| OCR Text |
Show E5 TheSalt Lake Tribune_ BUSINESS _ Sunday, April7, 2002 3 Personal Finance Books Well Worth Your Money he deluge of personal finance books hitting bookstore shelves is down toa mere flood.For that wecan thank the collapse of the stock technology bubble, which wilted our erstwhile lustfor day trading. So now,although we have fewerchoices, the odds are better we will find a weilresearched and well-written bock that can actually help us rather than one just trying to exploit our greed. To help you weed out the useless and the undesirables,i will periodically review books SAVINGS GAME HUMBERTO CRUZ the book bythebirth of his daughter, Ellie, and his desire to provide life of security, freedom and choices for her. Myonlycompiaintis that McKinleygoes too far in suggesting whatparents owe their counts.I believe a much bigger responsibility for parents is to teach their children good fi- oversimplified, anybody-can- McKinley’s bookwill help you grandparents — can help their childrenfinancially. Acertified financial plannerin Eau Claire, Wis., McKinley was motivated to write ever, good enoughto justify buying the book @ Alpha Teach Yourself Re- Sons, 264 pages. hardback, $27.95). helping them buy a house and andclear explanation of the many waysparents — and cial circles. Marketers’ claims aside, however, the invest mentpart of the bookis fairly ordinary. Thefirst part, how- Elaine Floyd =——s Wiley & aire: 11 Easy Ways Anyone Can zines. Rather, McKinley presents Clear enough, and her argu meats persuasive, even if not universally accepted in finan @ Getting Yours: It's Not Too Secure A Child’s Financial Future, by Kevin McKinley(Simon & Schuster, softcover, 304 pages, $13). Despite the marketingdriventitle, this is not another a logically organized, balanced ‘Tt required a greatdeal of effort to write something that adheres to get-rich-slow princi ples, yet was still exciting enough to motivate parents and grandparents to take ac. tion,” McKinley told me. He Late to Have the Weaith You Want, by Baribi Holzer with children, including notjust paying for college but also in all the personal finance your money amongdifferent types of investmentstotry to achieve the best combination ofrisk and return Holzer’s explanations are quickfixes. has succeeded. Ihave found worthwhile, beginning with these three: @ Make Your Kid A Miilion- get-rich bookthatonly repeats what we have read ad nauseam on asset allocation, or splitting leystresses the need for long term financial planning, nct their retirement ac- nancial habits and how to becomeself-reliant. Luckily, do thattoo. Theauthor does a superior job of explaining in simple terms the pros and cons of manyfinancial products and vehicles, such as Section 529 plans, Roth IRAs and variable annuities, to name a few. He avoids dogmatic pronounce- ments so prevalent among otherwriters whoinsist one particular way or investment is always the best. And McKin- Holzer, seniorvice presi- dentof investments for A.G. Edwards & Sons Inc., aiso wrote Set For Life: Financial Peacefor Peopie Over 50, a book I recommended last year. Getting Yours, despite a subtitle Nancy Stephens rattles off a number of busi- ness and product names thatjust sing: Residence Inn,Total Office Interiors, Fore Her, Mr. Clean, Budget Gourmet. She likes those names because they tell her something about the product or business. “The most important thing about a nameof a business, product orservice is that it suggests a benefit that the customer gets,” says Stephens, an associate professor in marketing at Arizona State University. She also can blurt out plenty of other company and product names that don’t tell her anything: Verizon, Cingular, Monster.com. She knows something about them only because ofthe marketing dollars put into name recognition. But most small companies don’t have the multimillion-dollar budgets to promote their business, making names critical, experts said. mentplanningliterature a bookthat actually says something new. Feigenbaum, the main authorand a certified financial planner,starts out by looking at retirementrealities today, including demographic and economictrends. The second chapter, “Envisioning Your Retirement,”is among the best and most thought-provoking I have read on the subject. “When” to retire should be the last thing the restof yourlife. Thisis patently obvious, yet many books on retirement planning delve right into the retirement age and financial issues without first addressing this all-important question. Feibenbaum and Epstein pro- vide a detailed discussion of fi nances, too, but only after consideringfirst things first. Humberto Cruz can be reached at AskHumberto @aol.com orc/o Tribune Me- tirement Planning in 24 Hours, you consider, Feigenbaum cor- dia Services, 435 N. Michigan byAlan Feigenbaum and Lita Epstein (Alpha,436 pages, soft- rectly argues, after you determine what you want to do with 60611. Ave., Suite 1500, Chicago,Ill. -PUBLIC AUCTION SALES Blom le en As] Underground Coal Mining Leases Franklin, Hamilton, and Jefferson Counties, Illinois aimed at middle-aged and older people, can probabiy help younger readers the most. Through thefirst half of the book — myfavorite — Holzer shows us how to decide among conflicting financial goals. She teaches us howto think like an The Tennessee Valley Authority (TVA) will conduct twoseparate public auctions of underground coal mining leases. Both leases are for the No. 5 and No. 6 coal entrepreneur, even if we work for somebody eise, and how to get paid what weare worth. But she also chalienges us Counties inIllinois. The leases will be sold with appurtenantrights. seams underlying about 64,950 acrestotal in Franklin, Hamilton, and Jefferson to decide how rich we really wantto be, understanding that the pursuit of wealth, although a “worthwhile activity,” will not necessarily bring us happi ness. “Keep enough balancein your life,” she advises, “that you don’t get burned out on what youare doing.” The second part of the book —naturally, the one marketers get excited about — focuses on invesiing. The emphasis is May 9 May 16 Tract XICR - 1L Franklin County Coal Reserve About 6,450 acres 10 am. CDT County Board Room Franklin County Courthouse Benton,Illinois Tract XENC - 3L Franklin, Hamilton, and Jefferson Counties Coal Reserve About 58,500 acres 10am. CDT County Board Room Franklin County Courthouse Benton, Illinois The coal leases will be sold to the highest qualified bidder, in accordance with the terms set forth in the Notice of Sale posted at the local county courthouses and announced onthe day ofthe sale. A Lousy Name CanKill a Good Business GANNETT NEWS SERVICE cover, $19.99). This is a rarity in retire. Prospective bidders must notify TVA ofthe intent to bid at the sale and furnish credentials evidencing the ability to perform underthe lease. This notice must be submitted in writing and received by TVA no later than May 6 for the May 9 auction and no later than May 13 for the May 16 auction. “A trade name is one that needsto be easily spelled, describes something about the business andis easy to find in the telephonedirectory,” said Joe Dean, Arizona’s small-business advocate through the state Department of Commerce. Stephens adds that the name shouldbe short, Notices should be mailed to: James H. Edgar, TVA, Fuel Acquisition and Supply, 1101 Market Street, LP SH, Chattanooga, Tennessee, 37402-2801, or faxed to 423-751-6619 or e-mailed to jhedgar@tva.gov. Prospective bidders whofail to qualify will be notified prior to the date of the sale. For legal information concerning the sale or for a copyof the Notice of Sale, contact Janice K. Pulver at 423-751-2096 ortoll free at 1-888-817-5201. To inspect the property or for technical information, contact James H. Edgar at 423-751-2506 readable and pronounceable to help with name retention. It also shouldn’t be too similar to a competitor’s name. Unusual spellings should be used with caution, said Rich Senapole, director of the Maricopa Community College’s Small Business Development Center (SBDC). Sara Farrar, SBDC business counselor, suggested not using a street namein case the busi ness relocates or not using a namethat soundsas though the business is too small. Sam’s Copy Center may give the impression the businessis a small shop run by one or two people even though it may be capable of handling large orders, she said. 2001 Utah! Vaid / Life Awards Where ideas connect CONGRATULATIONS TOUTAH’S ; TOP TEN MOST FAMILY-FRIENDLY COMPANIES! Z sal acts cig a = | With us, your wipeoutswill be | a thing ofthe past. It’s importantto have the right security and monitoring systems in place to protect your IT infrastructure from being wiped out. ‘Consonus, we offer a variety of managed services to keep your network application cruising, dayafter day. $ fs Our team has the experienced eyes and hands that can help you manage your {T infrastructure. We understand the entire IT picture and we can show you how to preventa system pileup, like that of a potential failure in a real-time environment. 3 q PHARMACEUTICALS t ‘ | | | tearn, Suse uA = Put Consonus on your team. For more information on a new generation of information technology management and protection, orto arrange for a tour of one ofour five-star data centers, call Consonus today at 1-888-452-8000 or visit our website at Www.consonus.com. |
