Online stock trading companies – They put up $500 of their own money and borrowed $4,500 from a broker to purchase stocks costing $5,000.

With a 10% rise, their own money doubled; but with a 10% loss, they were either sold out, losing everything, or were asked to put up more money, which in many cases they didn't have. Either way, they were in trouble. Their cupidity and stupidity had done them in. All of this gave the stock market a bad name; and it took several years for lessons learned at great pain and cost to sink in. Over the years, however, the true worth of common stocks has become understood, and thousands of individuals have prospered by buying outright (not on margin) the stocks of such fine companies as IBM, American Tel. and Tel.

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