13F-HR 1 v112732_13fhr.txt UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 FORM 13F FORM 13F COVER PAGE Report for the Calendar Year or Quarter Ended: March 31, 2008 Check here if Amendment [ ]; Amendment Number: This Amendment (Check only one.): [ ] is a restatement. [ ] adds new holdings entries. Institutional Investment Manager Filing this Report: Name: Joel R Mogy Investment Counsel Inc. Address: 315 South Beverly Drive, Suite 400 Beverly Hills, CA 90212 13F File Number: 028-05915 The institutional investment manager filing this report and the person by whom it is signed hereby represent that the person signing the report is authorized to submit it, that all information contained herein is true, correct and complete, and that it is understood that all required items, statements, schedules, lists, and tables, are considered integral parts of this form. Person Signing this Report on Behalf of Reporting Manager: Name: Joel R. Mogy Title: President Phone: 310/552-0529 Signature, Place, and Date of Signing: /s/ Joel R. Mogy Beverly Hills, CA 5/5/08 ---------------- ----------------- ------- Report Type (Check only one.): [X ] 13F HOLDINGS REPORT. [ ] 13F NOTICE. [ ] 13F COMBINATION REPORT. List of Other Managers Reporting for this Manager: I AM SIGNING THIS REPORT AS REQUIRED BY THE SECURITIES EXCHANGE ACT OF 1934. FORM 13F SUMMARY PAGE Report Summary: Number of Other Included Managers: Form 13F Information Table Entry Total: 146 Form 13F Information Table Value Total: $312,148 List of Other Included Managers: No. 13F File Number Name
FORM 13F INFORMATION TABLE VALUE SHARES/ SH/ PUT/ INVSTMT OTHER VOTING AUTORITY NAME OF ISSUER TITLE OF CLASS CUSIP NO (x$1000) PRN AMT PRN CALL DSCRETN MANAGERS SOLE SHARED NONE ------------------------------ ---------------- --------- -------- -------- --- ---- ------- ----------- -------- -------- -------- ABB LTD-SPON ADR COM 000375204 509 18900 SH SOLE 0 0 18900 AT&T INC COM 00206R102 3032 79164 SH SOLE 0 0 79164 ABBOTT LABORATORIES COM 002824100 4043 73314 SH SOLE 0 0 73314 ALTRIA GROUP INC COM 02209S103 635 28620 SH SOLE 0 0 28620 AMERICAN EXPRESS CO COM 025816109 741 16954 SH SOLE 0 0 16954 AMERICAN INTL GROUP INC COM 026874107 2242 51835 SH SOLE 0 0 51835 AMGEN INC COM 031162100 333 7966 SH SOLE 0 0 7966 ANHEUSER BUSCH COS INC COM 035229103 358 7539 SH SOLE 0 0 7539 APPLE INC COM 037833100 2888 20125 SH SOLE 0 0 20125 AQUA TECHNOLOGIES COM 03840N107 13 42000 SH SOLE 0 0 42000 AUTOMATIC DATA PROCESSING INC COM 053015103 390 9200 SH SOLE 0 0 9200 BP PLC ADRS COM 055622104 1765 29096 SH SOLE 0 0 29096 B M C SOFTWARE INC COM 055921100 276 8500 SH SOLE 0 0 8500 BANK OF AMERICA CORP COM 060505104 5745 151533 SH SOLE 0 0 151533 BANK OF NEW YORK MELLON CORP COM 064058100 1137 27245 SH SOLE 0 0 27245 IPATH MSCI INDIA INDEX ETN COM 06739F291 1015 15410 SH SOLE 0 0 15410 BECTON DICKINSON & CO COM 075887109 1154 13440 SH SOLE 0 0 13440 BED BATH & BEYOND INC COM 075896100 9386 318155 SH SOLE 0 0 318155 BERKSHIRE HATHAWAY INC CV CL A COM 084670108 1868 14 SH SOLE 0 0 14 BERKSHIRE HATHAWAY INC CLASS B 084670207 12122 2710 SH SOLE 0 0 2710 BIOGEN IDEC INC COM 09062X103 568 9200 SH SOLE 0 0 9200 BLACKROCK INC COM 09247X101 388 1900 SH SOLE 0 0 1900 BRISTOL-MYERS SQUIBB CO COM 110122108 405 18992 SH SOLE 0 0 18992 BURLINGTON NORTHERN SANTA FE COM 12189T104 268 2911 SH SOLE 0 0 2911 CSX CORP COM 126408103 508 9064 SH SOLE 0 0 9064 CARNIVAL CORP PAIRED CERT COM 143658300 215 5300 SH SOLE 0 0 5300 CATERPILLAR INC COM 149123101 204 2600 SH SOLE 0 0 2600 CHEVRON CORP NEW COM 166764100 4021 47107 SH SOLE 0 0 47107 CISCO SYSTEMS INC COM 17275R102 20684 858623 SH SOLE 0 0 858623 CITIGROUP INC COM 172967101 3192 149021 SH SOLE 0 0 149021 CITY NATL CORP COM 178566105 473 9557 SH SOLE 0 0 9557 COCA-COLA COMPANY COM 191216100 2118 34792 SH SOLE 0 0 34792 COMCAST CORP CL A (NEW) COM 20030N101 352 18208 SH SOLE 0 0 18208 COMCAST CORP CL A SPL COM 20030N200 552 29100 SH SOLE 0 0 29100 CONOCO PHILLIPS COM 20825C104 2559 33580 SH SOLE 0 0 33580 COSTCO WHSL CORP (NEW) COM 22160K105 5542 85297 SH SOLE 0 0 85297 CRANE COMPANY COM 224399105 299 7398 SH SOLE 0 0 7398 DISNEY WALT CO (HOLDING CO) COM 254687106 2164 68947 SH SOLE 0 0 68947 DOMINION RESOURCES INC (NEW) COM 25746U109 311 7612 SH SOLE 0 0 7612 EQUITY RESIDENTIAL OPERATING LIMITED PARTNERSH26884ARRT 665 16029 SH SOLE 0 0 16029 EBAY, INC. COM 278642103 1318 44175 SH SOLE 0 0 44175 ENCANA CORP COM 292505104 2045 27000 SH SOLE 0 0 27000 EUROPACIFIC GROWTH FUND CLASS FUND 298706409 303 6490 SH SOLE 0 0 6490 EXPEDITORS COM 302130109 669 14800 SH SOLE 0 0 14800 EXXON MOBIL CORP (NEW) COM 30231G102 15109 178640 SH SOLE 0 0 178640 FPL GROUP INC COM 302571104 628 10016 SH SOLE 0 0 10016 FEDEX CORP COM 31428X106 3022 32610 SH SOLE 0 0 32610 FRANKLIN RESOURCES INC COM 354613101 1047 10800 SH SOLE 0 0 10800 FREEPORT MCMORAN COPPER&GOLD COM 35671D857 1299 13500 SH SOLE 0 0 13500 GENENTECH INC C COM 368710406 564 6950 SH SOLE 0 0 6950 GENERAL ELECTRIC CO COM 369604103 16503 445910 SH SOLE 0 0 445910 GENZYME CORP COM 372917104 232 3113 SH SOLE 0 0 3113 GOLDMAN SACHS GROUP, INC. COM 38141G104 710 4290 SH SOLE 0 0 4290 GOOGLE COM 38259P508 6153 13970 SH SOLE 0 0 13970 HERSHEY CO COM 427866108 632 16768 SH SOLE 0 0 16768 HEWLETT-PACKARD CO COM 428236103 443 9705 SH SOLE 0 0 9705 HOME DEPOT INC COM 437076102 2917 104307 SH SOLE 0 0 104307 HONEYWELL INTERNATIONAL INC COM 438516106 395 7000 SH SOLE 0 0 7000 INDIA FUND INC COM 454089103 201 4427 SH SOLE 0 0 4427 INTEL CORP COM 458140100 5806 274118 SH SOLE 0 0 274118 INTERNATIONAL BUSINESS MACHINE COM 459200101 2419 21011 SH SOLE 0 0 21011 INTUIT INC COM 461202103 411 15200 SH SOLE 0 0 15200 IRON MOUNTAIN COM 462846106 2479 93755 SH SOLE 0 0 93755 MSCI JAPAN COM 464286848 198 15975 SH SOLE 0 0 15975 ETF ISHARES XINHUA CHINA COM 464287184 1008 7460 SH SOLE 0 0 7460 ISHARES MSCI EMERGNG MRK INDEX COM 464287234 716 5325 SH SOLE 0 0 5325 ISHARES MSCI EAFE INDEX FUND COM 464287465 9362 130211 SH SOLE 0 0 130211 ISHARES S & P MIDCAP 400 COM 464287507 2757 35460 SH SOLE 0 0 35460 ISHARES RUSSELL 2000 INDEX FD COM 464287655 2143 31375 SH SOLE 0 0 31375 ISHARES S&P SMALLCAP 600 INDEX COM 464287804 1045 17441 SH SOLE 0 0 17441 ISHARES RUSSELL MICROCAP INX COM 464288869 382 8210 SH SOLE 0 0 8210 JPMORGAN CHASE & CO COM 46625H100 670 15597 SH SOLE 0 0 15597 JOHNSON & JOHNSON COM 478160104 10391 160177 SH SOLE 0 0 160177 JOHNSON CONTROLS COM 478366107 1136 33600 SH SOLE 0 0 33600 JORDAN AMERICAN HOLDINGS INC COM 480686104 0 15000 SH SOLE 0 0 15000 KELLOGG COMPANY COM 487836108 216 4115 SH SOLE 0 0 4115 KIMBERLY CLARK COM 494368103 239 3700 SH SOLE 0 0 3700 KRAFT FOODS INC-A COM 50075N104 360 11600 SH SOLE 0 0 11600 LOWES COS INC COM COM 548661107 1300 56685 SH SOLE 0 0 56685 LUXOTTICA GROUP S P A ADR COM 55068R202 421 16734 SH SOLE 0 0 16734 MCDONALDS CORP COM 580135101 212 3800 SH SOLE 0 0 3800 MEDCO HEALTH SOLUTIONS INC COM 58405U102 274 6262 SH SOLE 0 0 6262 MEDTRONIC INC COM 585055106 7199 148838 SH SOLE 0 0 148838 MERCK & CO INC COM 589331107 2488 65554 SH SOLE 0 0 65554 MERRILL LYNCH & CO INC COM 590188108 326 8000 SH SOLE 0 0 8000 MICROSOFT CORP COM 594918104 14903 525125 SH SOLE 0 0 525125 S&P MIDCAP DEPOSITARY RECEIPTS COM 595635103 564 3995 SH SOLE 0 0 3995 MOODYS CORP COM 615369105 2422 69549 SH SOLE 0 0 69549 NESTLE SA SPNSRD ADR REP RG SH COM 641069406 2747 21900 SH SOLE 0 0 21900 NIKE INC CL B COM 654106103 231 3400 SH SOLE 0 0 3400 NOKIA CORP SPONSORED ADR COM 654902204 373 11728 SH SOLE 0 0 11728 NORDSTROM INC COM 655664100 378 11600 SH SOLE 0 0 11600 OMNITURE INC COM 68212S109 256 11050 SH SOLE 0 0 11050 ORACLE CORP COM 68389X105 6002 306848 SH SOLE 0 0 306848 PPG INDUSTRIES COM 693506107 363 6000 SH SOLE 0 0 6000 PEPSICO INC COM 713448108 3468 48036 SH SOLE 0 0 48036 PFIZER INC COM 717081103 2758 131795 SH SOLE 0 0 131795 PHILIP MORRIS INTL INC COM 718172109 1448 28620 SH SOLE 0 0 28620 POTASH CORP SASKATCHEWAN COM 73755L107 303 1950 SH SOLE 0 0 1950 PRICE T ROWE GROUP INC COM 74144T108 2330 46600 SH SOLE 0 0 46600 T ROWE PRICE GROWTH STOCK FD FUND 741479109 407 13801 SH SOLE 0 0 13801 PROCTER AND GAMBLE COMPANY COM 742718109 11261 160713 SH SOLE 0 0 160713 T ROWE PRICE EQUITY INCOME FD FUND 779547108 212 8471 SH SOLE 0 0 8471 T ROWE PRICE CAP APPRECIATION FUND 77954M105 213 11151 SH SOLE 0 0 11151 T ROWE GROWTH AND INCOME FUND FUND 779551100 456 22699 SH SOLE 0 0 22699 ROYAL DUTCH SHELL PLC CL A ADR COM 780259206 635 9205 SH SOLE 0 0 9205 SPDR TRUST SERIES 1 COM 78462F103 2172 16455 SH SOLE 0 0 16455 SALESFORCE.COM INC. COM 79466L302 391 6750 SH SOLE 0 0 6750 SARA LEE CORP COM 803111103 147 10516 SH SOLE 0 0 10516 SCHLUMBERGER LIMITED COM 806857108 2943 33821 SH SOLE 0 0 33821 SCHWAB CHARLES CORP COM 808513105 2022 107400 SH SOLE 0 0 107400 SHIRE PLC SPONSORED ADR REP82481R106 209 3600 SH SOLE 0 0 3600 SIMON PROPERTY GROUP INC COM 828806109 3030 32617 SH SOLE 0 0 32617 SOUTHERN COMPANY COM 842587107 460 12924 SH SOLE 0 0 12924 STAPLES, INC. COM 855030102 404 18250 SH SOLE 0 0 18250 STARBUCKS CORPORATION COM 855244109 4274 244200 SH SOLE 0 0 244200 STATE STREET CORP COM 857477103 367 4640 SH SOLE 0 0 4640 STRYKER CORP COM 863667101 2758 42402 SH SOLE 0 0 42402 TARGET CORP COM 87612E106 2014 39743 SH SOLE 0 0 39743 TEVA PHARMACEUTICAL INDS ADR COM 881624209 2057 44526 SH SOLE 0 0 44526 3M CO COM 88579Y101 606 7653 SH SOLE 0 0 7653 TIME WARNER INC COM 887317105 2851 203365 SH SOLE 0 0 203365 TORTOISE ENERGY INFRASTRUCTURE COM 89147L100 836 27850 SH SOLE 0 0 27850 U.S. BANCORP COM 902973304 521 16113 SH SOLE 0 0 16113 UNITED TECHNOLOGIES CORP COM 913017109 798 11602 SH SOLE 0 0 11602 UNITED HEALTH GROUP COM 91324P102 1260 36658 SH SOLE 0 0 36658 VANGUARD FTSE ALL WORLD EX-US COM 922042775 911 16900 SH SOLE 0 0 16900 VANGUARD EMERGING MARKETS ETF COM 922042858 263 2800 SH SOLE 0 0 2800 VANGUARD MID-CAP ETF COM 922908629 250 3690 SH SOLE 0 0 3690 VANGUARD INDEX TRUST TOTAL STOCK MKT 922908769 2534 19345 SH SOLE 0 0 19345 VERIZON COMMUNICATIONS COM 92343V104 1276 35004 SH SOLE 0 0 35004 VODAFONE GROUP PLC-AP ADR COM 92857W209 1110 37624 SH SOLE 0 0 37624 WAL MART STORES INC COM 931142103 2241 42544 SH SOLE 0 0 42544 WALGREEN CO COM 931422109 5177 135923 SH SOLE 0 0 135923 WELLS FARGO & CO (NEW) COM 949746101 2714 93280 SH SOLE 0 0 93280 WESTERN UNION CORP COM 959802109 1002 47095 SH SOLE 0 0 47095 WHOLE FOODS MARKET INC COM 966837106 447 13550 SH SOLE 0 0 13550 WILLIAMS SONOMA INC COM 969904101 863 35590 SH SOLE 0 0 35590 WISCONSIN ENERGY CORP COM 976657106 673 15288 SH SOLE 0 0 15288 WISDOMTREE INVTS INC COM 97717P104 56 20000 SH SOLE 0 0 20000 WISDOM TREE INTERNATIONAL MID CAP DIVIDEND 97717W778 351 5600 SH SOLE 0 0 5600 WRIGLEY WM JR CO COM 982526105 747 11889 SH SOLE 0 0 11889 WYETH CORP COM 983024100 1537 36796 SH SOLE 0 0 36796 YAHOO INC COM 984332106 670 23150 SH SOLE 0 0 23150 ZIMMER HOLDINGS INC COM 98956P102 2039 26194 SH SOLE 0 0 26194 ALCON INC COM H01301102 2149 15106 SH SOLE 0 0 15106