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Charles Dow (1851-1902), with his partner
Edward Jones, founded Dow Jones & Company and
"The Wall Street Journal", in order to present
business news in a simple, unbiased way. The
paper became the most respected financial
journal in the world. Dow also developed several
stock averages and the Dow theory, based on his
personal observations of the relationship
between the stock market and general business
activities.
Charles Henry Dow, born in Sterling, Connecticut
on November 5, 1851, was the son of a farmer who
died when his son was six years old. The family
lived in the hills of eastern Connecticut, not far
from Rhode Island. Knowing that he did not want to
be a farmer, the tall, stooped, bushy-bearded Dow
decided to try journalism.
Dow did not have much education or training, but
he managed to find work at the age of 21 with the Springfield Daily Republican, in Massachusetts.
He worked there from 1872 until 1875 as a city
reporter for Samuel Bowles, who taught his reporters
to write
crisp, detailed articles. Dow then moved on to
Rhode Island, joining The Providence Star,
where he worked for two years as a night editor. He
also reported for the Providence Evening Press.
In 1877, Dow joined the staff of the prominent Providence Journal. Charles Danielson, the
editor there, had not wanted to hire the
26-year-old, but Dow would not take no for an
answer. Upon learning that Dow had worked for Bowles
for three years, Danielson reconsidered and gave Dow
a job writing business stories.
Dow specialized in articles on regional history,
some of which were later published in
pamphlet form. Dow made history come alive in
his writing by explaining the development of various
industries and their future prospects. In 1877, he
published a History of Steam Navigation between
New York and Providence. Three years later, he
published Newport: The City by the Sea. It
was an account of Newport, Rhode Island's
settlement, rise, decline, and rebirth as a summer
vacation spot and the location of a naval academy,
training station, and war college. Dow reported on
Newport real estate investments, recording the money
earned and lost during the city's history. He also
wrote histories of public education and the prison
system in the state.
Danielson was so impressed with Dow's careful
research that he assigned him to accompany a group
of bankers and reporters to Leadville, Colorado, to
report on silver mining. The bankers wanted the
publicity in order to gain investors in the mines.
In 1879, Dow and various tycoons, geologists,
lawmakers, and investors set out on a four-day train
trip to reach Colorado. Dow learned a great deal
about the world of money on that journey as the men
smoked cigars, played cards, and swapped stories. He
interviewed many highly successful financiers and
heard what sort of information the investors on Wall
Street needed to make money. The businessmen seemed
to like and trust Dow, knowing that he would quote
them accurately and keep a confidence. Dow wrote
nine "Leadville Letters" based on his experiences
there. He described the Rocky Mountains, the mining
companies, and the
boomtown's gambling, saloons, and dance halls.
He also wrote of raw capitalism and the information
that drove investments, turning people into
millionaires in a moment. He described the
disappearance of the individual mine-owners and the
financiers who underwrote shares in large mining
consortiums. In his last letter, Dow warned, "Mining
securities are not the thing for widows and orphans
or country clergymen, or
unworldly people of any kind to own. But for a
businessman, who must take risks in order to make
money; who will buy nothing without careful,
thorough investigation; and who will not risk more
than he is able to lose, there is no other
investment in the market today as
tempting as mining stock."
Working on Wall Street
In 1880, Dow left Providence for New York City,
realizing that the ideal location for business and
financial reporting was there. The 29-year-old found
work at the Kiernan Wall Street Financial News
Bureau, which delivered by messenger hand written
financial news to banks and brokerages. When John
Kiernan asked Dow to find another reporter for the
Bureau, Dow invited Edward Davis Jones to work with
him. Jones and Dow had met when they worked together
at the Providence Evening Press. Jones, a
Brown University dropout, could skillfully and
quickly analyze a financial report. He, like Dow,
was committed to reporting on Wall Street without
bias. Other reporters could be bribed into reporting
favorably on a company to drive up stock prices. Dow
and Jones refused to manipulate the stock market.
The two young men believed that Wall Street
needed another financial news bureau. In November
1882, they started their own agency, Dow, Jones &
Company. The business' headquarters was located in
the basement of a candy store. Dow, Jones, and their
four employees could not handle all the work, so
they brought in Charles M. Bergstresser, who became
a partner. Bergstresser's strength lay in his
interviewing skills. Jones once remarked that he
could make a wooden Indian talk.
In the days before annual reports and press
releases, getting information often took much
patience and
diplomacy. Dow and Jones' reporters visited the
brokerages, banks, and company offices, looking for
news. The reporters took messengers with them who
would run back to the office with the stories.
Someone would then dictate to a group of writers
who, using
styluses, would write on thin sheets of tissue
paper that had carbon paper in between each sheet.
In this way, each writer could produce 24 copies at
a time. These copies were called "flimsies." Waiting
messengers then raced down Wall Street delivering
the "flimsies" to subscribers. This process was
repeated several times a day. Eventually a late
edition and a seven a.m. edition were added, based
on private wires and stock prices in London.
In November 1883, the company started putting out
an afternoon two-page summary of the day's financial
news called the Customers' Afternoon Letter.
It soon achieved a circulation of over 1,000
subscribers and was considered an important news
source for investors. It included the Dow Jones
stock average, an index that included nine railroad
issues, one
steamship line, and Western Union. Because the
"flimsies" were
inefficient to produce and difficult to read,
the company started using a hand-operated press in
1885. However, their publications were still
delivered by messenger until 1948.
Birth of
The Wall Street Journal
In 1889, the company had 50 employees. The
partners realized that the time was right to
transform their two-page news summary into a real
newspaper. The first issue of The Wall Street
Journal appeared on July 8, 1889. It cost two
cents per issue or five dollars for a one-year
subscription. Dow was the editor and Jones managed
the deskwork. The paper gave its readers a policy
statement: "Its object is to give fully and fairly
the daily news attending the fluctuations in prices
of stocks, bonds, and some classes of commodities.
It will aim steadily at being a paper of news and
not a paper of opinions." The paper's motto was "The
truth in its proper use." Its editors promised to
put out a paper that could not be controlled by
advertisers. The paper had a private wire to Boston
and telegraph connections to Washington,
Philadelphia, and Chicago. It also had
correspondents in several cities, including London.
Dow often warned his reporters about exchanging
slanted stories for stock tips or free stock.
Crusading for
honesty in financial reporting, Dow would
publish the names of companies that hesitated to
give information about profit and loss. The paper
soon had power and respect.
Dow Jones Industrial Average
In the 1890s, Dow saw that the
recession was ending. In 1893, many mergers
began taking place, resulting in the formation of
huge corporations. These corporations sought markets
for their stock shares. The wildly speculative
market meant investors needed information about
stock activity. Dow took this opportunity to devise
the Dow Jones industrial average in 1896. By
tracking the closing stock prices of twelve
companies, adding up their stock prices, and
dividing by twelve, Dow came up with his average.
The first such average appeared in The Wall
Street Journal on May 26, 1896. The industrial
index became a popular indicator of stock market
activity. In 1897, the company created an average
for railroad stocks.
Dow also developed the Dow theory, which stated
that a relationship existed between stock market
trends and other business activity. Dow felt that if
the industrial average and the railroad average both
moved in the same direction, it meant that a
meaningful economic shift was occurring. He also
concluded that if both indexes reached a new high,
it signaled a bear market was underway. Dow did not
believe that his ideas should be used as the only
forecaster of market ups and downs. He thought they
should be only one tool of many that investors used
to make business decisions.
In 1898, The Wall Street Journal put out
its first morning edition. The paper now covered
more than just financial news. It also covered war,
which it reported without rhetoric, unlike many of
the other papers. Dow also added an editorial column
called "Review and Outlook," and "Answers to
Inquirers," in which readers sent investment
questions to be answered.
Endorsed a Presidential Candidate
Edward Jones retired in 1899, but Dow and
Bergstresser continued working. Dow still wrote
editorials, now focusing on the place that
government held in American business. The Wall
Street Journal started a precedent in reporting
during the election of 1900 by endorsing a political
candidate, the incumbent president
William McKinley.
In 1902, Dow began to have health problems and
Bergstresser wanted to retire. The two sold their
shares of the company to Clarence Barron, their
Boston correspondent. Dow wrote his last editorial
in April 1902. A few months later, on December 4,
1902 he died in Brooklyn, New York, at the age of
52.
Vermont Royster, a later editor of the
The
Wall Street Journal said that Dow always
believed that business information was not the
"private province of brokers and tycoons. In writing
about high finance, Dow used homely analogy and the
language of everyday life. Neither as a writer nor
as a person did he ever lose touch with Main
Street."
Further Reading
Rosenberg, Jerry M,
Inside the Wall Street
Journal: The Power and the History of Dow Jones &
Company and America's Most Influential Newspaper,
Macmillan, 1982.
Providence Journal-Bulletin, May 24, 1996.
The Wall Street Journal, July 3, 1984.