Need More Reasons To Ignore The Dow?  Hats off to the Dow Jones Company for inventing a simple average which has endured for decades and is the most quoted market average, especially on the 30-seconds local tv news shows devote to the economy.  But more and more it is becoming evident that the Dow as an average needs ignoring.  Yesterday the Dow was up about 19 points but if one issue, IBM, had been flat instead of significantly down, the Dow would have been up about 120 points.  This morning shares of McDonald's and Coca-Cola look to be down and, because both are one of the 30 Dow components, will have a negative Dow effect.  Yes, only 30 stocks, picked who-knows-how by the Dow Jones company, make up the Dow.  So spend your time looking at the broader averages such as the S&P 500 or Nasdaq 100.