Stuart Elliott: Let's Chat About Snapchat

The media had fun last week when stock of Snap Inc., the parent of the photo-sharing and messaging app Snapchat, began trading in a successful IPO. "Snap's shares crackle and pop," CNET reported, invoking the trio of famous brand characters for Rice Krispies cereal. That was appropriate for reasons other than loving puns: Suddenly, Snap Inc.'s valuation exceeded that of Kellogg, which sells Rice Krispies, as well as other marketer mainstays such as Delta Air Lines and Target. It was, in fact, the best-received tech IPO since Facebook's in 2012. I haven't been able to find any headlines referring to Snapper weed trimmers or Snap-E-Tom, the Bloody Mary mix; perhaps they're being saved for articles about Snap Inc.'s first quarterly earnings report.