One reason why so many new investors are taking the plunge these days is that virtually every brokerage firm is offering free courses in the mysteries of the market. The New York Stock Exchange, which prepares lessons and teaching aids for member firms, has helped organize 780 lectures drawing 33,690 people in the New York City area during the past six months. "It's almost mass-production sales promotion," says Reynolds & Co. Partner Alpheus Beane. His firm offers three different levels of courses to groups gathered anywhere from Y.M.C.A.s to shopping centers, and it is now sponsoring its second...
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