In 1970, the firm launched its first money market fund, the Reserve Fund, to provide effective cash management, a dollar back for every dollar invested and beyond that a reasonable rate of return. The fund was launched with no sales force or advertisements, and instead relied on phoning investment advisers and handing out brochures. In January 1973, "The New York Times" published an article about their firm and by the end of the year it had $100 million in deposits. Brown left the company in 1985, but maintained stock in half the business. In 1999, Bent bought out Brown's stake in the company and continued to run it with his sons.