If you’re setting tables of financial data and blocks of text, a face with lining and oldstyle numerals is probably a good bet. That’s more common in serif faces, but is becoming more common in contemporary sans.

Without knowing more, that’s as specific as I can get.

a little more….

it’s not going to use tables or speak on financial data, for the most part, it’s mostly a piece (6 to 12 pages) that’s highlighting certain “wealth management firms”

i guess it’s a little bit about the people, the office, their specialties, some of their past clients…

i’m just having a hard time zeroing in on a text face that conveys assurance, confidence and longevity in dealing with this subject

w|m

I would think Giacomo, a sweet sans by Terminal Design, might be ideal. It has tabular lining figures as well as proportional oldstyle figures, and looks great in a magazine.

Edit: I just missed your second post. In that light, here are two more that might fit the bill: Apex Sans from Thirstype, and Section from Lux Typographics. To me, each conveys strength but with a modern flair.

Hard to go wrong with Mercury.

yeah, these are great! unfortunately we lack the licenses for all of those but it’s a great starting point. giacomo fits the bill nicely i think

w|m

Considering the audience, I would think a serif font would be more appropriate. They are easier to read, and it’s what the audience is used to. The Wall Street Journal’s text font is a variation of Scotch, so Scotch Roman may work…
http://www.myfonts.com/fonts/linotype/scotch/

Modern extended is also nice (imho).
http://www.myfonts.com/fonts/urw/modern-extended/

There’s my 2¢,

Cheers!