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Nocera is Fortune magazine senior editor and author of "A Piece of the
Action: How the Middle Class Joined the Money Class."
Here we are, living through the most extraordinary stock market in
history--with the Dow Jones Industrial Average up nearly 6,000 points over the
past 14 years, a time that has seen most of us become investors for the first
time in our lives--and yet we don't seem to be enjoying it. The people I talk
to about the market--and I'm not speaking of market professionals, but average
Americans who invest "on the side"--all seem to go about it with a kind of
teeth-clenching grimness.
They're poring through the Wall Street Journal, looking for signs of cracks in
the edifice. ("When is the bull market going to end?" is the question I'm
asked more than any other. If only I knew!) Like the investors interviewed
for FRONTLINE, they're moving from cautious investments to aggressive ones, as
if they're in a desperate race against time. (In some ways, they are.) Even
as mutual fund inflows set one new record after another--which is usually a
sign of investor euphoria--my own sense is that there is a lot more nervousness
over the state of the market than you might expect. Fun? Not a chance.
One reason investing isn't fun the way it was in the early part of the bull
market--I remember 1986 as being the single giddiest year of this market
cycle--is because there is so much at stake now. When you think about it, that
may be the most startling fact about the current bull market: we're counting on
it--and not just for a great vacation, but for things that really matter, like
educating our kids, and providing for our retirement. "This is blood money
people are putting in the market today," financial historian Peter Bernstein
says in FRONTLINE's "Betting on the Market." He's right, of course: the money
in the market today is money that people feel they can't afford to lose. And,
well, it's scary to have that much riding on something that you have absolutely
no control over.
What's also scary, I think, is that people are essentially being told that if
they are not good investors they are going to forfeit their chance to have some
of the real basics of middle class life, such as a decent retirement. But one
of the things that comes though most strongly in "Betting on the Market"--and
it surprised me at first, though I suppose it shouldn't have--is that most of
us do not have good investing instincts. To be a good investor means doing a
great deal of homework (and understanding what you're reading, no easy thing
when it's a proxy statement), but it also means doing things that are somewhat
unnatural for most of us. It means being willing to go against the grain, to
avoid getting caught up in crowd behavior, to not get caught up in emotional
judgements.
And yet look at Russ and Sharon Gornie, good and decent people who sold one of
the great growth stocks of all time, Microsoft, because Sharon wanted to play a
"hot tip." Or look at the story of Iomega, where tens of thousands of
investors jumped on the stock--and became almost cult-like in their devotion to
the stock--simply because it was going up. They convinced themselves it would
keep going up forever, and when it didn't, their sense of disillusionment was
profound.
Again, these were not bad people, or stupid people. They had simply acted the
way humans tend to act: they got carried away in their enthusiasms. In life
that can often be a wonderful trait, but when applied to investing, it can be
ruinous. One of the least asked questions of the age, I think, is how have most
of us done during this amazing bull market? My guess is: not as well as we
should have.
Another thing I get asked a lot is whether I'm a bear myself. I know that
bulls will look at "Betting on the Market" as a bearish film, and it's
certainly more bearish than the book I wrote a few years ago documenting the
rise of the middle class investor. But I don't really consider myself either
bull or bear--my own retirement money is in the market, just like everyone
else's--and for all its warnings, I don't think the film is either. Rather, I
think it is realistic. What it takes issue with is the pervasive idea that
markets "always" go up, and what it worries about is how much we're asking the
market to do for us in modern America. When you look at how quickly money has
been pouring into Garrett Van Waggoner's funds--precisely because people are
so anxious to make money quickly--well, to my mind, that's worth worrying
about. And this phenomenon, in particular, is much more pronounced now than it
was when my book was published in 1994.
There is one other thing I can predict--again, not as a bull or as a bear, but
as a realist. It is that this bull market will not last forever. Markets, like
economies, go in cycles, and we're in the midst of the most gloriously "up"
cycle in American history. At some point--maybe tommorrow, or maybe five years
from now--we will enter a down cycle. And a true down cycle is something most
of today's investors have never faced. The 1987 crash really doesn't count,
for as we now know, that was simply a correction that happened to take place in
one day. The truer test will come when the market goes down--and then goes
down even more.
And when the down cycle does come, how will we react--we who have come to so
desperately count on this market? Ever since the 1987 crash, we have been
telling each other that we won't cut and run--that we'll stay in the market,
and ride out the bear market because we know that over time the market will
outperform other investment vehicles. But that's easy to say while the bull
market is still going strong. It's not so easy once you're facing those
potential losses, and you see your retirement nest egg slipping away. Is it
bearish of me to believe that we will ultimately let our emotions overtake our
resolve, and bail out of the stock market? I think it's just realistic.
"I would never gamble," Dorothy Free tells us in Betting on the Market. "I
don't consider this gambling." I agree with her: it's not. But as we
instinctively know, investing is not a sure thing either, and that's why I
think it's dangerous to have so much of our hopes and dreams riding on the
stock market. In our heart or hearts, I think we know it, too. Otherwise,
this would all be a lot more fun, wouldn't it?
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