(EMAILWIRE.COM, January 02, 2013 ) -- New York, NY -- The new PureFunds ISE Mining Service ETF (NYSE Arca: MSXX), is the first exchange traded fund (ETF) that invests exclusively in companies engaged in the mining service industry. For years investors have had many options for investing in the oil service industry through exchange traded products, but until late in 2012 the only way for investors to invest directly in the mining service industry was by purchasing shares

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of individually listed companies, of which only a few are pure play companies traded in the U.S.

MSXX is a passively managed ETF that seeks to replicate as closely as possible, before fees and expenses, the price and yield performance of the ISE Mining Service Index, and features an annual expense ratio of 0.69 percent. The new fund successfully launched on the NYSE Arca exchange on November 29th.

We believe that this area of the market provides a very attractive investment opportunity, said Paul Zimnisky, CEO of PureFunds. As resources become less available and more valuable, the multibillion-dollar global mining industry needs to make mining easier, cheaper, and more efficient, while simultaneously lessening environmental impact. The mining service companies including companies engaged in mineral drilling, mine engineering, contract mining, and mining equipment manufacturing are the beneficiaries of this, and parallel the massive oil service industry in this way.

We think that General Electric announcing the creation of the new GE Mining division earlier this year to buy mining equipment and service companies, underlines the optimism in this industry, said Zimnisky. Caterpillar buying Bucyrus for $8.8 billion last year further supports this thesis. If this trend continues, we think there will be more consolidation in the industry.

PureFunds is the Business Manager to the funds, the International Securities Exchange (ISE) is the index provider, and Factor Advisors, LLC, a member of the GENCAP family of fund offerings, is the adviser to the funds. The funds use an index replication strategy in an attempt to achieve objectives. For more information, including the funds prospectus, please visit http://www.PureETFs.com.

About PureFunds: Madison, New Jersey based PureFunds is an innovator of ETF concepts designed to provide the market with easy access to niche sectors through pure-play ETFs. PureFunds aims to launch tactical ETFs that the market desires but do not currently exist.

As of 11/30/2012, the PureFunds ISE Mining Service ETF did not hold General Electric Company, or Caterpillar Inc. Fund holdings and sector allocations are subject to change and should not be considered a recommendation to buy or sell any security. Current and future portfolio holdings are subject to risk.

The ISE Mining Service Index is designed to reflect the performance of publicly traded companies that manufacture, lease, sell and provide equipment, consulting or other services to the mining and mineral exploration and extraction industry (Mining Service Companies). Mining Service Companies are the component securities of the ISE Mining Service Index. Mining Service Companies include pure play companies that generate more than 50% of their revenue from the mining service sub-industry and the exploration, extraction and machinery sub-industry of the mining industry (the Mining Sub-Industries) and non-pure play companies that generate 50% or less of their revenue from the Mining Sub-Industries. The stocks are screened for liquidity and weighted according to a modified market capitalization that is based upon the percentage of company revenues generated from the Mining SubIndustries. For example, when weighting Mining Service Companies, the market cap of a pure play company is multiplied by a factor of three and the market cap of a non-pure play company is multiplied by a factor of one. The Index generally is comprised of 30-40 securities. The Index was created and is maintained by ISE.

Carefully consider the Funds investment objectives, risk factors, charges and expenses before investing. This and additional information can be found in the Fund's prospectus, which may be obtained by calling 877- 756-PURE (877-756-7873) or visiting by http://www.PureETFs.com. Read the prospectus carefully before investing.

Investing involves risk, including the possible loss of principal. Shares of any ETF are bought and sold at market price (not NAV) and are not individually redeemed from the Fund. Brokerage commissions will reduce returns. Narrowly focused investments typically exhibit higher volatility. Investments in foreign securities involve political, economic and currency risks, greater volatility and differences in accounting methods. These risks are greater for investments in emerging markets. The Fund is non-diversified, meaning it may concentrate its assets in fewer individual holdings than a diversified fund. Therefore, the Fund is more exposed to individual issuer volatility than a diversified fund. Funds that are less diversified across countries or geographic regions are generally riskier than more geographically diversified funds and risks associated with such countries or geographic regions may negatively affect a Fund. Investments in small- and medium-capitalization companies tend to have limited liquidity and greater price volatility than large-capitalization companies. The PureFunds ISE Mining Service ETF is subject to risks associated with adverse market conditions, increased competition, environmental concerns, fluctuations in commodity prices and supply and demand of hard commodities, decreased metals demand and the success of exploration projects. Legal or regulatory changes, as well as changes in governments policies towards metals, could also adversely impact the mining services sector and therefore Fund performance. The Fund is not actively managed and therefore would not sell an equity security due to current or projected underperformance of a security, industry or sector, unless that security is removed from the ISE Mining Service Index. Several foreign countries have begun a process of privatizing certain entities and industries. Privatized entities may lose money or be re-nationalized. The Fund invests in some economies that are heavily dependent upon trading with key partners. Any reduction in this trading may cause an adverse impact on the economy in which the Fund invests. The Funds return may not match or achieve a high degree of correlation with the return of the ISE Mining Service Index. To the extent the Fund utilizes a sampling approach, it may experience tracking error to a greater extent than if the Fund had sought to replicate the ISE Mining Service Index. An investment cannot be made directly in an index.

Media Contact
Allan Priaulx
T: 800-762-4761 Ext 800
E: press@PureETFs.com


Allan Priaulx



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