Merrill Lynch is the sole advertiser in Fortune.

The financial services giant is the only advertiser in the magazine’s Jan. 5 issue, a first for the publication. New York-based Merrill Lynch has 37 full-color pages of advertising in the issue, whose cover story features “The Fortune 50: The year’s most exciting business people.” The advertising features Merrill Lynch’s theme line, “Your world should know no boundaries,” but the individual ads were created specifically for the magazine to provide details about the firm’s various financial services. The cost of the sponsorship was not disclosed, but a published report placed it in the neighborhood of $2 million.