It is easy to make money in a bull market. Just look at the thousands of Wall Streeters who have done so in recent years, as the Dow Jones Industrial Average has broken through thousand mark after thousand mark. But, as they drive around in their Range Rovers, smoke their fifteen-dollar cigars, and discreetly pull back their shirt cuffs to reveal a glimpse of a Rolex, these beneficiaries of the greatest bull market in the history of Wall Street might spare a moment to think about Samuel Insull.
In the summer of 1929, securities in Insull’s companies were appreciating at the rate of $7000 a minute. His utilities empire, centered in Chicago, extended into thirty-nine states. With his cookie-duster mustache, velvet-collared overcoat, neatly turned Homburg, spats, and elegant walking stick, he was, for the 1920s, the very model of the modern major capitalist.