A great feat in public relations is to create a deeply penetrating brand that is accepted broadly and perpetuates unquestioned credibility for its creator. Is there a better PR brand than the Dow Jones Industrial Average?
We are all obsessed with “The Dow” right now although few of us know what it is or why it is so important. DJIA – The Dow Jones Industrial Average is an index of 30 “Blue Chip” stocks that are supposed to be an indicator of the broader stock market (thousands of stocks). “The Dow” is broadcast across the world, transcending geography, language barriers and market highs and lows. Even rival media companies, such as The New York Times (above, left)  post “The Dow” on its home page. PR doesn’t get better than that.
May 26, 1896 Dow Jones published its first “Industrial” average, DJIA, consisting of 12 stocks closing at 40.94. DJIA is occasionally re-jiggered to reflect our changing economic landscape. Manufacturing companies in DJIA such as U.S. Steel have been replaced by tech companies such as Microsoft. Standard & Poors, Wilshire, and Russell all have stock indexes that are broader, more specific, and, many investment professionals would argue, more accurate indicators of trends in the stock market. But none are more recognized or accepted as DJIA, which has become synonymous with “the market.” That’s a big reason why Rupert Murdoch was obsessed with acquiring Dow Jones and its media properties Wall Street Journal, Barron’s, and MarketWatch.
See What is the Dow Jones Industrial Average? from How Stuff Works -Â includes video on stocks currently in the DJIA.
Every morning at 9:00 AM New York time I call the Dow for the day - down 300, up 450, or something like that. My market call is based purely on a “feeling,” like picking a horse because you like its name. Recently, it’s rare that we see the market go up two days in a row, so if it is up one day chances are it will give it all back, and then some, the following day. I find my “method” to be more accurate than most of the market prognosticators, who seem to have collectively thrown up their hands to say “Your guess is as good as mine.”
I have not blogged in 24 days – each time I think I can latch on to a thought or comment it is over run by the news. We are truly in a second-by-second news cycle as each tick of the Dow Jones Industrial average spiraling perpetually downward brings a heightened sense of dread. It started on my birthday, September 29, as the House defeated the initial bailout package and the bottom fell out of the market – a stunning 777 point drop. I did not feel like celebrating that day.