Here are some highlights from this past week's earnings coverage on BloggingStocks:

• Aflac Inc. (AFL) posted better-than-expected Q4 earnings, though revenue fell short, and offered rosy guidance.
• Avon Products Inc. (AVP) posted Q4 earnings growth that met analysts' expectations but shares sold off.
• Cisco Systems inc. (CSCO) higher Q2 earnings topped the consensus estimate but cash flow fell.
• CME Group Inc. (CME) fell short of analysts' Q4 profit expectations, resulting in price-target cuts.
• ExxonMobil Corp. (XOM) posted better-than-expected Q4 earnings and revenue that boosted shares.

Visa (V), a credit card company that competes with American Express (AXP), Discover Financial Services (DFS), and MasterCard (MA), is looking good after the Q1 report, which was released to the market after the bell on Wednesday. GAAP net operating revenue went up 13%. Net income was $1.02 per Class A share, representing a 38% year-over-year increase. According to TheStreet.com, the expectation was for 91 cents.

I simply love this business model. We're a society that is addicted to using credit and debit cards, and Visa takes a little percentage of each transaction. So far, the model is working like a charm. Visa expects prosperous growth in the future, plus a whole lot of free cash flow.

U.S. stock futures were lower Thursday following declines in overseas markets as worries about Europe's sovereign debts resumed. Despite Cisco Systems' upbeat report concerns about the economic recovery ahead of the jobs report continued to affect investors' sentiment.

Already on Wednesday, several weak economic readings, including a service sector gauge, and disappointing results from Pfizer (PFE) pushed stocks lower. But Wall Street is bracing for the nonfarm payroll report due out Friday morning to get a better feel for the state of the economic recovery and employment.

Look, 2009 was a "flush" year. Market rallies were constrained by the low baseline set at the end of 2008, unemployment was high and caution defined nearly every corporate decision. The travel market sucked. The art market sucked. The financial industry labored on with the support of taxpayer money while 140 banks were forced to call it quits. So, we turn to the new year, as yet undefined, for excitement of the type we want ... and it seems likely to deliver. As Nero played from the rooftops, the social media industry inched forward to the climax we hope to see this year -- the initial public offering.

The action hasn't really begun, and the signals emitted are open to various interpretations. Nonetheless, Facebook's new dual-class stock structure is hard to miss, as it would protect the influence of early entrants to the company -- either as investors or options-compensated employees in the event that the 350 million-strong social networking site brings ownership opportunities to the public.

Stocks had effectively no real market moving economic data to trade off of. We also saw a break-away from the inverse relationship between stocks and the US Dollar, as both were up on the day.

Here were today's unofficial closing bell levels:

Dow 10,414.07 +85.18 (0.82%)
S&P 500 1,114.05 +11.58 (1.05%)
Nasdaq 2,237.66 +25.97 (1.17%)

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Analyst Upgrades

• Baird upgraded Visa (V) to outperform from neutral and raised its target to $100 from $88, citing valuation and an improvement in key trends that include transactions, volume and international travel.
• FBR Capital upgraded Illinois Tool Works (ITW) to outperform from market perform to reflect valuation and expectations for earnings upside in the first half of 2010. The firm raised its target on shares to $58 from $55.
• Goldman added Brookdale Senior Living (BKD) to its conviction buy list based on a bottom in fundamentals and positive senior housing trends. The firm raised its target to $22 from $20.
• Exxon Mobil (XOM) was upgraded to buy from hold at Societe Generale.
• Newfield Exploration (NFX) was upgraded to overweight from equal weight at Barclays.
• PPD (PPDI) was upgraded to buy from hold at Jefferies.

Late Friday, Standard & Poor's (S&P) announced that it will add four new companies to the S&P 500 Index (SPX), including credit card company Visa (V). Visa will replace telecom equipment company Ciena (CIEN). S&P stated that all the companies moving to the index have market caps above $5 billion, which makes them more representative of the market-cap range.

This morning, analysts are reacting to the news, setting up Visa for a bit of a news-related Monday rally. RW Baird upgraded Visa to outperform from neutral and upped its target price from $88 to $100, noting that it expects growth to reaccelerate growth over the next couple quarter, "along with annual earnings-per-share growth of more than 20 percent over the next couple years." Baird also believes that improving retail sales will help Visa. In addition, William Blair upped its estimate on Visa in order to reflect "an improved volume outlook."

Analyst Upgrades

• Citigroup upgraded Reynolds American (RAI) to buy from hold to reflect its improved outlook for the company's market share and pricing. Citi also sees a greater chance of British American Tobacco (BTI) bidding for the rest of Reynolds American it doesn't already own. The firm raised its target price on Reynolds to $59 from $52.
• Stephens upgraded Simmons First National (SFNC) to overweight from equal weight to reflect the company's balance sheet and potential for accretive FDIC-assisted acquisitions. The firm raised its target on shares to $32 from $29.
• FBR Capital upgraded Astoria Financial (AF) to market perform from underperform on expectations the company's net charge-offs will peak in the fourth quarter, limiting downside risk. The firm raised its target on shares to $11 from $10.
• First Solar (FSLR) was upgraded to buy from hold at Collins Stewart.
• Brown-Forman (BF.B) was upgraded to neutral from underweight at JPMorgan.
• Juniper (JNPR) was upgraded to conviction buy from buy at Goldman.

I've said on many occasions that I prefer MasterCard (NYSE: MA) to Visa (NYSE: V). No, I don't mean the card products themselves. I mean the stocks. I believe Visa has better brand equity associated with it, and I think it possesses a little more depth and fundamental prowess. However, both of these companies operate on the same basic economic model: collect fees on transactions, and don't take on loan risk. So, both MasterCard and Visa do offer compelling long-term investment theses.

And, even though there were some negative outlooks on MasterCard's latest earnings report, which was released Tuesday, I have to say that I didn't find the situation too disturbing. Revenues increased only 2%. The top line was inhibited by currency effects, but it's not like we haven't heard that story before. More importantly, MasterCard posted adjusted income of $3.48 per share, representative of a 40% increase over the adjusted income recorded a year ago.

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.

TheStreet.com's Jim Cramer still doesn't like this market -- the good GDP figure isn't enough to sustain us.

You know when you have gotten too negative? When you pick up the paper and the lead story is "Slump Sinks Visa Program," and you say, "That's it! I can't take it ... Visa was the one bright spot in my portfolio, and now they've taken that away!"

Then you read the story and you know it is not about bank fee rates or credit card usage or congressional bashing for once, but about a skilled workers program. It has nothing to do with the red-hot Visa (NYSE: V) (Cramer's Take) at all.

Visa (NYSE: V) is one of my favorite businesses on Wall Street. It should be an excellent long-term investment. People will always use branded credit cards, and Visa doesn't take a lot of risk. It simply collects a little of the spoils on each transaction. What a model!

According to TheStreet.com, Visa increased top-line sales by 10% in the fourth quarter, and expanded per-share profit by 28% to 74 cents, excluding certain items. Forecasts were for 72 cents per share.

So this earnings season hasn't turned out as bad as some had feared. In fact, we've seen some pretty stellar results from the likes of Amazon.com (NASDAQ: AMZN), Apple (NASDAQ: AAPL), and Yahoo! (NASDAQ: YHOO).

Then there was the Fed's Beige Book report, which suggested that the U.S. economy had stabilized -- and even improved a bit in some sectors.

Well, the earnings crunch rolls on this coming week leading up to Halloween. Do analysts surveyed by Thomson Reuters expect more treats or tricks from coming quarterly reports?

A lot of earnings reports were issued last week. The market was busy sorting them all out. I'm going to take a fast look at several of the issuing companies.

American Express (NYSE: AXP): Don't leave home without it. Good advice for the card, perhaps, but what about the company? Should your portfolio leave home and forget this stock? I'd say so. It's not that American Express lost the earnings game. On the contrary, Bloomberg reported a beat. American Express earned 44 cents per share from continuing operations, adjusted. This was six pennies ahead of forecasts. Okay, I applaud such performance. And shares are way off the single-digit 52-week low. Thing is, I'm in love with another card business. Visa (NYSE: V). As I've stated before, I enjoy the beauty of Visa's lower-risk model. It doesn't have to put up with loan risk. Yes, the situation at American Express might be improving, but I'm not going to buy this one.

Discover Financial Services (NYSE: DFS), a credit card company that competes with Visa (NYSE: V), MasterCard (NYSE: MA), and American Express (NYSE: AXP), released earnings for the third quarter on Thursday. The company put analysts to shame by posting a profit instead of a loss according to an article from Reuters.

The projection was for a loss of 12 cents per share. Discover actually made 52 cents per share of profit, once you exclude monies received from an antitrust settlement. Wow, that's what you call being way off the mark! The disparity surprised me, so I went to our very own earnings preview to see what we were reporting for an estimate. Sure enough, it stated the exact same expectation for a loss of 12 cents.