Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Shares of Quad/Graphics (NYSE:QUAD) jumped 18% today, after news of a big dividend.

So what: The company said it was increasing its quarterly cash dividend in 2013 to $0.30 from $0.25. It will also pay a special dividend of $2 per share on December 28, just before taxes are due to go up.  

Now what: The reaction to dividends recently has been out of control. All the company did was announce a return of cash to shareholders, which shouldn't inherently change the value of the business. The stock shouldn't be worth more today than it was yesterday. In the end, these dividend driven pops haven't lasted in other stocks, and I'm adding a short-term underperform call on My CAPS page, because I don't think the stock will maintain this pop over the next few weeks.

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This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.