Two weeks ago I decided to sell my shares of E*Trade (ETFC) after concluding it did not fit my investment criteria. It was one of my successful picks for 2010 and I made money having sold puts establishing a base price of $13.50. It closed Friday February 25 at $15.89.

I might not have chosen to post about this except for news that Ken Griffin's hedge fund Citadel Investment Group plans to sell much of its stake in E*Trade Financial. The largest shareholder selling out is news. Citadel will still hold valuable warrants, giving it the option of taking a very large position again, but for now there seems to be a change of heart for them as well.

E*Trade (ETFC - option chain) shares are rising today despite the company announcing Q4 earnings last night and posting a loss of $24.11 million, or 11 cents per share, on revenue of $517.95 million. Analysts had forecast a loss of 4 cents per share on revenue of 321.77 million.

ETFC also said it cut its loan-loss provision to $194 million from $292 million in the year-ago quarter, suggesting that it expects much lower future losses on bad loans. This stock is one that has been hit so hard by bad news that even though the overall earnings news was rough it is on the rise today. ETFC missed estimates and posted a loss after finally having two quarterly profits in a row, this small bit of optimistic news has energized investors. If you think that the stock won't fall by too much in the coming months, then now could be a good time to look at a bullish hedged trade on ETFC.

Rumor has it -- again -- that dot.bomb era survivor E*Trade (ETFC) may be acquired by none other than Charles Schwab Corp. (SCHW) for an initial offer of $24 a share. This chatter moved the stock price marginally Friday up 72 cents to $15.27. Although as of Monday morning the rumors are unsubstantiated, trading in stock options has heated up on the call side.

Bantering about the inevitable acquisition of E*Trade has been an annual pastime on and off for the past 10 years, but they resurfaced again in earnest after the financial crisis creamed most companies and institutions. E*Trade is currently capitalized at $3.37 billion. If the rumors bear fruit, the Schwab offer represents approximately a 60% premium to the current price.

TD Ameritrade (AMTD), a broker whose competitors include Charles Schwab (SCHW) and E*Trade (ETFC), closed Wednesday's session higher by 2%. The final quote came in at $14.93. That's not too far from the 52-week low of $14.53. The twelve-month range is a narrow one, as the 52-week high is $21.30.

Is the stock a trade? An investment? Indeed, you may be thinking that it's time to buy. Some things worry me, however. The one-year chart isn't attractive at all. Well, in one sense it is, because a trader/investor would be buying low at this point.

E*Trade (ETFC), an online broker whose colleagues include Charles Schwab (SCHW) and TD Ameritrade (AMTD), is a low-priced stock. It closed on Wednesday at $1.82, representing a rise of 2.8%; the move was backed by strong volume. The company reported first-quarter earnings yesterday after the bell. What should we make of the results?

According to MarketWatch, things seem to be improving. A loss of 2 cents per share compared very favorably to the loss of 41 cents per share booked in the year-ago period. As for estimates, the analysts were thinking that a loss of 3 cents per share was in the offing.

TD Ameritrade Holding Corporation (AMTD) didn't experience a spectacular start to its new fiscal year. The broker, which competes with Charles Schwab (SCHW) and E*Trade Financial Corporation (ETFC), was hampered by a decline in trading activities.

According to the press release, revenues increased a modest 2% from the year-ago period. On a sequential basis, the top line actually contracted. Net income decreased 26% to 23 cents per share. Earnings.com indicates an expectation of 26 cents per share. Margins and profitability metrics unfortunately were down across the board.

The 5 data points were price-to-sales (P/S), price-to-book (P/B), price-to-cash flow (P/CF), dividend yield and return-on-equity (ROE). I did look at other things but these were the subject of my initial focus.

This post is part of a special report, Top Picks for 2010, the 27th annual survey in which TheStockAdvisors.com asks the nation's leading advisors for their single favorite stock for the new year. See all 80 stocks listed here.

"Moviegoers represent a captive audience that can't change the channel or block a pop-up ad," observes value investor Nathan Slaughter.

In his Half-Priced Stocks, he suggests, "We expect more companies than ever before to spend ad dollars on theater ads, leading to a banner year for National CineMedia (NCMI)."

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.