We've put three quarters behind us in 2009, and the most recent one was merely another miserable step downward for the beleaguered newspaper industry. Total ad revenue plummeted in the third quarter to $6.4 billion for the print jockeys, a decline of 28%. This info from the Newspaper Association of America drives home the notion that conditions will only worsen for the newspaper industry. So, if you're hoping those shares of New York Times Company (NYT), Gannett (GCI) and Washington Post Company (WPO), holding your breath will leave you little more than dizzy.

Of the total advertising revenue generated in the third quarter of 2009, $5.8 million came from print, the lowest quarterly amount this year. The $623 million in online advertising sold by America's newspapers was also 2009's worst. Both are down substantially from the same quarter in 2008, when the newspapers posted print ad revenue of $8.2 million and online ad revenue of $750 million, according to NAA data. At this time last year, we lamented year-over-year declines approaching 20%. Now, we have the same feelings as ad revenue drops approach 30%.

Today was a very unusual day. There was no real economic data to absorb. And the markets did see some unusual options trading ahead of expiration date at 4:00 PM today. Disappointing earnings kept a negative bias in the air despite a brief recovery into positive territory in the final hour today... Yet the negative close seemed almost a certain fate today.

Here are today's unofficial closing bell levels:

Dow 10,318.16 -14.28 (-0.14%)
S&P 500 1,091.37 -3.53 (-0.32%)
Nasdaq 2,146.04 -10.78 (-0.50%)

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Unusual Options Trading

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.

I have had my problem with Starbucks (SBUX) CEO Howard "Schultzie" Schultz in the past, but his latest little stunt has really ticked me off.

First things first, I will enjoy the occasional cup of Starbucks coffee, but the price has put a venti mocha-frappa-latte-chino out of my budget so I have started making my own at home. The company's product is good, but its competitors -- namely McDonald's (MCD) and Dunkin' Donuts -- offer a comparable product at a fraction of the price. I have long thought that Starbucks' saturation business model has been its biggest fault, with Schultzie's leadership running a close second.

Oprah Winfrey, arguably the most powerful woman in entertainment (if not the world in general), is preparing to pack her luxurious bags. She's announced that in 2011, after a quarter-century of favorite things and heartfelt interviews, "The Oprah Winfrey Show" will be no more. The last program is scheduled for Sept. 9, 2011. One can only imagine who might be her guests.

In syndication across the country, Oprah's eponymous program is the top-rated U.S. daytime show (take that, Days of Our Lives!), with an average viewership of 7.1 million this year.

While not entirely unexpected, the news is likely a bit of a blow to CBS Corporation (CBS), as its CBS Television Distribution arm syndicates the program. Additionally, Walt Disney (DIS) might feel the sting of an Oprah departure as Disney-owned ABC is the primary network that airs the show. And will it impact O, Oprah's monthly magazine published by the Heart Corporation? To say nothing of all of the manic women in the audience who long for a chance at one of Oprah's favorite things.

According to The Wall Street Journal, some of Goldman Sachs's (GS) largest shareholders are petitioning the company to lower the size of its bonus pool. These shareholders feel that GS should be passing along more of its earnings to investors. According to "people familiar with the situation," these investors hold "tens of millions" of GS shares and are complaining in private conversations at GS's annual analyst meetings.

With GS raking in record net income and compensation, the shareholders believe that the benefits should be shared among them rather than in compensation and benefit for the employees. The shareholders are also concerned about a minute change in the firm's financial statements regarding how the company counts the number of employees.

TheStreet.com's Jim Cramer says traders who focus on the negative will pounce on this poor report.

Thanks for nothing, Dell (DELL) (Cramer's Take)! Given that this market seems to care less about the good like NetApp (NTAP) (Cramer's Take), Ross Stores (ROST) (Cramer's Take) or Limited (LTD) (Cramer's Take) and is focused on the bad, like the semi-downgrade from Bank of America Merrill Lynch, I am sure that Dell will be viewed as part and parcel with the downgrade.

I can't stand Dell. I actually slam it in Getting Back to Even, taking a chance that it would get its act together and make me look bad on the very quarter the book is released. Looks like that was a lot of worry for nothing.

U.S. stock futures fell Friday morning, indicating continued weakness in the stock market. Dell's worse-than-expected earnings reported late Thursday are putting pressure on equities as a whole and technology shares in particular. Investors may be moving toward safer securities in the absence of confidence in the strength of the sector, which has already stumbled the last couple of days.

On Thursday, stocks fell across the board: the Dow industrials were down 0.9%, the S&P 500 declined 1.3% and the Nasdaq composite skidded 1.7%, following an analyst downgrade of semiconductors. This put further pressure on a sector that was already reeling from earnings the day before. Economic reports didn't help to increase investors' confidence Thursday.

Old Navy is back!

At least, that's what most media outlets are reporting. According to Associated Press, "the bad economy has been good for the chain's lower-price Old Navy brand, which was retooled last year to resume catering to frugal moms after an ill-fated foray into trendier fashions."

Wednesday's strong IPO of Fortinet is yet another sign that investors are warming up to early-stage deals -- especially of fast-growing companies.

So does this mean we'll see a public offering of a company like Facebook?

Maybe so. According to Bloomberg News, there has been lots of activity in the private shares of Facebook, which have spiked 42% over the past couple months. The valuation now comes to about $9.5 billion.

TheStreet.com's Jim Cramer says the world's economies are getting too strong to obey these downgrades of Intel and TI.

When Wall Street starts looking at tech companies as they would industrials -- as they should be scrutinized -- then we will not get downgrades like Bank of America/Merrill's takedowns of Intel (INTC) (Cramer's Take) and Texas Instruments (TXN) (Cramer's Take).

The essence of these two downgrades is the looming inventory correction that everyone has feared from $14 a share onward for Intel and $18 for Texas Instruments at the start of the summer. At every step I have heard of this coming breakdown, the double ordering and the decline in demand as one analyst after another has warned us of the apocalypse around the corner.

Leggo my Eggo. No, seriously! There's a shortage on the familiar brand of frozen waffles, spurred by problems at Kellogg (K) bakeries in Atlanta and Rossville, Tennessee. The former plant saw flooding last month and had to halt production, while the Tennessee location needs extensive repairs, which has shut down several lines for the time being.

There will be a shortage of the baked good through 2010, according to reports from the cereal giant. Other Eggo-branded products, such as syrup, pancakes, and other breakfast items, will be impacted as well.

Barnes & Noble Inc. (BKS) announced Tuesday that it had adopted a so-called shareholder rights plan to ward off "efforts to obtain control of the Company that are inconsistent with the best interests of the Company and its stockholders."

The company didn't go into specifics, but it is likely a response to billionaire Ronald Burkle's recent disclosure that he had boosted his stake in the company to 17.8%. In a press release, Barnes & Noble disclosed how the rights work:

Although some members of his administration don't hold Fox News in too high of regard, President Barack Obama did sit down with the news outlet to discuss the economy. In the interview, President Obama offered what some are calling his "sternest warning" about containing deficits. President Obama believes that a further compilation of government debt could lead to a double-dip recession.

The president believes that his administration faces a "delicate balance of trying to boost the economy and spur job creation," but the administration has to set the economy on "a path toward long-term deficit reduction." He noted that it is important "to recognize ... that at some point, people could lose confidence in the U.S. economy in a way that could actually lead to a double-dip recession."

Once upon a time, Mac users could brag they were much safer from malicious electronic attacks. After all, in the days before Google (GOOG), when Microsoft (MSFT) was the only uber-player in town, Windows was the perpetual malware target. Phishers, however, aren't discriminating; they're just looking for an account to plunge. So, both Apple (AAPL) and Microsoft users are threatened. Virus writers do tend to focus on the Windows operating system, which owns 90% of the OS market, but phishers are platform independent.

Phishing involves attempts to get a user to reveal information about their accounts. Once the soon-to-be victim clicks that link or fills out a form, the "transaction" is complete -- no operating system interaction necessary. As a result, there really isn't any advantage to using a Mac over a PC.