NEW YORK - Niche websites offering mutual funds provide fund firms struggling to compete in supermarkets an alternative distribution method with several advantages, according to fund executives.

Niche financial websites offer funds struggling in the crowded supermarket channel some hope, said Todd G. Everts, president and chief executive officer of Wall Street Offshore of New York, a global supermarket for offshore funds. Everts spoke at a conference here hosted by International Communications Management Group of Chicago.

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