Hedge fund advertising is starting to tip - Balyasny into the pool....
Balyasny just took out a half page color ad in P&I.... The train is getting ready to leave station and there will be no turning back.
I'm not saying that every manager is going to rush out and buy a full page spread in the Wall Street Journal. Well, at least not yet. But the pressure will mount - and just like with every other industry, in an effort to build brand, others will have to follow.
Marketing of alternatives is on the cusp of huge and permanent change.
Think about it - Citadel and Bridgewater have robust websites that incorporate video, Balyasny is now taking out ads and a whole bunch of other funds are actively using social media.
It will become harder and harder to compete as a manager armed with just a marketing deck. There is way too much noise out there to do it the same way as everyone else.
Hedge fund advertising isn't necessarily the answer. However, the way that managers will differentiate themselves over the next five years will be very different than the last five. And stuff like this will only help to accelerate the process.
By JD David