The advertising has been austere in its simplicity. Page after page of simple text, in many cases, not even a logo. And with each of these full-page display ads, fund companies have expressed sympathy for the loss of life, assurances that assets are safe, and for those with offices in or near the World Trade Center, thanks for help in getting back on their feet.

The ads, purchased by Deutsche Bank, Morgan Stanley, Credit Suisse First Boston and nearly a dozen others, began to abate the last week of September, said a sales representative in the Wall Street Journal's advertising department who declined to give his name. Such full-page advertisements typically cost $160,000, although the price can vary from contract to contract, he said.

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