I'm pretty sure that the author's claim that the Wall Street Journal brought in chimps to throw darts at a wall to which the Journal's stock page had been taped is apocryphal. Not need to bring in chimps when the editorial staff would produce the same results.
This story was invented by the author of "A Random Walk Down Wall St" (pdf of this book is available at link, the chimp story is on page 15).
Chimps have better aim.