Of course, every trader gets market letters from one or more brokers.
These are many and varied in character. Some of them are prepared with
great care and give reliable information, but you must remember that a
broker's market letter is published for the purpose of getting business,
and business is created only by the customers' trading. Therefore it is
to the broker's interest to have his customers make many trades instead
of a few trades. In his book "Business Barometers," Roger W. Babson
reproduces a letter written to him by the Manager of the Customers' Room
of a Stock Exchange House. We consider this letter so important to all
traders, we are taking the liberty to reproduce it here:
"Hearing on every hand about the fortunes made in Wall Street, I
decided, upon being graduated from college, to devote myself to
finance. With this end in view, I secured a position with a
first-class New York Stock Exchange House, finally becoming the
'handshaker' for the firm; that is, 'manager' of the customers'
room. So I had an exceptional opportunity to size up the stock
business. The chief duties of the manager are to meet customers when
they visit the office, tell them how the market is acting, the
latest news from the news-tickers and the gossip of the Street. But
the real duties are to get business for the house. Once a most
peculiar man came to the office. He was about forty-five years of
age, dressed in a faded cutaway coat, high-water trousers, and an
East Side low-crown derby hat. In a high squeaky voice he said that
he knew our Milwaukee House and would like to open an account. Of
course, we were all smiles, for here was a new 'customer.'
"One day while in Boston he called us up on the long-distance
telephone to make an inquiry about the grain market. One of my
assistants, desiring to get a commission out of him, said 'We hear
that Southern Pacific is going up; you had better get aboard.' He
said 'All right; buy me a hundred at the market.' The stock was
bought, but he never saw daylight on his purchase, for the market
declined steadily afterward and by the time he got back from Boston
it showed a heavy loss. The man who advised its purchase had no
special knowledge about the stock, but simply took a chance, knowing
that the market had only two ways to go, and it might go up, in
which case, besides making twenty-five dollars in commissions for
the house, he would be patted on the back for his good judgment. If
the market went down, as it did, he would still make twenty-five
dollars.
Public-domain text, read in full here on John Shaqi.
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