The institutional channel has not yet opened up to ETFs so the fund companies that sell them have pinned down a new target: retail investors. The WSJ reports that ETF ads have been sprouting in surprising places in recent weeks including, during college football games on television and in subway cars in New York City. There may already be evidence that the new approach is working. There has been an increase in volume at discount brokerages, a place the pros rarely trade.  

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