The Trouble With Tickers

Stock ticker symbols are a lost art.

Consider today's announcement about the companies that will start trading when Barry Diller's internet empire, IAC/Interactive, splits off four other companies next week. They will have the tickers HSNI, IILG, TKTM, and TREE (for HSN, Interval Leisure Group, Ticketmaster, and Tree.com.) Only TREE is memorable.

When stocks were bought and sold by crying out on a trading floor, the need for more mnemonic symbols was obviously greater than it is in this electronic age, but something has been lost in bringing companies to market.

Ben Hirschler on Reuters' DealZone blog laments the possible passing of two tickers: BUD and DNA. Anheuser-Busch, the holder of the cool BUD has agreed to be acquired by Belgian-Brazilian brewer InBev, while Genentech may lose its DNA code if Roche succeeds in buying up the rest of the company.

A good ticker will suggest something about the company's business, like:

Advanced Medical Optics (EYE)

Barnes & Noble (BKS)

AAR Corp. (AIR; it's an aviation services company)

Hischler points to some other great tickers:

Molson Coors (TAP)

Sotheby's (BID)

Southwest Air (LUV, for Love Field airport in Dallas, where it all began).

And since 2006, the all-time favorite (get your motor running!):

Harley-Davidson (HOG)

What's your favorite ticker?