Louis Rukeyser was born with a ticker tape in his mouth. His father enjoyed a considerable reputation as a syndicated financial columnist; but despite Rukeyser's own career as an award-winning economic journalist, he is most visible as the host of PBS' long-running Wall Street Week and the syndicated Louis Rukeyser's Business Journal. His wit, his expertise and his fervor for the little guy come across so intensely that they almost make one forget he earns a high six-figure income.

Warren Kalbacker caught up with him first at the close of a hectic day's trading and then continued to check in with him for several months. "Rukeyser enjoys talking quite a bit," Kalbacker told us. "The only problem I had during our conversations was interrupting him to ask the questions."

Q 1

PLAYBOY: Have you ever been burned in the stock market?

Louis Rukeyser: Oh, sure. I've made virtually every possible mistake in investing. But I've done some things right, too, and I've tried to avoid making the same mistakes again. I have a great deal of authentic compassion for the small investor--probably because I am one.

Q 2

PLAYBOY: But surely you must get inside information and hot tips.

Louis Rukeyser: All over the country, every week, people are trying to make me rich. And if I had followed all the advice given by those charitable people, I would be even broker than I am today.

Q 3

PLAYBOY: Monday-morning trading in a particular stock has been known to be especially heavy after a mention on Wall Street Week. Is there a chance that such power will corrupt you?

Louis Rukeyser: Obviously, with an audience of 10,000,000--twice the circulation of The Wall Street Journal--there will be some impact. But I think no one has been more responsible than we have in that area. Whenever anyone makes a recommendation, I remind the audience that he may be wrong. Anyway, hot tips aren't what Wall Street Week is all about. I think the real value of the program is to help people get a handle on the economy.

Q 4

PLAYBOY: What lured you to commercial television?

Louis Rukeyser: I hadn't been seeking any new project, but a number of flattering proposals were made to me by intelligent people. I turned all of them down. But with this new show--Louis Rukeyser's Business Journal--the people seemed just right, the format right and the timing fine. It's nothing like Wall Street Week. The new show covers the whole range of business and economics without the investing focus of WSW. I hope 60 minutes of Louis Rukeyser on television each week will not result in overexposure. I suspect the nation might find 70 or 80 minutes a bit much.

Q 5

PLAYBOY: The average person's knowledge of economics has increased tremendously in recent years. How do you see your personal role in popularizing the topic?

Louis Rukeyser: From the start, we've taken the broad view that Wall Street has always been a metaphor for money. If you say "Economics" to the average person, the chin gets a little heavy and hits the chest, and the eyelids begin to droop. But if you say "Money," the eyelids flash up, the nostrils flare and you have his full attention. Money is one of the two chief preoccupations of the average person and the only one you can discuss during the family hour on television.