Shares of

Cash America

(CSH)

were among the

NYSE's

losers Friday, falling 28.7% after the company cut its first-quarter earnings outlook.

The specialty financial services company now expects income from continuing operations of 39 cents a share, down from previous guidance of 45 cents to 47 cents a share. Analysts polled by Thomson First Call had been expecting earnings of 46 cents a share. The company said that reduced demand for its loan products, including pawn loans and cash advances, hurt its first-quarter results. Looking ahead, Cash America said that it would not provide 2005 earnings guidance. It said that it was withdrawing its previous guidance because of uncertainties surrounding the FDIC's new guidance on short-term cash advances. In January the company said that it would earn $1.63 to $1.76 a share during 2005. Analysts are expecting 2005 earnings of $1.77 a share. Shares traded down $5.89 to $14.61.

Brookstone

(BKST)

rose 27.3% after agreeing to be taken private for $20.50 a share, or about $410 million, by two Singapore companies and the Boston-based private equity shop JW Childs. The deal is the latest in a flurry of leveraged buyout activity in the retail sector. Earlier deals included

ShopKo

,

Toys R Us

and Highfields Management's unsuccessful bid for

Circuit City

(CC) - Get Report

. Brookstone traded up $4.26 to $19.86.

Alloy

(ALOY)

fell 18% after the media and marketing services company posted fourth-quarter results that fell below expectations. Excluding items, the company posted a loss of $700,000, or 2 cents a share, on sales of $118.1 million. Analysts were expecting a profit of 4 cents a share on sales of $119.9 million. A year ago the company posted a loss of $6.1 million, or 15 cents a share, on sales of $116.3 million. Looking ahead, the company said that it would not provide 2005 earnings guidance. Instead, it will now provide a recap and outlook for key operating metrics that impact earnings and adjusted earnings before interest, taxes, depreciation and amortization. Shares traded down 94 cents to $4.27.

Shares of

Mattel

(MAT) - Get Report

fell 7.7% after the toymaker posted first-quarter earnings and sales that fell below expectations. The company earned $6.5 million, or 2 cents a share, on sales of $783.1 million. Analysts were expecting earnings of 3 cents a share on sales of $804.3 million. A year ago the company earned $9 million, or 2 cents a share, on sales of $780.9 million. Worldwide sales of the company's Barbie brand were down 15% compared to a year ago and its Fisher-Price brands business was flat. Shares traded down $1.56 to $18.67.

Ceradyne

(CRDN)

fell 7.9% after the company warned that first-quarter earnings would fall short of expectations. The company expects earnings of 22 cents to 24 cents a share on sales of $69 million. Analysts had been expecting earnings of 35 cents a share on sales of $79.6 million. Ceradyne blamed the weak results on a delay in body armor shipments during the quarter. As a result of the delay, the company shipped $19 million less than it thought it would during the quarter. Ceradyne said that it is keeping its 2005 earnings estimate in place because it expects to make up the shipment delay during 2005. Shares traded down $1.59 to $18.46.

Shares of

Regions Financial

(RF) - Get Report

rose 3.2% after the financial services company posted first-quarter earnings that were better than expected. The company earned $241.6 million, or 51 cents a share. Excluding one-time costs of $27 million, or 6 cents a share, the company earned 57 cents a share. Analysts had been expecting earnings of 56 cents a share. Results, the company said, were helped by its 2004 merger with

Union Planters

. Shares traded up $1.01 to $32.60.

NYSE volume leaders included

Pfizer

(PFE) - Get Report

, up 26 cents to $27.71;

Lucent Technologies

(LU)

, down 11 cents to $2.40;

General Electric

(GE) - Get Report

, up 25 cents to $35.75;

Genentech

(DNA)

, up $10.72 to $69.35;

Eli Lilly

(LLY) - Get Report

, up $2.91 to $58.07; and

IBM

(IBM) - Get Report

, down $6.94 to $76.70.

Nasdaq

volume leaders included

Microsoft

(MSFT) - Get Report

, down 38 cents to $24.46;

Intel

(INTC) - Get Report

, down 37 cents to $22.12;

Cisco

(CSCO) - Get Report

, down 61 cents to $17.20;

Sun Microsystems

(SUNW) - Get Report

, down 30 cents to $3.66;

Applied Materials

(AMAT) - Get Report

, down 76 cents to $14.50;

Apple Computer

(AAPL) - Get Report

, down $1.91 to $35.35; and

Oracle

(ORCL) - Get Report

, down 39 cents to $11.70.