WESTCHESTER COUNTY, N.Y. (TheStreet) -- It's a dangerous business refuting Gertrude Stein--much less in regard to an earnings report--but sometimes an earnings report is not an earnings report. At issue is Netflix (NFLX) - Get Report, the entertainment delivery innovator, which reports after the close of trading today.

The quick-hit, blink-and-you'll-miss-'em articles that normally run as preludes to earnings reports don't do enough in this particular case. Those articles--like one from

CNN Money

--simply provide the basics: what earnings are expected. But traders will be looking beyond earnings when Netflix reports, which is important to note.

The Associated Press

did a good job of highlighting this.

They honed it on what will really concern traders. After the June quarter ended, Netflix announced a controversial price increase. There was braying all across




, with endless threats of boycotts and cancellations. None of this will be reflected in the quarterly numbers, which preceded the price increase announcement. But what, if anything, will Netflix say on their conference call about the spate of time since the announcement? Are their Internet detractors taking promised action? Or was their outrage the sort of fleeting-drive-by-intellectualism we've seen online before?

As important as Netflix's earnings might be, traders might react more to any sense of what happened since the quarter ended. Inquiring minds need to know.

At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page. For his "Business Press Maven� column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers. Fuchs appreciates your feedback;

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