DIVIDENDS DOUBLED RETURN: If you had bought the Dow in 1928, the year the DJIA was expanded from 20 to 30 stocks, (and counting to the end of 2008) you would have obtained an average annual return of 4.6%. Total return, with dividends included, however, over the same period would have been 8.9% per year. Connolly Thought: 4.6% per year is not much, is it? That's what happens, however, when you buy when stocks are expensive… prices were already rising in 1928 (peak September 7 2009)…poor future returns. Connolly Thought #2. Why would any body buy a stock that did not pay a dividend? In this example, dividends just about doubled returns.