Why earnings reports matter to investors
Investors not only deserve but demand transparency in their investments. If you don't know what your company is doing, why would you even own it? Buying out of hype, which is not the way Foolish investors go about doing things, means you're buying blind. You should always look at the earnings reports when they come out and then compare them to older reports to see how the company is progressing.
Earnings reports can also speak to the state of the industry as a whole. That's especially the case if you have several companies you follow in a sector.
If all the companies are seeing slowing sales or a loss in occupancy, you can possibly write off any drop in earnings as a seasonal or cyclical issue that will eventually right itself, unless the entire industry is contracting. If it's just one company, your Spidey Sense may tingle and tell you that there's danger nearby.
Most importantly, earnings reports are our basis for buying and selling stocks. For long-term investors, solid earnings with long-term potential are ideal.
We don't want to see earnings that are too high or a sudden pivot into something new. Slow and steady is what gets you there. If a company is suddenly seeing massive growth that could be unsustainable in the long run, it could be a signal that it's time to be cautious or even time to sell.