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As the first ETFs of their kind, ProShares are making headlines. Here's what they're saying about ProShares.

Dow Jones Indexes, Credit Suisse Launch Inflation Indexes (WSJ.com: Jan 12, 2012)
Dow Jones and Credit Suisse announced the launch of their new 10- and 30-year Inflation Breakeven Indexes on January 12, 2012. ProShares has licensed the 30-year index to launch a pair of new ETFs: ProShares 30 Year TIPS/TSY Spread (NYSE Arca: RINF) and ProShares Short 30 Year TIPS/TSY Spread (NYSE Arca: FINF). They are the first ETFs designed to provide exposure to what is called "breakeven inflation," the spread difference in yield between Treasurys and TIPS, considered one measure of the market’s expectation for inflation over a period of time.  Read more (subscription required for access)

Why Individual Investors Should Consider Alternatives (Morningstar.com: Aug 1, 2011)
Morningstar interviews ProShares' head of investment strategy about the potential benefits of alternative investment strategies.  Watch the video.

ProShares Rolls Out Hedge Fund [Replication] ETF (IndexUniverse.com: Jul 14, 2011)
IndexUniverse.com comments on the launch of the new ProShares Hedge Replication ETF (HDG), an ETF designed to offer the risk/return characteristics of a broad range of hedge funds without investing in hedge funds. With an annual expense ratio of just 0.95 basis points, HDG goes head-to-head with competing funds that bear higher total operating expenses.  Read more

"Investors using ETPs more for risk management" by Thao Hua (Pensions & Investments: Aug 8, 2011)
ProShare Advisors Chairman and CEO Michael Sapir comments in a Pensions & Investments feature on the growing use of alternative exchange-traded products by institutional investors.  Read more (subscription required for access)

Morningstar ETF Analysis: ProShares RAFI Long/Short RALS a compelling addition to any investor’s portfolio (Morningstar.com: Apr 26, 2011)
Morningstar's Samuel Lee provides an analysis of ProShares RAFI Long/Short (RALS), calling the fund "a compelling diversifier" that will "zig when the markets are zagging." He notes that "investors should use it in conjunction with a disciplined rebalancing program to reap its full benefits." (subscription required for access)  Read more

ProShares Launches Two Short Treasury ETFs (ETFdb.com: Apr 6, 2011)
Eric Dutram of ETF Database writes about the growing number of ETPs designed for inverse exposure to the bond market. In addition to discussing the new -1x TBX and -2x TBZ Treasury ETFs, he mentions ProShares' recent launches of SJB and IGS, the first -1x high yield and -1x investment grade corporate ETFs.  Read more

Arnott: RAFI Revolution is Catching On (IndexUniverse.com : Jan 19, 2011)
Rob Arnott, founder of Research Affiliates and pioneer of fundamental indexing, discusses some of the issues surrounding cap-weighted versus equal-weighted indexes in an IndexUniverse.com interview. In the article, Mr. Arnott references new funds using his company’s methodology, like the recently launched ProShares RAFI® Long/Short ETF (RALS).  Read more

ProShares To Launch Volatility ETFs - CEO (The Wall Street Journal: Jan 3, 2011)
Brendan Conway interviews CEO, Michael Sapir, on ProShares' launch of the first volatility ETFs to trade on a U.S. exchange. Linked to VIX short- and mid-term futures indexes, ProShares VIXY and VIXM are now available on NYSE Arca. (Subscription may be required for access.)  Read more

Five Facts Every Investor Should Know About Leveraged ETFs (ETFdb: Sep 30, 2010)
Michael Johnston of ETFdb seeks to clarify some of the misinformation concerning leveraged exchanged traded funds by outlining the types of the leveraged ETFs, the nature and structure of the vehicle, and the manner in which compounding works.  Read more

What's the Best ETF for Hedging Against a Market Decline? (Seeking Alpha: Jul 27, 2010)
In his Seeking Alpha column, RIA Joseph Shaefer explains his strategies for hedging clients’ portfolios against a market decline using various inverse ProShares ETFs.  Read more.

130/30 ETF (CSM) Continues to Impress (ETFDatabase: Jun 10, 2010)
Michael Johnston notes that an interesting "twist" on the S&P 500 is the ProShares Credit Suisse 130/30 (CSM). He compares CSM to the S&P 500 and finds it to be an investment worth exploring.  Read more

ProShares CEO interviewed about Leveraged and Inverse ETFs (Investor's Business Daily: May 18, 2010)
In an interview with Investor’s Business Daily, ProShares CEO, Michael Sapir, discusses common misconceptions of leveraged and inverse ETFs, as well as how they work and how they are meant to be used.  Read more

Capturing Trendless Volatility with ETFs (Index Universe: Apr 27, 2010)
Dave Nadig of Index Universe proposes strategies for ProShares Ultra S&P500 (SSO) during the compounding effect of trending markets, and the deterioration effect of trendless markets.  Read more

How to Play the Bubbles Like the Pros (The Wall Street Journal: Apr 18, 2010)
Gregory Zuckerman contends that bubbles are the "new norm" and buy and hold is now a risky strategy, and this new way of thinking can be used to an investor’s advantage by considering inverse ETFs as a potential hedge against market downturns.  Read more

The Shocking Truth about Leveraged ETFs (ETFDatabase: Apr 5, 2010)
Michael Johnston discusses the misconceptions of leveraged and inverse ETFs; in particular, he cites ProShares Ultra S&P500 to show how well these ETFs may track over periods longer than one day.  Read the full article here

Rebalancing Act: A Primer on Leveraged and Inverse ETFs (NERA Economic Consulting: Oct 7, 2009)
NERA Economic Consulting focuses on leveraged investing; how performance over time is impacted by the choice of when leverage is reset back to initial levels; and suggests resetting leverage daily, as is done by leveraged ETFs', is a credible strategy with certain potential benefits that investors might consider as an alternative to not periodically resetting leverage (common with leveraged investing strategies deployed in margin accounts).  Read more.

Zero Capital Gains Distributions For ProShares ETFs (Etfdb.com: Nov 18, 2009)
Michael Johnston discusses in the ProShares announcement that they are expecting to pay zero year-end capital gains distributions for leveraged and inverse ETFs in 2009 as further evidence to disprove the myth that leveraged products lack the tax efficiency of more traditional ETFs.  Read more.

An Experiment in Hedging with ETFs (Wall Street Journal: Oct 28, 2009)
Believing the market may be in for a correction, James Stewart considers adding Short ProShares as a hedge to his portfolio. In addition, he explains how leveraged and inverse ETFs attempt to achieve their goals on a daily basis. Read the whole story. (Subscription may be required for access.)  Read more.

In Defense of Leveraged and Inverse ETFs (Advisor Perspectives: Oct 13, 2009)
Tom Lydon of ETF Trends contributed an article to Advisor Perspectives newsletter on leveraged and inverse ETFs.  Read more.

ProShares 130/30 ETF Off To A Hot Start (ETF Database: Oct 5, 2009)
ProShares´ new addition, ProShares Credit Suisse 130/30 (CSM), is attracting interest and assets. Read the full story. (View most recent month-end ProShares performance)  Read more.

Guilt by association: Leveraged ETFs get bad rap as investor trap (MarketWatch.com: Oct 23, 2009)
MarketWatch syndicated funds columnist Chuck Jaffe stated that "state securities regulators misfired and missed the point" by including leveraged ETFs in an announcement by the August 18 "Top 10 Investor Traps" press release from the North American Securities Administrators Association.  Read more.

Class Action Lawsuit Against ProShares SRS Seems Without Merit (SeekingAlpha.com: Aug 9, 2009)
In a recent Seeking Alpha article, financial advisor Ron Rowland broke down the class-action suit, agreeing that the suit's claims appear to be "without merit".  Read more.

Why Everything You´ve Heard About Leveraged ETFs is Wrong (ETF Database: Aug 4, 2009)
While under fire from regulators and politicians, author Michael Johnston dispels seven common myths about leveraged ETFs.  Read more.

Index vs. Leveraged ETFs on CNBC (CNBC: Jul 30, 2009)
Bob Pisani, CNBC’s stock editor, covered the impact of compounding on leveraged ETF performance. Watch the video.  Read more.

FINRA Reverses Course on Leveraged ETFs (Money Market Executive: Jul 27, 2009)
Money Market Executive reports on a recent FINRA podcast regarding leveraged and inverse ETFs, and their suitability for the retail investor.  Read more.

Leveraged ETF Firms Fight Growing Scrutiny (Ignites.com: Jul 27, 2009)
Responding to increased scrutiny and restrictions, leveraged and inverse ETFs such as ProShares reach out to educate and enlighten. ProShares CEO Michael Sapir is also quoted. (Subscription is required for access.)  Read more.

Absurd Inverse and Leveraged ETF Product Whining-Updated (Seeking Alpha: Jul 24, 2009)
ETF Digest founder, David Fry, provides commentary in support of leveraged and inverse ETFs, stating, “Leveraged issues should be used strategically and tactically by experienced investors over short periods of time...”  Read more.

Short International ProShares on CNBC (CNBC: Jun 18, 2009)
Bob Pisani, CNBC’s stock editor, highlights the four new Short International ProShares while discussing trends in international investing. Watch the video.  Read more.

What a Steepening Yield Curve May Mean (TheStreet.com: Jun 16, 2009)
TheStreet.com’s Peter Navarro provides commentary regarding the steepening yield curve and what it may mean for the economy. ProShares Short Fixed-Income products, PST and TBT, are mentioned. Watch the full video.  Read more.

What’s the Beef with Leveraged ETFs? (ETF Trends: Mar 13, 2009)
Tom Lydon of ETF Trends.com debunks several myths surrounding leveraged ETFs, including their involvement in market movement and impact.  Read more.

Using ProShares to become a better 401(k) investor. (MSN Money: Jan 20, 2009)
MSN Money funds columnist Tim Middleton recommends ProShares UltraShort Semiconductors (SSG), UltraShort 20+ Year Treasury (TBT) and Ultra Euro (ULE) as ETFs worth adding to your 401(k)s in today’s market environment. Read his full recommendations.  Read more.

"ETF Math Lesson: Leverage Can Produce Unexpected Returns" (The Wall Street Journal: Jan 4, 2009)
Veteran fund reporter Tom Lauricella delves into the effects of compounding on the performance of Ultra and UltraShort ProShares. He also credits ProShares’ explanations of the impact of compounding over the long term. (Subscription may be required for access.)  Read more.

Using Ultra ProShares to capture more upside in 2009 (MSN Money: Dec 30, 2008)
MSN Money columnist Tim Middleton is relying on leveraged ProShares to get ahead of possible market improvements in the next few months. Read his rationale.  Read more.

Where Elaine Garzarelli would invest $10,000 today: ProShares Ultra QQQ® (Chicago Tribune: Dec 21, 2008)
When the Chicago Tribune puts this question to nine experts, Garzarelli-renowned for calling the ’87 crash-chooses ProShares Ultra QQQ (QLD) for what she thinks will be an upside market in 2009. Read more of Garazelli’s and other expert’s recommendations.  Read more.