The article observes how american investment banks, which have been successful in the past, are now facing harder times. They have gone through bail-outs, experienced the debt bubble clasping and in some cases bankruptcy. It goes into details as, "American banking giants’ third-quarter results, starting with JPMorgan Chase on October 13th, will show that trading revenues fell by perhaps 20-30% from the previous quarter. With nervy investors sitting on their hands, client activity was “painfully slow across the board”, according to Jefferies, a middle-sized bank." Even the top banks such as Goldman used to have returns of about 30% and now they are lucky to have half of that. With this storm approaching, how will banks adjust to this and will they be able to hold their weight with increasingly diminishing returns.
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