Along with being the world's greatest living investor, Warren Buffett is an outstanding writer, a generous educator, and a not-unsubstantial wit. His annual letters to shareholders, replete with investing insights both timely and timeless, without fail also include a number of well-delivered jokes. In his most recent letter, Buffett writes:

We show below our common stock investments. With two exceptions, those that had a market value of more than $700 million at the end of 2006 are itemized. We don't itemize the two securities referred to, which have a market value of $1.9 billion, because we continue to buy them. I could, of course, tell you their names. But then I would have to kill you.

Now, when I first read that, I, of course, laughed. The notion that Buffett might need to off one (or more) of his readers is just good comedy. Then I thought, "Was it Freud or an embittered ex-girlfriend of mine who said that there really is no such thing as an innocent joke?" (Who can recall, precisely?) I know the originator smoked a lot of cigars, and one of them needs to let go of the fact that I made that remark that one time about their haircut.

But I digress
Whoever it was, there's a lesson in Buffett's joke (as there is in making light of a daring haircut), and it is not completely innocent. I could deconstruct all the parts of the joke -- the setup, paradox, denouement, and release -- but dissecting humor, like frogs, tends to leave the subject dead.

Buffett's lesson is this: He ain't going to tell you what he's buying because that information creates attention around the stocks and fundamentally alters the price at which he would continue buying shares. Much as he'd like to leave you alive, for the sake of Berkshire Hathaway's shareholders, if the information slipped out -- he'd simply have a fiduciary duty to terminate you with extreme prejudice.

Buffett, master investor that he is, wants to buy stocks that are operating in the absence of any excess attention -- as should you. That isn't easy for Buffett. He's allocating capital at levels that require small purchases of very large stocks, and there is generally a fair amount of attention focused on the largest-capitalized companies. Small-cap stocks tend to benefit from having less attention focused on them, and therefore more of them (and a greater percentage of them) are likely to be mispriced.

That is what investors should make a cornerstone of any market-beating investment program: small-cap stocks in general, but in particular small caps free of the attention of the investing public.

Attention and asset prices
In that regard, a fascinating study has recently been released. It's titled "Attention and Asset Prices: The Case of Mad Money," and it examines the effects of sudden attention on stock prices, both large cap and small cap. The abstract for the report pretty much sums up the findings of the study:

We document market inefficiency in the days following the buy recommendations of Jim Cramer, host of the popular CNBC show Mad Money. The average overnight return following a first-time recommendation by Cramer is 2.86% for our entire sample and 6.76% for the smallest quartile but these gains disappear (reverse) within several trading days. We also find that trading volume and short sales volume are all significantly higher than normal on the day following Cramer's recommendations.

The report doesn't seek to measure the longer-term value of Mad Money's stock recommendations, but instead measures the effects of the immediate attention on the stock price. Note that for this recent live program, aired Tuesday, Sept. 25, the effects are pretty consistent with the study's findings.


9/25 Close

9/26 Open

Price Movement

Place in Show

Market Cap





Opening Segment

$976 million

Textron (NYSE:TXT)




Opening Segment

$15.8 billion





Closing Segment

$4.3 billion





Lightning Round

$201.9 billion

Procter & Gamble (NYSE:PG)




Lightning Round

$221.0 billion

Wynn Resorts (NASDAQ:WYNN)




Lightning Round

$17.8 billion

Las Vegas Sands (NYSE:LVS)




Lightning Round

$49.0 billion





Lightning Round

$23.0 billion

Stocks mentioned in the lightning round, though often receiving as much or more praise or condemnation as opening-round stocks (measured by screams and sirens), don't really move. "Lightning-round" stocks weren't measured in the study, only stocks treated at length in segments such as the opening round.

CBRL and Navistar illustrate the study's conclusion. And that's just a fairly brief mention on a television show that has a new episode coming out almost daily. Imagine the kind of effect "Warren Buffett is buying!" would have on any stock. Even in large caps, the effect would probably be even more dramatic and more sustained than the so-called Mad Money Effect.

Search the shadows
And so, like Buffett, you should focus on stocks and companies that are out of the limelight. Unlike Buffett, you have the opportunity to purchase small-cap companies, which historically have proven to have significantly better returns than large caps.

That's what we do at Motley Fool Hidden Gems. Focusing exclusively on little-known, low-attention stocks has led to our ranking as the No. 1 performing newsletter in America by Mark Hulbert. If you'd like a free 30-day trial of our service, it's yours for the taking -- at that price, I'd advise it's probably worth it.

And allow me to offer up another piece of advice: Don't ask Buffett what he's buying. Nothing good can come of that.

This article was first published as "Warren Buffett Issues Death Threat" on June 28, 2007. It has been updated.

Bill Barker owns none of the stocks mentioned in this article. Berkshire Hathaway is a Motley Fool Inside Value and Stock Advisor recommendation. Garmin is also a Stock Advisor recommendation. The Motley Fool has a disclosure policy.

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.