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Womanpower: More Powerful Than You Think

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In America of mid-twentieth century, Midas is a lady.

You, Mrs. or Miss America, are now the dominant owner of the stocks of our great industrial, utility, and railroad corporations.

You are more and more the acknowledged as well as the actual money manager in the home. In most families, you either do all the family's banking or you split the job with your husband, and in half the families you and not your husband handle the more intricate banking jobs, such as arranging personal loans or the mortgage.

Of course, you always have been the undisputed boss in the department store, the supermarket.

You are womanpower. To find out to what extent, read on.

How Brides Equal Business

Leading the list of times when the American woman spends freely is when she is becoming a bride. Since most of the brides-to-be in the next twenty years already are born, an accelerating rate of marriages through the sixties and seventies is a virtual certainty.

This is a business story of significance, for during the period she is engaged and is a bride the American girl spends at the fastest rate of her entire life. Right now, the bridal market is placed at a towering five billion dollars annually (not including housing, rents, and the like). As the number of brides climbs and their purchasing power rises too, this market will balloon.

And as the new brides have babies, the upswing in our population will take on renewed strength and the cycle will start again.

In many other lands a zooming population is a terrifying problem. In our nation the equation is: brides equal babies equal business equals boom.

A Profile of the Woman Investor

Among the millions of adult Americans who own stocks today, women outnumber men by 52.5 to 47.5 per cent. Among the millions who have become stockholders for the first time during the past three years, women outnumber men by an even fatter margin, 56.3 to 43.7 per cent.

Today, over 6,347,000 individual women are shareholders, about double the total as recently as seven years ago. Today, more than 4,000,000 housewives own stocks, the largest single group in the stock market.

These disclosures are startling confirmation of the extent to which stock ownership has become a mass movement in America, and to the extent the American woman has gone into the stock market as an individual on her own.

Who is this woman investor? What sort of female is she? From interviews with Wall Street brokers, personal talks with hundreds of women in every part of the country in recent years, and authoritative surveys of women stockholders, these following points emerge about her.

She is generally more conservative in her investments than her male counterpart, but when she does gamble she goes to extremes. She adores stock tips, immediately responds to hot rumors. She usually prefers to deal with men brokers and men advisers. She often buys a stock of a corporation because she uses or likes the products the corporation makes.

The New York Stock Exchange's census suggests that the woman stockholder is the average stockholder - meaning she is in her late forties, has a household income of $7,000, and has some savings outside the market. But these other points help bring her to life. And towering over all other facets is the sheer size of our lead over men in share ownership today. In just a few years the woman investor has ceased to be a freak. She is now in the majority!

It seems the power of women with money is increasing and will continue to do so in the coming years.
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