While the SEC works on developing a rule relating to how the industry should help investors understand after-tax returns, fund companies are beginning to publish the returns as part of their marketing strategies, industry executives say.

"The firms that are best able to provide investors with relevant information when they need it are going to demonstrate themselves to be the best service providers," said Kirk Botula, vice president of marketing for Confluence Technologies of Pittsburgh, Pa., a firm that compiles and distributes daily fund prices. "I think it's a huge marketing issue. Providing this information reflects a pattern of behavior."

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