A B S T R A C TThe proportion of after-market-close (AMC) earnings announcements has recently increased to more than 40% of the total number of earnings announcements (Berkman & Truong, 2009). Doyle and Magilke (2009) conclude that managers do not announce AMC to hide bad news; however, they do not directly address other explanations for the AMC announcement increase. Thus, the cause(s) remains an open question. Interestingly, the increase in AMC earnings announcements has coincided with the emergence of a 24/7 news environment and a marked increase in noise trading. We posit that managers are increasingly announcing earnings AMC instead of before-market-open (BMO) to take advantage of this increased noise trading-thereby increasing the liquidity of their stock. We show evidence, after controlling for other factors, that announcing AMC instead of BMO increases liquidity. In addition, the relationship between AMC and liquidity is increasing in analysts' coverage-consistent with the view that AMC announcements generate the largest increase in liquidity for those stocks with high investor interest. timing of earnings announcements to see if managers bury bad news for strategic reasons. Because of their relative infrequency, they remove from consideration earnings announcements made during trading hours. We follow this convention as well. Doyle and Magilke (2009) conclude that AMC announcements are not an effort to hide bad news. Additionally, they find that AMC earnings announcements are accompanied by higher abnormal trading volume than are those made BMO. However, their study does not address the relative price reactions of AMC vs. BMO announcements. Thus, they are not able to determine whether the timing of earnings announcements can affect price variability in addition to differences in trading volume.In this paper, we make trading volume-to-price variability comparisons for both AMC and BMO announcements in an effort to assess overall liquidity. The relationship of trading volume to price variability is used in Brennan and Subrahmanyam (1996), who find a significant relation