2010 10-K: Part I Morningstar Advisor Workstation is our third-largest product based  on revenue and made up 12.5%, 13.7%, and 12.8% of our consoli- dated revenue in 2010, 2009, and 2008, respectively. U.S. Advisor Workstation and Morningstar Office Licenses We use our free content as a gateway into paid Premium Membership,  which includes access to written analyst reports on more than 1,500  stocks, 1,900 mutual funds, and 350 exchange-traded funds, as well  as Analyst Picks and Pans, Stewardship Grades, and Premium Stock  and Fund Screeners. We currently offer Premium Membership ser- vices in Australia, Canada, China, the United Kingdom, and the  United States. In 2010, we introduced a new Portfolio Monitor report that helps  Premium members benchmark their portfolios and track progress  toward their goals. We also added earnings conference call tran- scripts; additional information and ratings on 529 plans; new mobile  applications for iPhone, BlackBerry, and Android devices; and a new  Premium service for investors in Canada. Morningstar.com competes with the personal finance websites of  AOL Money & Finance, Google Finance, Marketwatch.com, The  Motley Fool, MSN Money, Seeking Alpha, TheStreet.com, Yahoo!  Finance, and The Wall Street Journal Online. As of December 31, 2010, we had 138,732 paid Premium subscribers  for Morningstar.com in the United States plus an additional 17,000  paid Premium subscribers in Australia, Canada, China, and the United  Kingdom. We currently charge $20.95 for a monthly subscription,  $185 for an annual subscription, $309 for a two-year subscription,  and $409 for a three-year subscription for Morningstar.com’s  Premium service in the United States. We also sell advertising space  on Morningstar.com. Our largest website for individual investors is Morningstar.com in  the United States, which includes both Premium Membership rev- enue (which made up about two-thirds of Morningstar.com’s revenue  base in 2010) and Internet advertising sales (which made up the  remaining one-third). As of December 31, 2010, the free membership  services offered through Morningstar.com had more than 7.3 million  registered users worldwide, who have access to comprehensive  data on stocks, mutual funds, exchange-traded funds, closed-end  funds, 529 plans, commodities, options, bonds, and other invest- ments to help them conduct research and track performance. In  addition, Morningstar.com features extensive market data, articles,  proprietary portfolio tools, and educational content to help investors  of all levels access timely, relevant investment information.  Morningstar.com also includes Portfolio X-Ray, which helps inves- tors reduce risk and understand key characteristics of their portfo- lios, and a variety of other portfolio tools. Morningstar.com (including local versions outside of the United  States) is one of our five largest products based on revenue and  accounted for 8.9% of our consolidated revenue in 2010, compared  with 8.2% in 2009 and 9.1% in 2008. Morningstar.com Premium Memberships (U.S.) We also offer more than 40 regional investing websites customized  to the needs of investors worldwide. Many of these sites feature  coverage in local languages with tools and commentary tailored to  specific markets. We recently launched new sites in Chile, Indonesia,  Israel, and the Philippines. 34 165,957 180,366 177,518 2006 2007 2008 150,473 2009 138,732 2010 153,170 144,578 150,505 151,874 2006 2007 2008 148,392 2009 2010 Morningstar.com