Here’s full-page print advertisement that appeared yesterday on the back page of the ‘Financial Review Investor’ insert of Sydney’s Sun Herald:

The ad is timely – people are greatly concerned about their investments. It’s authoritative, credible and therefore trustworthy. It’s also located correctly – it’s in an insert for investors. And the message is clear – don’t panic.

The sole omission is permission. The company could have offered readers the opportunity to receive valuable insights like this in the future – instead they offer only advisors and a web site. An opportunity lost.