NEW YORK (Reuters) - This may be the middle of the U.S. earnings season, but it's definitely not the middle of revenue season.
Investors have bid stocks higher during this quarterly reporting season as corporate America counters falling revenue by cutting costs to boost profits.
The S&P 500 is up 11 percent since July 10.
But the rally may not last in the next busy week of corporate results if there are more Microsoft-sized revenue disappointments.
The software giant posted in-line profits for its most recent quarter on Thursday, but quarterly revenue fell 17 percent, some $1 billion below analysts' estimates, prompting one analyst to call it "the case of the missing revenue."
Microsoft (MSFT.O) traded down 8.3 percent Friday, and took the shine off a rally on Wall Street that had pushed the Dow industrials above 9000 for the first time since January.
The result was a stark reminder that the current pattern of higher earnings based on trimming costs cannot be sustained indefinitely.
"Once again, we have a situation where the vast majority of companies are beating bottom-line estimates but doing it through continued cost reductions," said David Rosenberg, chief economist and strategist at Gluskin Sheff in Toronto.
"This is as much of a faith-based rally as you're going to see. The extent of the cost reductions are impressive, but it's not a bottomless pit -- the problem is that the day you get rid of all of your employees, you're not in business anymore.
http://www.reuters.com/article/ousiv/idUSTRE56N62120090724