In order to increase competitiveness and market expansion of its services, Western Union launched a program of loyalty Western Union Gold Card for customers, who has repeatedly made money transfers via Western Union. July 3, 1884 the company's shares were included in the calculation base for the newly created stock index Dow Jones Transportation Average. To obtain the Golden card can any client of Western Union, committing money transfers on this system more than 1 time per year. Getting the card is issued at the time of making of the next transfer. In 1849, Selden and Sibley, the founders of the future Western Union, created the New York State Printing Telegraph Company. On the market was placed about 765 million of ordinary shares of the company. On the first day trading on the exchange the company's shares rose by 3.3% and the cost was $ 19.96.