For individual stocks, I'd say look into ameritrade, scottrade or muriel siebert (no personal experience with any of those 3, but my research tends to favor m.siebert)
I recently saw an ad for ameritrade for 30 free trades -- I believe it was a banner ad while browsing morningstar.com -- if you expect to be a frequent trader.
I'd avoid e-trade and waterhouse because of high fees/costs -- as for "services"/info, t.d.waterhouse is good. I regret being involved w/e-trade.
For mutual funds, I'd recommend vangard, charles schwab, and t.rowe price -- depending on if you can meet minimum levels to avoid costs
(I have positive experience with all these 3)