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Premiums for Sophisticates. But there is another group of market sophisticates whose risk in dealing with puts and calls is much less. These are the people who make options available from the stocks in their portfolios. To find them, Filer, Schmidt and the nation's 20 other put and call dealers turn to investment trusts, pension funds and individual portfolio holders who intend to hold their stock for long periods. For selling a put or call the stockholder receives a premium ranging from $112.50 on 100 shares and up, depending on the price of the stock and length of the option. Usually those who sell puts and calls offer them at different prices and for varying periods, thus lessen the chances of loss when options are exercised. "This," says Filer, "produces the same effect as an insurance company insuring thousands of houses against fire." With many options, the odds favor the seller, and he can receive enough premiums in one year to provide a fat return on his stocks.
For an option seller to avoid big losses, Filer cites two rules: 1) never sell a call option unless you own the stock, since you may have to buy it at a higher price if the call is exercised; and 2) never sell a put option unless you have the money to pay for the stock if the stock is put to you. "Following these rules," says Filer, "the risk in selling options is no greater than the risk in owning stocks."