American Express (NYSE: AXP) saw a big sell-off in its shares during the after-hours session on Monday following the release of its second-quarter earnings numbers. The shares already closed down over 11%.

It isn't difficult to comprehend this one. According to Earnings.com, Wall Street was hoping for the credit company to make 83 cents per share. American Express only delivered 57 cents per share from continuing operations. Not only did the company disappoint the Street by a very wide margin, but it disappointed itself, since that 57 cents per share represents a 35% drop compared to the bottom-line results achieved a year ago.

Yep, the financial crisis is still with us. American Express needed to significantly add to its credit reserves. Management stated that the economy is having a negative effect on its cardmembers, and that previous guidance can no longer be relied on. Translation: don't buy this stock! At least, that's my opinion.

I simply can't see allocating investment funds to American Express at this point. If investors wanted to get some exposure to plastic, all they would need to do is consider Visa (NYSE: V) or MasterCard (NYSE: MA). Both of these businesses are based primarily on transactions, not on credit risk. Whenever a card is used, these businesses get a little cut. And that adds up, my friends. Granted, both of these companies sold off on Monday and have been weak lately, and they have litigation risk, but I'd at least look at them for the long-term. Over time they should do well.

American Express, however, is way off my list of potential investment ideas. Not even going near this one. Name a timeframe (e.g. year-to-date, one-year, five-year, etc.), and you'll find that the stock is down. The economy is going to have to turn sharply before I even remotely consider it.

Disclosure: I don't own any company mentioned; positions can change at any time.

MAJOR PAPERS:

• A loss of confidence in the government sponsored mortgage firms Federal National Mortgage Association (NYSE: FNM), or Fannie Mae, and Federal Home Loan Mortgage Corporation (NYSE: FRE), or Freddie Mac, resulted in both companies shares plunging about 15% to 14 year lows. Because the two are the largest providers of funding for mortgages in the U.S., their troubles are significant as both may have to issue billions of dollars in stock to save themselves, diluting current shareholders, according to the Wall Street Journal.
• For 75 years the NFL's Pittsburgh Steelers have been owned by the Rooney family, but that may now change as the Wall Street Journal reported that the family is seeking to sell the football team which is valued at about $1.2B. One potential buyer is Stanley Druckenmiller, a billionaire, and chairman of Duquesne Capital Management in Pittsburgh.
• British Prime Minister Gordon Brown yesterday raised the issue of visa problems facing BP Plc (NYSE: BP) employees in Russia with Russian President Dmitry Medvedev, but Medvedev did not make any concessions on the issue, according to the Financial Times. Some people have suggested that BP's billionaire partners in its Russian joint venture, TNK-BP, have orchestrated the visa problems in order to gain control of the venture.

I love the long-term prospects of Visa (NYSE: V) and MasterCard (NYSE: MA), but I do have to concede that a pesky lawsuit by Discover (NYSE: DFS) is the one big fly in this story's soup. According to the following article, Discover wants both credit-card companies to pay $6 billion for perceived violations of antitrust regulations. Unfortunately, these damages could be tripled if Visa and MasterCard lose. One of the big problems here is that American Express (NYSE: AXP) already won a settlement of $2.1 billion from Visa late last year and the company established an escrow fund worth $3 billion for litigation payments.

I'll admit, this lawsuit does give me and my credit-card investment thesis a little case of the shivers. After all, tripling $6 billion to $18 billion means that a huge amount of money is in play here, and a successful outcome for Discover would hamper the stocks of the two big card entities. When you read through the litigation risks in Visa's SEC filings (out of MasterCard and Visa, the latter is my favorite since it is still relatively fresh off its IPO and MasterCard has already had a big run), they are pretty scary. And the fact that the $6 billion figure just came to light this week has probably soured the perception of some investors and analysts. Nevertheless, all the previous litigation talk didn't stop Visa's stock from taking off after its IPO earlier this year.

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There is a great article on Visa (NYSE: V) and MasterCard (NYSE: MA) over at TheStreet.com. It talks about the incredible growth in prepaid cards. A prepaid card is one which has a certain quantity of stored value on it. Think of it as being similar to a gift card, except that a prepaid card can be used most anywhere. Both Visa and MasterCard want to capture as much market share for prepaid cards as possible because they offer the same revenue model as existing credit cards in terms of processing fees.

The wonderful thing about stored-value cards is that they represent the ultimate desire of the business economy: conversion into a cashless society. Not only does business want this, but so does the government, which will probably increase its use over time in terms of distributing monies such as unemployment benefits and social-security funds to individuals lacking bank accounts.

An important point made in the piece is the fact that prepaid cards will take a long time to reach critical mass and to become economically significant for Visa and MasterCard's bottom lines. This must be kept in mind, yet I have to say that I personally think prepaid cards could become more significant sooner than people think, assuming that the two big guns in this area buckle down and make some smart moves. Let me describe what I mean.

You know, I can't take much more of the financial crisis. That's because I own Newcastle Investment (NYSE: NCT) and CapitalSource (NYSE: CSE). I'm kind of hoping we get out of the mess brought on by the housing-bubble pop and the mark-to-market devaluation so that these stocks will rise again. As we continue through this recession, another problem may soon assert itself.

According to this article, consumers are starting to rely on their credit cards a little too much. This could lead to a larger quantity of delinquencies. In fact, the piece states that card delinquencies were at 4.86% in Q1, a multi-year high. Further, revolving debt increased 7.9% in March, coming in at $957 billion. Not too far away from a trillion, my friends. Let me tell you, this is the last thing we need right now. Delinquencies will become a major problem for the banks, leading to further erosion of confidence on financials by investors.

As can be expected, two ideas immediately came up during the course of the article: Visa (NYSE: V) and MasterCard (NYSE: MA). How could they not? If people are taking credit debt, then they must be using those two brand names. Since Visa and MasterCard don't really have exposure to the debt side of things, they are relatively safe from that aspect.

Visa Inc. (NYSE: V) is a worldwide retail electronic payments network. The firm owns and operates VisaNet, a global processing platform that provides authorization, clearing, and settlement services to some two billion card holders. Visa also licenses its name to member institutions, which issue and market their own Visa products and participate in the VisaNet system. The company went public in March of this year, pricing 406 million shares at $44 per share.

The stock popped last week, on positive brokerage remarks. SunTrust reiterated its "buy" rating on the issue and raised its target from $87 to $100, citing solid organic revenue and EPS growth prospects. That sparked a run to the upside in V shares, which was subsequently magnified by word of a bullish outlook from rival Mastercard (NYSE: MA). The move was accompanied by heavy interest in Visa call options, particularly the June $85 instrument.

MasterCard (NYSE: MA) is recently up $25.91 to $312.80. MA raised its long term financial goals and expects double digit net revenue growth for 2008. MA May option implied volatility of 39 is below its 26-week average of 43 according to Track Data, indicating decreasing price risk.

Visa (NYSE: V) is recently up $3.21 to $85.20. V call option volume of 72,103 contracts compares to put volume of 10,196 contracts. V June option implied volatility of 48 is near its nine-week average of 45, suggesting non-directional price uncertainty.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com

Credit cards ... the little plastic cards in your wallet that are so convenient to rely on when you are strapped for cash. While the convenience of having cards definitely makes it easier to buy items when you are running low on cash, the flip side is that credit card debt can drown the typical household, and statistics are showing that Americans are pulling out their cards more than before.

One of the reasons why credit card usage has been on the rise is the fact that homeowners are having a harder time using home equity to get a cash infusion into their accounts. As a result, they are looking to borrow money from somewhere, and more times than not, they are turning to credit cards.

The evil with credit cards is that once you start to use them to pay for your basic necessities like food and gas, you find that in the months to come you still can't afford your basic needs but in addition, your monthly bills are racking up like crazy due to your credit card expenses. It's a scary cycle that many families find themselves trapped in.

MOST NOTEWORTHY: Learning Tree, Shengdatech and Cepheid were today's noteworthy initiations:

• B. Riley initiated Learning Tree (NASDAQ:LTRE) with a Buy rating and $24 target. The firm believes investors have an opportunity to invest in a compelling revenue growth/margin expansion story at reasonable multiples with the stock off recent highs.
  
• Merriman started Shengda Tech (NASDAQ:SDTH) with a Buy rating and points to the company's growing nano-particle business and the vast market expansion opportunities associated with this business.
  
• Stephens believes Cepheid (NASDAQ:CPHD) possesses a best-in-class platform for molecular diagnostic testing with a virtual monopoly in the molecular point of care market; shares were assumed with an Overweight rating and $32 target.

OTHER INITIATIONS:

• Visa (NYSE:V) was started at Morgan Keegan with a Market Perform rating.
  
• Morgan Stanley initiated Dr. Pepper Snapple (N YSE:DPS) with an Equal Weight rating and $30 target.
  
• Goldman initiated Kraft Foods (NYSE:KFT) with a Neutral rating.

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

• Allegiant Travel Co. (NASDAQ: ALGT) beat estimates with soaring Q1 revenues, bucking the airline trend.
• Apache Corp. (NYSE: APA) Q1 profits doubled but fell short of expectations.
• Avon Products Inc. (NYSE: AVP) posted solid Q1 results despite negative operational cash flow.
• Centex Corp. (NYSE: CTX) posted a Q4 loss well below analyst estimates.
• Cigna Corp. (NYSE: CI) profits plunged in the first quarter on litigation charges.
• Countrywide Financial Corp. (NYSE: CFC) posted another big loss, way off estimates of a small profit.
• Deutsche Bank AG (NYSE: DB) posted its first quarterly loss since 2003 on write-downs.
• Gardner Denver Inc. (NYSE: GDI) beat Q1 expectations and raised its outlook for the year.
• International Paper Co. (NYSE: IP) fell short of Wall Street's Q1 earnings estimates.
• Jacobs Engineering Group Inc. (NYSE: JEC) beat Q1 estimates and offered fully-year guidance.
• KBR Inc. (NYSE: KBR) Q1 profit more than doubled on arbitration benefit.
• MasterCard Inc. (NYSE: MA) topped analysts' expectations as Q1 profits more than doubled.
• Office Depot Inc. (NYSE: ODP) Q1 profits tumbled 55% but still beat analysts' estimates.

This post is part of our Battle of the Brands feature. Let us know which brand you prefer, and check out other Battle of the Brands posts.

In the battle for "cool history," American Express (NYSE: AXP) wins this one hands down. The company was started in 1850 as an express delivery service. At the time, the U.S. Postal Service was slow and unreliable, and sending anything important or valuable was ill-advised. The American Express Company was known for its "expressmen," who delivered valuable packages all over the country, usually on horseback or with stagecoaches.

After establishing a strong reputation for delivery service, the company later decided to phase out deliveries and move into financial services. They had delivered countless documents for banks, and the money business was appealing. American Express first offered money orders in 1882, followed by travelers cheques in 1891. The travelers cheque business was the main focus of the company for many years.

In 1958, the company gave in to market pressures and issued its first charge card. For almost 30 years, though, the card was not to be used as a "credit" card. All balances were to be paid in full each month. In 1987, that changed as American Express finally issued a card that allowed revolving balances.

After the world's largest credit and debit card processor, Visa Inc. (NYSE: V), reported earnings last night, today was its main competitor MasterCard Inc.'s (NYSE: MA) turn to step up to the plate. The company posted quarterly earnings figures that topped analysts' expectations, pushing its shares up 10% in morning trading.

MasterCard reported that its first quarter profit more than doubled to $446.9 million, or $3.38 a share, helped by gains from the sale of its investment in Redecard S.A. in Brazil. The weak dollar and more customers who used their credit and debit cards for purchases also boosted the company's earnings.

Included in MasterCard's earnings was 37 cents a share related to the terminating of a customer business agreement. Excluding that, the credit-card giant posted earnings of $3.01 a share, exceeding analysts' estimates for a profit of $2.00 a share.

Visa Inc. (NYSE: V) reported earnings for the very first time since its IPO last month -- and I'll bet there are a lot of you out there who are, like myself at the moment, kicking yourself for not buying the card-entity's stock!

As for the Q2 numbers, Visa saw its revenues decline by 50% to about $1.5 billion. Net income on an adjusted basis was $0.52 per share for the Class A common stock. Looking at the cash-flow statement, we see that cash from operating activities for the six-month period was used instead of generated, to the tune of $252 million -- last year's operational cash flow was much better at a positive $386 million. There was a big hit on the cash-flow statement from litigation effects.

Here's my reaction to the earnings -- from a pure individual-investor viewpoint, I personally don't think the stats are so important from this first report. Visa has just begun its life as a stock; it has incredible brand equity, and if you look at how MasterCard Incorporated (NYSE: MA) shareholders have benefited from that company's float, I'd be surprised if something similar doesn't happen with this one over the next couple years. I meant to buy Visa on its first day of trading, but I didn't; how wrong I was. The shares closed today at $75.63, but are trading down 4% as of this writing in the post-hours. Management gave some guidance in the press release -- revenues should grow the next few years somewhere between 11% and 15%, earnings per share should see solid 20% appreciation, and annual free cash flow will be at least $1 billion (this assumes that litigation reimbursements from litigation escrow are added back). I like the guidance, I like the strength of the stock, I like that people use Visa cards like crazy -- I want to watch, maybe even pray, for pullbacks on this stock.

Disclosure: I don't own shares in any of the companies mentioned here; positions can change at any time.

MOST NOTEWORTHY: Visa, Cardionet and Motorola were today's noteworthy initiations:

• RBC initiated Visa Inc (NYSE: V) with an Outperform based on margin expansion opportunities, the secular growth story towards electronic payments, lack of credit risk, and international opportunities. Piper started Visa with a Neutral rating. While the firm believes that Visa should generate long-term earnings growth and free cash flow, the firm thinks that Visa's valuation has increased the risk that strong earnings growth may not meet investors' expectations. However, the firm believes that Visa can still post strong results despite the U.S. consumer slowdown. Goldman initiated Visa with a Buy rating and $90 target and Morgan Stanley started shares with an Equal Weight rating and $75 target.
• Citigroup rated Cardionet Inc (NASDAQ: BEAT) a Buy, citing favorable arrhythmia monitoring trends. The firm has a $26 target on Cardionet.
• Motorola Inc (NYSE: MOT) was assumed with an Equal Weight rating and $75 target at Morgan Stanley on valuation.

OTHER INITIATIONS:

• Merriman initiated Netezza Corporation (NYSE: NZ) with a Neutral rating.
• Credit Suisse started Cascal N.V. (NYSE: HOO) with a Neutral rating and $11.65 target.

Visa (NYSE: V) is recently up $1.39 to $76.44.

V will report its first quarterly EPS results since its IPO tonight.

SunTrust says: "We project that significant prospective operating leverage will propel EPS, EBITDA and FCF well ahead of organic revenue growth."

V call option volume of 39,763 contracts compares to put volume of 10,938 contracts. V May option implied volatility of 66 is above its five-week average of 45 according to Track Data, suggesting larger price uncertainty.

Options Update is provided by Stock Specialist Paul Foster of theflyonthewall.com