Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, March 28, 1995 TAG: 9503280070
SECTION: BUSINESS PAGE: B6 EDITION: METRO
SOURCE: ASSOCIATED PRESS
DATELINE: BEARDSTOWN, ILL. LENGTH: Medium
Margaret Houchins is a stock-market whiz and a best-selling financial author who works on Wall Street. Beardstown's Wall Street, that is.
Houchins, owner of the Countryside Florist and Gift Shop on Wall Street in this tiny Illinois town, is one of 15 ``Beardstown Ladies'' whose financial track record beats that of most experts.
Their latest feat is ``The Beardstown Ladies' Common-Sense Investment Guide: How We Beat the Stock Market - and How You Can, Too,'' a book that has sold more than 200,000 copies and shot onto best-seller lists.
``I think it gives [readers] the feeling that `If they can do it, I can do it,''' said Houchins, a member of the club for four years.
The club has averaged a 23 percent annual return on its investments since forming in 1983, about twice the growth rate of the Standard & Poor's 500, which is often used as a gauge of investment performance, and much better than most money managers accomplish.
The book stresses the Beardstown Ladies' folksy demeanor, noting their ages - the average is about 63 - and backgrounds as homemakers, secretaries, farmers and the like.
One chapter profiles the members and gives their favorite recipes: Lillian's Chicken Supreme or Shirley's Stock Market Muffins (Guaranteed to Rise!).
Don't let the country exteriors fool you. They know stocks. One moment great-grandmother Elsie Scheer is pouring lemonade; the next she's discussing the proper buy range and the intricacies of the upside-down ratio.
Their success has taken the Beardstown Ladies far from their home of 6,200 people, about 65 miles southwest of Peoria.
Some members just completed a nationwide four-week book-promotion tour, and they've been interviewed on television and in the press nationwide. They are swamped at book signings.
I think we're very flattered. It's a little bit overwhelming,'' said founding member Betty Sinnock. ``If it stopped tomorrow, the memories we have would be fantastic.''
Seth Godin, who makes a living coming up with ideas for books, first thought of turning the club's story into a how-to book. ``The ladies' story is compelling enough that we were able to cut through the clutter and get people to notice it,'' he said.
Another book - this time on planning for retirement - is in the works.
by CNB