Analyst Goes Goo-Goo for Google

The Associated Press also played it totally straight, ironing out of its report any stray mention of its ridiculous qualities:

"Citi analyst Mark Mahaney joined them [other analysts] Wednesday, predicting the growth rate in online advertising will "slow materially" in the fourth quarter. He reiterated a "Buy" rating on the stock, but lowered his fourth-quarter revenue and earnings per share forecasts by 3 percent to $4.16 billion and $5.03, respectively."

Same with paidContent.org:

"Citigroup's Mark Mahaney, in a client note, cut his estimates by 3 percent for Q4 profit and net revenue, to $5.03 a share and $4.16 billion, respectively. He still maintains a "buy" rating on the search giant."

Again, read an analysts' pontifications without the comic qualities and you are apt to believe what they say. The problem, of course, is that they are saying two things, so you are bound to throw your financial back out.

In an article called "Google stock below $300 mark, first time since 2005," MarketWatch mentions that Mahaney claims to have heard from Google and other search companies that they "almost universally expect [the fourth quarter] to be the weakest they have ever experienced," and it also mentions Mahaney's buy rating. It does both of these things matter-of-factly, without raising an eyebrow to warn you, the savvy investor, of any inconsistencies.

Let The Business Press Maven warn you, because the business media never do: When the music stops playing and Wall Street analysts stop this dance, there is no chair on which the savvy investor can sit.

Beware. And be aware.