Going Digital by
Alex L. Goldfayn US $12.95
Alex Goldfayn writes the "My Tech"
column for the Chicago Tribune. He also hosts The Technology Tailor radio
show on WGN radio.
His latest book is cheap and it's
got some useful information for your customers. It says some nice things
about some photo retailers. So why do we warn you not to buy this book?
Because his recommendations are strongly anti-specialty retailer. That's a
valid viewpoint, just not one I want to put into the hands of my own
While it's got lots of useful tips
for the consumer, one of those tips is
"Of course, to find out if a camera feels right in your hands you have to
get to an electronics store to touch and feel . . . you can buy online . . .
(after) you get to personally experience it at a store."
Chapter 3, Going Shopping
First Goldfayn advises the consumer to visit a store "to view, handle, and
interact with the digital cameras"
Then, "Once you've finished your examination, leave the store" (in other
words, pick the brains of the store personnel and leave fingerprints on all
"I'm not suggesting you shouldn't make your purchase at a bricks-and-mortar
electronics retailer. You certainly can, but only after you've determined
which one has the best price."
And that's why I won't sell this book!
On the plus side: he really conveys
the excitement of the digital imaging experience.
Going Digital is published
by Harper Collins Publishers and is available from the PMA Business