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"This is a highly original, readable, and impressively well-researched book... It is essential reading not only for historians of Wall Street, but also for those interested in the history of advertising and marketing, and cultures of investment."

"Traflet successfully explores the shifts in both small savers' attitudes toward stocks and in NYSE officials' attitudes toward small savers and mass merchandising."

"Traflet makes a compelling argument for the role of the New York Stock Exchange in building a stronger shareholder culture, even if it did not turn out quite as the Board's members envisioned."