Look before you leap! All year long rumors have been swirling around that E*TRADE (ETFC) was on the auction block being prepared for an acquisition by a bigger fish interested in its customers and superior trading platform. I have not used E-TRADE so I do not have first hand experience. However, this has been acknowledged broadly and I have received very positive comments from regular users when I have written about it.

The leading suitor seems to be TD AmeriTrade Holding (AMTD), with Charles Schwab Corp (SCHW) mentioned as perhaps having similar but less conspicuous interest. For Schwab it may be as much about keeping E-TRADE out of a competitors hands as chasing the business.

Today's jobs data was not bad, relatively any way, but the housing delinquencies and foreclosure rates was just awful and not representative of anything good. The overseas selling had the markets soft this morning and despite a recovery off lows the 'positive green line' was never really in the cards at the end of the trading day. The retailers are also running soft because of excessive discounting and promotions before the holiday season even starts.

Here are the unofficial closing bell levels:

Dow 10,341.44 -84.87 (-0.81%)
S&P 500 1,094.90 -14.90 (-1.34%)
Nasdaq 2,156.82 -36.32 (-1.66%)

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Fourteen stocks have been reviewed so far with eight of them potential contenders for 2010. These include some picks from 2009, some old dependables and a few more on the speculative side.

During the year I have written on occasion about selling put options (naked puts) because the premiums offered were very generous and from my perspective assumed market collapse. This was reflected in my July post Serious Money: The world's dumbest market

Today I am considering four naked puts and two more stocks. The options are all based on stocks now in review.

The markets were higher before the economic data came to ruin the party. CPI came in higher than PPI on the inflation front, but there was a real disappointment in housing starts considering that many were expecting gains there. Oil inventory contractions across the board failed to boost that market considerably. A late day rally looked like a positive close was in the cards, but the buying action was only so much.

Here were today's closing levels:

Dow 10,426.31 -11.11 (-0.11%)
S&P 500 1,109.79 -0.53 (-0.05%)
Nasdaq 2,193.14 -10.64 (-0.48%)

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In this installment of our search for the ten picks for 2010, I will risk my reputation (and money) as I head in a more speculative direction. In Part 1 of this series, I discussed breaking up my potential picks into three categories: "Contender", "On the Fence", and "Out of the Running", until the 10 stocks have been identified.

The following lists the first ten stocks I discussed and the current standing after Part 2 of this series, plus four new stocks reviewed today.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• Aetna Inc. (NYSE: AET) reported better-than-expected Q3 earnings and revenue, sending shares higher.
• Allergan Inc. (NYSE: AGN) reported better-than-expected Q3 numbers, sending shares higher.
• Bare Escentuals Inc. (NASDAQ: BARE) Q3 profit easily topped analysts' estimates, and shares surged.
• Cabot Oil & Gas Corp. (NYSE: COG) received an upgrade following the release of its Q3 numbers.
• Estee Lauder Companies Inc. (NYSE: EL) reported strong Q1 results, sending shares higher.
• E*Trade Financial Corp. (NASDAQ: ETFC) reported a smaller-than-expected net loss for Q3.
• Goodyear Tire & Rubber Co. (NYSE: GT) Q3 earnings topped estimates and revenue was up sequentially.

E*Trade (NASDAQ: ETFC) is a well-known brand in the broker space. It competes vigorously with the other giants, TD Ameritrade (NASDAQ: AMTD) and Charles Schwab (NASDAQ: SCHW). To be honest, if I were looking for investment ideas in this sector, I would probably begin my search with the latter two. It's difficult to put E*Trade on the list. The company got in trouble during the financial crisis because it was exposed to the mortgage industry. It has now become, in my opinion, a speculative play on a return to glory.

The latest earnings report shows what I'm talking about. For the third quarter, E*Trade lost, on a GAAP basis, 66 cents per share from continuing operations, wider than the year-ago loss of 60 cents per share from continuing operations. After adjusting for an item related to debt extinguishment, the current red ink is equal to 5 cents per share.

Analyst upgrades:

• UBS upgraded Apple (NASDAQ: AAPL) to Buy from Neutral and raised its target to $265 from $170, citing higher iPhone expectations, new partnerships, and likely upward revisions to Street estimates driven by gross margins.
• Wells Fargo upgraded Comcast (NASDAQ: CMCSA) to Outperform from Market Perform. The firm views a possible deal between end General Electric's (NYSE: GE) NBC Universal positively, as it thinks NBC will provide higher-margin growth for Comcast.
• Janney Montgomery upgraded Michael Baker (AMEX: BKR) to Buy from Neutral after the company completed the sale of its Energy business. The firm raised its target on shares to $46 from $40.
• Jefferies assumed coverage of Endo Pharma (NASDAQ: ENDP) and upgraded the stock to Buy from Hold. The firm cites valuation, a strong base business, and solid cash flow for the upgrade, and has a $30 target price on shares.
• Marten Transport (NASDAQ: MRTN) was upgraded to Overweight from Equal Weight at Stephens.
• U.S. Bancorp (NYSE: USB) was upgraded to Outperform from Market Perform at Keefe Bruyette.

Today was one of those trading days where it felt as though a down-day was certain. A lack of earnings news after the fear of a trade-war with China loomed early on over a tire tariff being passed on. But the market steadied after a initial drop and slowly came back before turning positive in the afternoon session. This was one of those that felt as though the closing bell was again a coin toss right up to the close of the 4:00 bell. Here are today's unofficial closing bell levels:

Dow 9,624.61 +19.20 (0.20%)
S&P 500 1,049.06 +6.33 (0.61%)
Nasdaq 2,091.78 +10.88 (0.52%)

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Analyst upgrades:

• Kaufman Bros. upgraded Computer Sciences (NYSE: CSC) and Cognizant (NASDAQ: CTSH) to Buy from Hold on better demand trends as it believes overall enterprise IT spending is turning more positive. The firm raised its target on Computer Sciences to $62 from $54 and on Cognizant to $45 from $42.
• Citigroup upgraded E-Trade (NASDAQ: ETFC) to Buy from Hold as it believes loan less trends have improved and the company could potentially be acquired. Citi raised its target on shares to $2.30 from $1.50.
• Auriga upgraded Microsoft (NASDAQ: MSFT) to Buy from Hold as it believes consensus expectations for 2010 are too low, but admits the company's Q1 results could be fairly weak. Auriga believes Microsoft is coming up to its "most powerful product cycle in many years" and raised its price target on shares to $30 from $24.
• Motorola (NYSE: MOT) was upgraded to Buy from Neutral at UBS.
• Fidelity Southern (NASDAQ: LION) was upgraded to Neutral from Reduce at SunTrust.
• Sonoco Products (NYSE: SON) was upgraded to Buy from Neutral at BofA/Merrill.

E*Trade Financial Corp. (NASDAQ: ETFC) reported Wednesday morning that its chairman and CEO, Donald Layton, will step down at the end of the year. He will retain all of his current responsibilities through the end of 2009, by which time E*Trade hopes to have named a successor.

In a warm and fuzzy press release, Layton summed up his tenure at E*Trade: "It was an exciting but very challenging time as E*TRADE dealt successfully with the severe financial distress of the last two years. Now that our major recapitalization is complete and the online brokerage business is growing again, I have accomplished what was needed for me to end my time as CEO on schedule. I wish to thank everyone involved -- it was a great team effort."

Shares of E*Trade Financial (NASDAQ: ETFC) caught a boost this morning on reports that Citadel Investment Group LLC, the online broker's largest stock and bond holder, has scrapped its plan to unload 120 million shares over the next three months. The size of the planned sale represented about 10% of the hedge fund's investment in ETFC.

"Citadel believes that the termination of the plan at this time is in the best interests of E*Trade and all of its stakeholders," said the firm in a statement. The massive sale, first announced on Aug. 11, was due to commence today, but Citadel says that no shares have been sold under the plan.

Today was one of those directionless trading days after so many gains that there was absolutely no way to know if the markets would be up or down until the last few seconds of the day. We had a very strong durable goods reading for July and even home sales figures remained high.

Here were today's closing bell levels:

Dow 9,543.52 +4.23 (0.04%)
S&P 500 1,028.12 +0.12 (0.01%)
Nasdaq 2,024.43 +0.20 (0.01%)

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Today's weakness was due to two issues. First was a much needed pullback after a monster run-up in the markets. Second was a weak Asian market turnout that spilled over to the west on concerns that maybe the recent gains did not add up to as high as share prices had gone. The stronger NY Fed District manufacturing data was merely a footnote. The bears might claim a decisive victory because there were no major rallies, but keep in mind that this is a summer Monday with light trading desks.

Here were today's unofficial closing bell levels:

Dow 9,135.34 -186.06 (-2.00%)
S&P 500 979.72 -24.37 (-2.43%)
Nasdaq 1,930.84 -54.68 (-2.75%)

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TheStreet.com's Jim Cramer says many stocks, considered frothy at one time, have turned into good turnaround stories.

Here's still one more version of a short-seller's nightmare. What happens when froth turns to investible? What happens when you see behavior that clearly indicates froth and then, somehow, the fundamentals change, and the stock takes off?

We have seen that recently in so many situations that it is pretty dazzling. It was one thing to see Genworth (NYSE: GNW) (Cramer's Take) back from the dead on its own.