While recent stock market volatility has unnerved many mutual fund investors, it has also shaken up the marketing departments of fund companies. Last year investors may have only worried about the risk of not being fully invested, but now there is concern about performance risk. Marketing departments are combating investor jitters with a re-dedication to consumer education.
Much of that education is taking place in cyberspace. For example, a teaser on the first screen of www.kemper.com reads, "How can you cope with today's volatile markets? See our complete report." The report includes articles on, "The Long-Term Thinking Behind Every Kemper Fund," "How To React To Market Volatility" and "How To Make The Market Ups And Downs Work For You."