However, because shares can go up as well as down in value, it is important to understand that taking a risk means you might get back less than you invested at the outset. You can spread your risk by investing in different shares or a collective vehicle such as a unit trust. You should remember that saving through the stock market should be seen as a long-term investment. Back to the top. Companies which are about to issue shares often advertise the fact in a daily newspaper.
Most share dealing, though, involves shares in what is called the secondary market.
This is where existing shareholders sell and new investors buy. Today, share-buying is easy and with the recent addition of online trading, you don't even need to leave your home. Back to the top. Back to the top. Traditionally shares have been held in paper form known as 'certificates'.