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Past Questions Main

Question: In one of your previous columns, you mentioned the phrase "red herring." Could you explain what that is?

Albert

Answer:

Dear Albert,

Red herring is one of those fascinating bits of Wall Street slang. It refers to a preliminary prospectus and the fact that some portions of the cover page of the preliminary prospectus are printed in red ink.

About the preliminary prospectus

So, knowing that much takes us to the term, "prospectus."

A prospectus is a written document. A preliminary prospectus is the first document released by an underwriter of a new issue to "prospective" investors.

This prospectus is drawn up before the selling price has been set for the new security and before the issuer's registration statement has been approved for accuracy and completeness by the SEC.

The prospectus contains key information about the security offering, including the company's various lines of business, its operations and its financial condition as well as details about management and any litigation.

This disclosure statement cannot be used to sell securities...in other words, a broker cannot show it to you in order to get a buy order. That's because the statement has yet to be accepted by the SEC. Until it is accepted, it cannot be considered to have met all legal requirements. And, in order to make that perfectly clear, a red cautionary blurb is printed on the cover -- usually on the side of the cover.

The SEC may, and in fact often does, send the statement back to the underwriter, requesting additional information and clarification. Once all the information required by law is included, the SEC may accept the statement. When that happens, the "red herring" portion comes off and the statement turns into a "final prospectus." Then it can legally be used to solicit orders from the investing public.

Caution

The two most important points to keep in mind about a red herring are:

  1. It does not contain all the information that will appear in the final or "statutory prospectus."

  2. Parts of the document may be changed before the final prospectus is actually issued.

The Standard Red Herring Statement

Just to give you an idea, here's how a typical red herring reads: "A registration statement in relation to these securities has been filed with the Securities and Exchange Commission, but has not yet become effective. Information contained herein is subject to completion or amendment. These securities may not be sold nor may offers to buy be accepted prior to the time the registration statement becomes effective. This prospectus shall not constitute an offer to sell or the solicitation of an offer to buy nor shall there be any sale of these securities in any state in which such an offer, solicitation, or sale would be lawful prior to the registration or qualification under the securities laws of any such state."

Hope this helps. Please write in again if you have more questions.

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