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Posts Tagged ‘Edge-Headlines-Columnist’

Buckley: Mariachi Conference’s partnership with Cox is a ‘win-win situation’

Thursday, November 20th, 2008
Cox Communications has agreed to provide financial and advertising assistance to the Tucson International Mariachi Conference.

Cox Communications has agreed to provide financial and advertising assistance to the Tucson International Mariachi Conference.

In a year when many arts groups are sweating out the current financial shakeup, the Tucson International Mariachi Conference is breathing a little bit easier, thanks to a new partnership with Cox Communications.

For several years now, the conference has been letting the public know that it was on a slippery financial slope. According to Daniel Ranieri, CEO of La Frontera Inc., the social services organization that the conference benefits, “(2009) was the year we would have run out of money.”

Instead, Cox will be supplying $50,000 cash per year for the next three years, plus a huge advertising partnership totaling some $500,000 in cash and in-kind donations.

The conference will be able to purchase marketing from Cox “in a deeply discounted way,” according to Ranieri. Cox will promote the event through all of its media around the state. It will produce shows about the conference and La Frontera to air on its cable channel and Web site, as well as produce sizable promotional spots for the event and its other sponsors.

Although it easily could have, Cox did not insist on being a named sponsor for the event (as in the Bank One Tucson International Mariachi Conference of some years back). Instead it’s looking at the arrangement as a chance for the conference to provide added market value to other sponsors, and thus attract a title sponsor as well as smaller partnerships.

It’s great for the conference in other ways, too. Through Cox’s interactive media, conference management can now get additional feedback from the public about the types of acts they’d like to see on the bill for the Espectacular concerts.

“It really turned the light on for me,” Ranieri says. “Why not have more strategic relationships?”

It’s a win-win situation. The conference gets cash, a broader advertising footprint around the state and a leveraging tool to attract other sponsors. Cox gets the goodwill such an arrangement produces, a clear sense of its role as a leader in the community and access to a steadily increasing market, in terms of the largely Hispanic audience that attends the events.

“I feel like the stars have lined up for us on this,” Ranieri says.

For Lisa Lovallo, Cox’s vice president and systems manager for southern Arizona, this arrangement with the mariachi conference is part of a broader approach to community relations for the communications giant.

In the TREO strategic planning meetings over the spring and summer, Lovallo saw an opportunity for Cox to get more involved in the community “to see if we can help.”

The mariachi conference’s international reputation, its educational component that serves 1,000-1,500 students a year and La Frontera’s work around the state added up to what she terms “a perfect storm of elements” to make Cox want to pitch in.

What the conference needed, she says, was not just a check but a business plan and a true media partner to help increase ticket sales, attract sponsorships, package and sell its assets and broker new partnerships in the community. With a representative on the conference board, Cox plans to be involved all the way through – not just at events, but at the meetings afterward to assess what went well and what could go better.

It’s an infusion of the type of energy and direction that TIMC has long needed, and one with potential to help the mariachi world’s long-standing model achieve the prominence and success it deserves.

PC or Mac? Depends on each user’s knowledge, needs

Monday, November 10th, 2008

Q: More questions about Macs and PCs. What about ease of use? Training time? Initial quality, date acquired? Ease and quality of software or firmware updates? What about service and support?

My sense is most reviewers never talk about the ownership experience during the years after the sale. That is a disservice to your readers. What about the total cost of ownership?

The overall experience is the lasting impression after the thrill of initial possible low price is forgotten. What about matching the features with what the user really needs to do with the computer? Wouldn’t a simple matrix be helpful?

J. Sargent

Q: Which software programs are difficult to run on a PC?

R. Gutierrez

A: Whenever I write about Macs vs. PCs I expect a healthy dialogue to follow and this time was not different. These two questions capture the general essence of the responses. I thought that Mr. Sargent’s question was good because it allows me to expand on some topics.

When I compare Macs and PCs I like to focus more on the hardware and software because I consider them to be universal components that can be used to gauge if a system is suitable for a reader’s needs.

As I am sure you are aware, not everyone has the same degree of comfort and familiarity with computers. Even more, most computer users are PC users because that is what they were exposed to first and we are creatures of habit. Also, many computer owners only use them for e-mails and papers.

With this in mind, I hope it is easier to understand how a difference in familiarity and use by computer users can affect some of the aspects that you raise, such as ease of use and ownership experience.

The ease of use and ownership experiences are going to be unique to each individual and therefore can’t properly be generalized. However, other topics such as service and support and ease of updates are another matter. The quality of service and support is going to be dependent on the maker. The broad term PCs consist of system makers Sony, Toshiba, and Dell and others. The quality of service the PC makers provide is going to vary and thus makes it difficult to broadly compare them succinctly to Macs. As far as creating a matrix, I don’t think that they are as effective as a showcase of prominent features.

Mr. Gutierrez, the difficulty in running software usually comes down to the software being compatible with the operating system or to missing drivers. In either case, this can occur equally with Macs or PCs and the resolution is also similar for both. I hope that my response was a service to you and Mr. Sargent.

Quincey Hobbs is a team member at the University of Arizona’s Center for Computing and Information Technology and an instructor at Pima Community College. Send questions to quinceyresponds@yahoo.com.

Wittman: Clean up your Web presence before job hunt

Monday, November 10th, 2008

When I have a little too much time on my hands, I Google myself. It may sound like something not to be mentioned in mixed company, but it’s actually something everyone should do.

Imagine my surprise when I found not only my home address and phone number on a Web site, but also a posting I’d made in response to some federal legislation regarding the Family and Medical Leave Act.

It was more than a little creepy to find such personal information about myself available. Thankfully I found nothing over which I’d need to hang my head in shame.

This is not the case for a lot of people. As a society, Americans seem to like to reveal the most intimate details of their lives (with photos!).

For those inclined to bare their souls – and more – the Web is the perfect place. But many fail to realize that what once seemed like a really funny video of yourself and your drunken college buddies can now keep you from getting the job of your dreams

I’ve mentioned in previous columns that many employers routinely run searches on all the major search engines on potential job candidates. Think of it as a background check on the cheap.

So how do you undo all that you did?

Unfortunately, it’s not a simple process. Your first step should be to assess the damage. That means checking yourself on every search engine you can think of. Go through each result thoroughly. This could take a considerable amount of time but it’s absolutely necessary to get an idea of what’s out there.

Next, delete, delete, delete. Wherever you can, delete the files of yourself. This includes any unsavory items on MySpace, your Web site, your blog, etc.

It’s not possible to erase every item you may find about yourself. In those cases, e-mail the webmaster directly and ask him politely to remove those items. If you can’t get the contact info from the Web site, do a search on whois.com. Google and Yahoo also have tools to help you request removal of personal info.

If you’re still having trouble, you may have to employ the services of a company like ReputationDefender.com or RemoveYourName.com. ChillingEffects.org has a form cease-and-desist letter you can send to a site owner. ComplaintRemover.com and RepSavior.com both specialize in protecting you from negative postings and other stuff that might make you look bad.

Once you’ve gone to all this trouble to get “Web dead,” you’re going to want to stay Web dead. There are a number of services to help you do stay incognito. I’ll cover them in my next column.

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at: romi.wittman@comcast.net.

Wiles: Mutual funds: Getting a tax bill even with a big loss

Friday, November 7th, 2008

Talk about adding insult to injury.

Many investors are likely to receive a capital-gains tax bill on their mutual fund holdings later this year – despite widespread stock market losses in 2008 and even if they don’t sell anything.

“Clients don’t expect it this year,” said B.G. Malamut, a certified financial planner at Ameriprise Financial in Phoenix. “They’ll be surprised and very upset.”

Actually, not all fund investors will be impacted. If you invest in mutual funds within an IRA, 401(k) plan or other tax-sheltered retirement vehicle, there’s nothing to worry about. Similarly, most bond funds aren’t likely to pass along much if anything in the way of taxable capital gains.

But many stock funds will, so investors holding shares in taxable accounts should beware.

“We are seeing a trend that could be quite alarming to many people,” said Tom Roseen, a senior research analyst for Lipper Inc. in Denver. The combination of personal losses with taxable distributions is “the double whammy we all fear,” he said.

All this begs a fundamental question: How can investors be billed for a tax gain during a year when they see their holdings plummet? The answer relates to the quirky nature of mutual-fund taxation.

Simply put, fund companies are required under the nation’s tax code to make payments to shareholders that reflect profits realized on stocks or bonds sold by a portfolio manager.

Losses don’t get the same treatment but, instead, are used to offset gains. Excess losses are carried forward to offset gains in future years, but excess gains must be passed along to shareholders as taxable distributions in the current year.

Gains and losses aren’t taxable until they’re actually locked in when a manager sells. Many fund managers try to avoid realizing taxable gains for just this reason, but some have been forced to sell holdings lately to meet redemption requests from panicky shareholders.

Roseen predicts funds owning foreign stocks or commodity/natural-resources shares are more likely to pay taxable distributions in coming weeks, since those had been sources of hot money, having attracted buyers with a short-term focus.

Equity-oriented funds in general have suffered billions of dollars in net cash outflows this year, forcing many to sell stocks.

Already, some firms are warning shareholders of taxable distributions ahead. For example, the American Funds estimates it might make taxable distributions on more than a dozen funds. These could include payments of up to 9 percent of the share price of the New Perspective Fund, 6 percent for New World and 5 percent for EuroPacific Growth.

At the Vanguard Group, only a handful of actively managed funds and no index funds had realized gains through September, and most of the few distributions were small, said John Woerth, a Vanguard spokesman.

“However, given the market activity in October, these figures could change,” he cautioned.

And that’s the point of this exercise – to encourage you to call your fund company or check its Web site to find out what taxable-gain distributions might be in store.

You can prepare for, cushion and even avoid an upcoming distribution in several ways. For example, you could sell some other money-losing investment and use that to offset some or all of an upcoming capital-gain distribution.

Also, you could sell the fund in question before the “record date” and avoid receiving the distribution. Shareholder record dates typically fall in November or December.

Conversely, if you’re thinking of making an investment, you should avoid doing so until after the record date to avoid getting a taxable payout.

If you do get saddled with a taxable-gain distribution this year, above all you should keep good records. The reason: When you ultimately sell your fund shares, you can reduce your future gain (or maximize any taxable loss) to reflect taxes paid along the way on distributions that you reinvested into additional shares.

Contact Russ Wiles at russ.wiles@arizonarepublic.com

Hobbs: Mac or PC? Depends what you need

Monday, November 3rd, 2008

With each new unveiling from the House of Apple Computers, I am asked anew how Macs compare to the current PCs and laptops on the market.

When comparing Macs and PCs, the operating system seems the ideal place to start. It’s here that most users form their opinions about a computer.

The issues that have plagued the latest Windows operating system are well known, but those are mostly things of the past. I’m not saying that Vista is the best operating system on the market, or the best one offered by Microsoft, but it isn’t the worst either.

For most users the primary remaining issue with Vista is its inability to run some software programs. Conversely, Apple’s Mac OS X doesn’t have the same problem. Both operating systems have a similar look, though Apple’s was the first to have that new sleek design.

After the operating system, many people consider how prone it is to viruses, spyware and other types of malware.

In this area, Macs have PCs beat seven ways to Sunday. This is mainly because there are very few viruses and the like for Macs, though the OS X/Leap-A virus proved they are out there. As Macs continue to grow in use and popularity, I would expect the number of viruses created for them to increase also.

Another area people consider is performance. This comparison can get a little dodgy. Essentially you can find comparable components for both PCs and Macs that would seem to make this a wash. In reality, Macs offer more high-performance components out of the box than PCs. This is not to say you can’t get comparable components on a PC, you will just have to customize most systems to included them.

This is a good lead-in to the next area of consideration: cost. Simply put, Macs are more expensive off of the shelf. But if you performed a component by component comparison where both systems had an equal number and type, PCs likely would be just as – if not more – expensive than Macs.

In the end, the computer I normally suggest is the system that is the best fit for the person’s needs. The majority of people don’t use all of the functionality available on their basic PCs, and this makes it difficult to recommend a Mac that is loaded with so much more functionality and cost.

I believe that the new line of Macs is better designed and have more powerful systems than their PC counterparts. However, functionally speaking most computer users could suffice with a PC at a fraction of the cost of a Mac system.

Quincey Hobbs is a team member at the University of Arizona’s Center for Computing and Information Technology and an instructor at Pima Community College. Send questions to quinceyresponds@yahoo.com.

User-generated portals come in handy for surfing the Net

Monday, November 3rd, 2008

Whenever I have a question, I like to enter it in Google and see what kind of results I get. It’s the cyber equivalent of asking my mom off-the-wall questions. Sometimes the results are funny, sometimes odd and sometimes dead-on.

Of course it helps that I have a very specific question. But what do you do if you’re not really sure what you’re looking for? In those cases, doing a general search can feel a little bit like trying to look up a word in the dictionary when you have no idea how to spell it.

That’s where user-generated portals come into play. These Web sites direct you to pages you might never have found with traditional Web browsers. They organize according to your preferences and traffic patterns rather than key words or phrases.

Blinklist.com gives you a special “blink” button. Then, when you’re surfing the Web, you can ”blink” the Web sites you find interesting. Blinklist then creates a site just for you with links to what you found interesting. Simple tools help you sort, describe and search for your “blinks.” You can also view other people’s “blinks.”

Newsvine.com posts Associated Press stories along with those posted by users. Sections include Local News, World, U.S., Politics, Business and Odd News, among others.

Digg.com is a place for people to discover and share content from anywhere on the Web. Digg compiles the best stuff as voted on by our users. People, not site editors, collectively determine the value of content. Everything on Digg is user-submitted. Once submitted, other users view it and rank it. Those sites receiving high rankings are promoted to the front page.

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at: romi.wittman@comcast.net.

Kay: These jobs remain in demand

Friday, October 31st, 2008

And now for some, um, better career news.

If you are ready to think beyond the doom and gloom of the there-are-no-jobs rat-at-tat, read on. I’ll share trends that can direct your career choices to a more promising course. I know you’d love a list of careers that guarantee to keep you snug and secure. Since that’s not going to happen – ever – here instead is a look at where qualified professionals are in demand and why.

First, finance. Despite the economic downtown, there is a higher demand for expertise in account reconciliation and credit/collections, according to the 2009 Robert Half Salary Guide research. Companies are most interested in professionals who can help their firms reduce inefficiencies and enhance profitability, and all the better if you’re familiar with International Financial Reporting Standards.

Three in-demand finance and accounting positions:

• Staff and senior accountants, with strong desire for CPAs with at least three years experience.

• Public accountants. Anticipating a lot of upcoming baby boomer retirements, firms area seeking skilled professionals who can help clients address fundamental accounting, tax and audit issues.

• Credit and collections specialists. The credit crunch makes it even more critical for companies to manage credit risk and collect on delinquent accounts.

Another thought: Get experience abroad. Seventy-one percent of CFOs say international experience will be necessary for accounting and finance professionals five years from now, according to a Robert Half survey.

On the technology front, there’s demand for highly skilled people due to the “increasing complexity and proliferation of new technology.”

Three in-demand information technology roles:

• Web developers. This is due to the rise of social media and companies expanding their online presence.

• Programmer analysts. People who know .NET, SharePoint, Java and PHP are at a premium in all industries, says the research.

• Help desk professionals. As companies migrate from older operating systems and update desktop systems, the demand for people who can troubleshoot software and hardware problems goes up.

In demand administrative roles:

• Customer service representative. This role is especially crucial now as companies focus on customer satisfaction and loyalty in an uncertain economy.

• Data entry specialist. Companies especially need this help during software conversions and upgrades to take customer orders quickly and accurately and for IT projects closely related to revenue generation.

• Administrative health care jobs. These include medical file clerk/scanner, medical secretary, patient registration/admissions clerk and credentialing specialists.

The more technical aptitude, multilingual abilities and professional certification you have, the better.

About 45 percent of Americans are eating out less this year to save money, according to BIGResearch statistics cited in USA TODAY. That means we’re going to the grocery store more, which means stores are concocting more prepared foods. So stores need chefs, cooks and cheese and wine stewards. I just got a postcard from the Kroger grocery chain saying they have openings for such positions. I can’t ever recall getting a postcard like that from a grocery chain looking for such professionals.

With companies’ focus on revenue generation, reducing inefficiency and enhancing profitability, it’s not surprising to see hundreds of jobs in marketing and communications, with technical and bilingual know-how as an added plus. You’ll find such openings as creative director for integrated marketing firms, interactive media manager for direct response marketing agencies, bilingual brand manager and e-mail marketing producer.

Next week I’ll talk about more trends and jobs. But don’t wait another day to start figuring out how to adapt to a marketplace that’s in a perpetual state of change, trying to accommodate changes that can be good and, other times, not so good.

Andrea Kay is the author of “Life’s a Bitch and Then You Change Careers: 9 Steps to Get Out of Your Funk and On To Your Future.” Send questions to her at 2692 Madison Road, No. 133, Cincinnati, Ohio 45208; www.andreakay.com. E-mail: andrea@andreakay.com.

Abrams: Warning: Watch those receivables this holiday season

Friday, October 31st, 2008

This holiday season, I have an important warning for every small company that sells to large corporations, especially big retailers: Carefully watch how much they owe you, and do everything possible to collect before Dec. 24.

Why?

Because I’m afraid the last week of this year will see a number of bankruptcies, even of companies that are household names.

I hate writing a column like this. After all, like most entrepreneurs, I’m an optimist. And I know that when people are fearful, the economy worsens. But my responsibility is to you – my small-business reader. And if you sell to a company that goes bankrupt – or if your customers sell to companies that go bankrupt – you could be left in a dire situation.

I’m not alone in worrying about the health of some major companies. Over dinner, a friend told me the large law firm she works for sent a memo with a list of 30 large companies they considered to be risky, warning the attorneys to carefully monitor their billings to those clients. She was shocked at the names on the list – many were stores where she shopped.

In fact, insurance companies that provide “trade credit insurance” are also nervous. This is insurance that large suppliers take out to make sure they’ll get paid if something, such as bankruptcy, happens to their customers. These insurance companies are looking at the economic climate, and reducing or eliminating insurance on some companies’ receivables.

“Business bankruptcies continued a relentless upward pace in the first quarter of 2008, and data suggests that the trend could increase even further as the year progresses.” That was the conclusion of Euler Hermes ACI, the largest provider of trade credit insurance in the U.S., earlier in the year. The recent financial turmoil has made it even more likely there’ll be a rash of business bankruptcies.

My prediction: Many of these will happen in the last week of this year. Why?

Every year, big retailers stock up for the holiday season. They order lots of goods from suppliers. You – or your customer – may be one of those suppliers. Retailers probably don’t have to pay you until January or February. Most years, that’s no problem.

But this year credit is tighter, even with the federal bailout. Over the last few years, large retailers had to keep Wall Street investors happy by showing high year-over-year growth. To do that, they rapidly expanded the number of stores or bought up smaller retailers. That meant taking on a lot of debt.

So going into this holiday season, many retailers who would otherwise be considered healthy have big, big bills and nervous bankers. And they’re facing a potentially very slow holiday season. After all, consumers are also nervous. They have lower limits on their credit cards, reduced values on their homes, and the worth of their 401(k)s has dropped. So it’s not likely to be a very merry holiday season at many retail stores.

It turns out that the last week of December is a very good time to declare bankruptcy. I should know – the parent company of my former book distributor declared bankruptcy on Dec. 28, 2006.

Why is that the perfect time for a big company to declare bankruptcy? They’ve got a lot of cash in the bank – from holiday sales. They’ve got a fair amount of inventory – the stuff they didn’t sell over the holidays. And they’ve got a big pile of bills – from purchasing all that inventory for the holidays. Once they declare bankruptcy, the bills get put on hold, but the cash stays in their bank account. That’s the ideal time for a nervous bank to call a loan or credit line.

But it means you – if you’ve got accounts receivable from these retailers – won’t get paid. Sure, you may get pennies on the dollar a couple years from now, but that isn’t going to help you stay in business in the meantime.

So, as you’re shipping out your goods to customers, carefully watch how much credit you’re giving, set earlier due dates on your receivables, and monitor payments closely. Do everything you can to collect quickly.

Don’t be alarmed, but don’t be foolish. And we’ll all come out of this holiday season in good financial health.

Copyright, Rhonda Abrams, 2008
Rhonda Abrams is the president of The Planning Shop, publisher of books and software for entrepreneurs, including “Six-Week Start-Up.” Register for her free business tips newsletter at www.PlanningShop.com.

Analysis: How low can Fed go on interest rates?

Thursday, October 30th, 2008
A television screen in a booth on the floor of New York Stock Exchange shows the rate decision by the Federal Reserve Board Wednesday.

A television screen in a booth on the floor of New York Stock Exchange shows the rate decision by the Federal Reserve Board Wednesday.

WASHINGTON – Just how far will the Federal Reserve go in lowering interest rates to save the country from a long and painful recession?

Ratcheting its key rate from the current 1 percent all the way down to zero can’t be ruled out. But there are risks in taking such an unprecedented step: namely, that it wouldn’t work in turning around the economy and breaking through a stubborn credit clog.

Eventually, a zero percent rate — virtually “free” money — could trigger a speculative investment frenzy that could feed a bubble that pops, wreaking havoc on the economy. And that, in turn, could lead to the very kind of financial crisis now afflicting the global economy. Former Fed Chairman Alan Greenspan — now partly blamed for the current problems — has called today’s crisis a “once-in-a-century credit tsunami.”

Emphatic as it was, the bold rate reduction the Fed ordered Wednesday and the possibility of even lower rates ahead are no panacea. Even lower rates won’t necessarily entice skittish Americans to spend and squeezed banks to lend more freely — forces at the heart of the economic woes.

With any luck, though, the Fed’s action will cushion the blow to the country, which is on the brink of — or already in — its first recession since 2001.

The Fed slashed its key rate by half a percentage point to 1 percent, a rate not seen since 2003 and part of 2004. The rate hasn’t been lower since 1958.

In a gloomier assessment of the economy, Fed policymakers said “the pace of economic activity appears to have slowed markedly” as consumers and businesses cut back on spending, and economic slowdowns in other countries sap demand for U.S. exports, which have helped keep the economy afloat.

Moreover, the “intensification of financial market turmoil” is likely to weigh on consumers and businesses, further reducing their ability to borrow money, the Fed said.

Underscoring the Fed’s sense of urgency is this fact: It took just 13 months for Fed Chairman Ben Bernanke, a student of the Great Depression, to ratchet down rates to the 1 percent mark. It took his predecessor, Greenspan, 2 1/2 years.

Many economists predict Fed policymakers will drop the rate again to half a percentage point, which would mark an all-time low, on or before Dec. 16 — its last scheduled meeting of the year. The Fed left the door wide open to more rate cuts, pledging to “act as needed” to revive the economy.

“We are in a crisis situation and everything is on the table,” said Richard Yamarone, an economist at Argus Research. “If conditions deteriorate considerably, the Fed could go down to zero. It is absolutely a possibility, but I don’t believe it is likely.”

Yet even if the Fed were to lower its key rate to zero, that might not reverse the bunker mentality of consumers and lead them to ramp up spending.

More than in recent recessions, consumers have retrenched as vanishing jobs, shrinking paychecks and nest eggs, and sinking home values have made them feel less wealthy and less inclined to spend. Consumer spending — the single biggest chunk of overall economic activity — probably fell in the July-to-September quarter. That would mark the first quarterly drop since late 1991, when the country was emerging from a recession.

And just because borrowing costs are cheaper doesn’t mean banks will feel more inclined to beef up lending to people and businesses.

“The problem is not the interest rate,” said Sean Snaith, an economics professor at the University of Central Florida. “It is that no one is willing to loan, regardless of what the rate is. Lower rates will not make the problem go away. The credit crunch will take time to resolve. This is another action to just chip away at the gridlock in this economy, but we shouldn’t expect a miraculous turn of events from this.”

The Fed’s move Wednesday meant the prime lending rate for home equity loans, certain credit cards and other consumer loans dropped to 4 percent. Even if the Fed were to cut its main rate to zero, the prime rate would fall to 3 percent but no lower.

The Fed’s previous rate reductions, in fact, were blunted by the credit crunch. The Fed slashed rates by a whopping 3.25 percentage points between September 2007 and April 2008, one of the most aggressive campaigns in decades. Just a few weeks ago, the Fed lowered rates again in a coordinated action with other central banks around the world.

The Fed probably would want to stop short of zero, so it saves precious ammunition — meaning additional rate cuts — should the economy take a turn for the worse later on, some economists said.

Others believe the Fed would want to avoid the fate of Japan, which failed to revive its economy even after its central bank slashed rates to zero in 1999 and kept them there for six years before bumping them up again. Japan became mired in a decade of lost growth in the 1990s after real-estate prices collapsed. That caused a severe bout of deflation, which is a destabilizing drop in prices.

“Cutting rates to zero is a fairly desperate measure, and a lot of stigma is attached to it,” Snaith said. “It would bring on comparisons to Japan.”

There’s also the worry that dropping rates to all-time lows would feed the type of speculative boom and painful bust that the country is now suffering through. Greenspan lowered rates to 1 percent in summer 2003 as he sought to aid the economy’s slow recovery from the 2001 recession and fend off a remote — but dangerous — risk of deflation. He kept rates at that historically low level for a year.

Critics contend that those low rate fed the housing bubble and lax lending standards that eventually burst and imperiled the economy. The meltdown drove up foreclosures and forced financial companies to rack up huge losses on soured mortgage investments, laying low storied Wall Street firms and causing banks to fail.

Instead of dropping rates to zero, the Fed probably will turn to other weapons to battle the crisis.

The Fed has already created first-of-its-kind programs, such as getting cash directly to companies by buying up mounds of “commercial paper,” the short-term debt firms use to pay everyday expenses such as payroll and supplies. That program, which started Monday, is helping to relieve credit stresses, economists said. The Fed also is providing loans to banks, has moved to provide a financial backstop to the mutual fund industry and has injected billions of dollars in financial markets here and abroad.

The Fed could opt to expand programs by enlarging loans it’s now making, providing loans to other types of companies, or buying more and different types of debt. The Fed’s balance sheet has doubled to $1.8 trillion in recent months, reflecting those other activities to get credit flowing again.

Because the Fed has wide latitude in these areas, many economists believe Fed policymakers are more likely to continue this route than to lower its key rate to zero.

No matter the relief tactics, though, the economy is due for more pain. The unemployment rate, now 6.1 percent, could hit 8 percent or higher by next year. Home prices are likely to keep sinking for some time, and nest eggs will continue to be battered.

“We’ve been in pain, and it will get more much severe over the next six months,” predicted Mark Zandi, chief economist at Moody’s Economy.com. “The economic damage of the financial panic has already been done, and the Fed is trying to limit the damage as best it can.”

AP Economics Writer Jeannine Aversa has covered the Federal Reserve and the economy since 1999.

Step inside the mind of a consumer

Tuesday, October 28th, 2008

“Buyology: Truth and Lies About Why We Buy,” by Martin Lindstrom. Doubleday Business, 256 pp., $24.95.

Picture a mad scientist in his laboratory, cackling with glee as he tries to unlock the secrets of the human mind. Now, consider the unsettling possibility that the scientist may be on to something.

Marketing expert Martin Lindstrom is that scientist, caught up in the excitement of research in his new book, “Buyology. “Lindstrom first became aware of neurological marketing research through a Forbes magazine article, “In Search of the Buy Button.”

The article discussed a lab in England, where a neuroscientist teamed with a market researcher to scan the brainwaves of subjects watching commercials. Lindstrom was thrilled that unbiased access to the consumer brain was finally available.

A difficulty of standard marketing research, says Lindstrom, is that people will not – or cannot – provide accurate information about their mental states.

When asked why they prefer a brand of soda, or how a warning label affects them, most people cannot give a straight answer. This, says Lindstrom, is the great advantage of brain waves.

“They don’t waver, hold back, equivocate, cave in to peer pressure, conceal their vanity, or say what they think the person across the table wants to hear. … Neuroimaging could uncover truths that a half-century of market research, focus groups, and opinion polling couldn’t come close to accomplishing.”

Two technologies were used in Lindstrom’s studies: SST (Steady State Topography) and fMRI (functional Magnetic Resonance Imaging). In a series of tests spanning three years and more than 2,000 subjects, he concluded:

• Warning labels on cigarettes don’t work. They stimulate activity in the part of a smoker’s brain linked to cravings.

• Traditional advertisements no longer create lasting impressions. By age 66, most people with a TV will have seen nearly 2 million commercials. That makes it hard for an ad to increase a viewer’s memory of a brand, despite the millions spent.

• Product placement only works when fully integrated – when Coke bottle-shaped furniture is part of the set design on “American Idol,” for example, or when Reese’s Pieces candy was used for bait in the movie “E.T .” However, when a product is not integrated, such as FedEx packages appearing in the background of “Casino Royale,” there is no measurable effect with regard to viewer recollection of brand.

• Sex sells itself. Viewers of sexually suggestive ads did pay attention, but more to the sex than the ad. In one study, fewer than one in 10 men who saw a sexually suggestive ad could recall the product, while twice as many remembered the product in non-sexually suggestive ads.

• Successful branding functions like religion. Simple rituals, such as putting a lime wedge in a Corona or slowly pouring a Guinness, give the brand added cachet. Rivals brands attract zealous followers – “I’m a Mac; I’m a PC.” Scans using fMRI technology showed that some viewers had the same neurological response to strong brands that they did to religious iconography.

• Subliminal advertising can be highly effective. When watching an advertisement, viewers automatically raise their guard against its message. With subliminal advertisements, viewers’ guards are down, so their responses are more direct.

• Marketing isn’t restricted to the visual. Many companies use smells to sell products. Fast-food restaurants and supermarket bakeries use artificial fresh-cooked food smells. Sounds also effect buying. A study showed shoppers purchased French or German wine depending on which nationality’s music was playing on store speakers.

Lindstrom’s research should be of interest to any company launching a new product or brand.

“Eight out of 10 products launched in the United States are destined to fail,” Lindstrom writes. “Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90 percent of them are gone from the shelf a year later.”

It’s likely that the information in this book will be used in future marketing campaigns, so even if you aren’t in the marketing business, it’s a worthwhile read as a measure of self-awareness and self-defense.

Wittman: Halloween doesn’t have to be expensive

Monday, October 27th, 2008

Normally I devote this column to all things business and finance, but since Halloween is, at least in my house, the most important dress-up-and-eat-your-body-weight-in-chocolate holiday of the year, I thought a Halloween-themed column was appropriate.

Given the state of the economy, a Halloween-themed column helping you stick to a budget seemed even more appropriate.

Since store-bought costumes can be pretty pricey – $20 on up for a flimsy, cheesy basic costume – doing it yourself makes a lot of sense, especially if you have more than one costume to throw together. You don’t need a sewing machine or the skills of those “Project Runway” fashion designers to pull it off. All you need is the Web.

First, never, and I repeat NEVER, underestimate the power of Google. When my 3-year-old daughter said she wanted to be Barbie Mariposa this year, I immediately hopped on Google. I got ideas on how to make her costume, including a cool tutu that required not one stitch of sewing – a bonus for the sewing challenged like myself. I love Google because I can enter the oddest, most random questions and almost always get a pertinent search result. It’s a good starting point.

If you’re struggling to figure out what costume to make, go to Disney’s FamilyFun.com for kids’ costume ideas as well as instructions on how to make them, including the time and materials needed.

Kaboose.com also has great ideas, and not just for Halloween. Click on the Halloween 2008/Homemade costumes section to see photos and how-tos. If you’d still rather buy your costume, this site also has links to plenty of store-bought costumes.

And speaking of Martha Stewart, her Web site (marthastewart.com) has really cool no-sew costume ideas. The difficulty level ranges from simple (Medusa, which involves weaving rubber snakes in your hair) to ridiculously hard (the Fairy Godmother costume, which involves gluing about 750 coffee filters together to resemble an Elizabethan-era gown).

If you’re looking for a costume that’s a little more grown-up, i.e., scary, go to Threadbanger.com. You’ll find a host of creative costume ideas along with how-to videos. An example of one such video: How to make a straight-jacket.

Happy Halloween!

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at: romi.wittman@comcast.net.

Wittman: Online sites can make holiday shopping a breeze

Monday, September 29th, 2008

It’s hard to get in the holiday spirit when it’s 90 degrees outside, but that’s not stopping those intrepid retailers from trying.

They’re hoping you’ll part with some of your hard-earned cash and help them make it through what promises to be a gloomy holiday shopping season.

More than ever before, this year people will be looking for ways to, if not cut back, at least stay within a budget. I’ve always been a fan of online shopping because it’s so convenient – no driving all over creation, no fighting traffic or crowds or surly clerks.

But there is a bonus: It’s also a great way to research products and shop for the best deals.

Here are some of my favorite sites:

As its name implies, Overstock.com specializes in excess merchandise. This is fun because the merchandise is always diverse and ever-changing. It’s bad because the merchandise is diverse and ever-changing. If you find something you like, you better buy it because it might not be there when you come back.

If you want to find out what coupons or rebates are out there, several Web sites can help. Wow-coupons.com has both online and printable coupons to use in a multitude of stores. Dealcatcher.com and Coolsavings.com also have printable coupons as well as convenient links to rebate forms.

Currentcodes.com is your link to those special discount codes you enter when you check out at an online store. These codes can get you everything from free shipping to deep discounts. It’s definitely worth checking out.

Another cool Web tool is the shopping bot. Shopping bots scour the Internet for the best deal on a given product. Shopzilla.com and MySimon.com are two of the best, with easy to use features that make comparison shopping a snap. Shopping.com and PriceGrabber.com are also good tools worthy of bookmarking.

A word of caution with shopping bots: They will sometimes sort their search results so paid advertisers appear at the top of the search results. Just be sure to sort your search results by price to ensure you find the best deal.

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at romi.wittman@comcast.net.

Wittman: Don’t trash it: Web sites offer ‘green’ alternative

Monday, September 1st, 2008

Everyone is thinking “green” these days. People want to know how they can better live in harmony with the world around them and they’re seeking out renewable, sustainable options.

There is nothing greener than recycling – and I’m not just talking about separating your paper, plastic and aluminum.

If you really want to do something worthwhile for the planet, focus on reducing your consumption. That means not only buying less stuff; it means recycling and reusing old items whenever possible. This extends to your wardrobe and home furnishings, too.

There’s an old saying that one man’s trash is another man’s treasure, and the Web makes it easy to find such treasures.

Craigslist.org is a no-frills, online community that links you to lots of free and low-cost stuff. There is a Craigslist community for virtually every town across the country. Check out the “free” link under the “for sale” section.

Next check out Freecycle.org. As the name implies, everything on this site is free. You can post your stuff and look for “new” stuff. And, like Craigslist, there is a Freecycle community for almost every town – though it should be noted that Freecycle got its start in Tucson.

Created by someone who didn’t like the rules and regs of Freecycle, Sharingisgiving.org is an alternative to Freecycle.

Next there is the ReUseIt Network, at reuseitnetwork.org. It’s another online forum to help you reuse items that might otherwise be tossed in the trash.

Freesharing.org is yet another site, organized by geographical area, to link you to like-minded recycling-oriented individuals.

And remember that recycling isn’t just about finding treasure from trash. It’s putting your stuff out there, too. So, don’t toss that old sofa to the curb – list it on one of these Web sites and feel good knowing that you’re trying to be “green.”

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at romi.wittman@comcast.net.

Wittman: Many firms not up on ‘Red Flag Rule’

Monday, August 18th, 2008

With identity theft becoming an increasingly large problem, especially here in Arizona, the Federal Trade Commission has instituted provisions to help protect consumers.

Sections 114 and 315 of the Fair and Accurate Credit Transactions Act (FACT Act) include something known as the “Red Flag Rule.” This rule requires the development, implementation and maintenance of an Identity Theft Prevention Program by covered companies. The rule went into effect Jan. 1, and companies under this rule are required to be in full compliance by Nov. 1.

What does this mean in plain English?

Any business that is a lender or an indirect lender – this includes everyone from your mortgage company, credit card company, utility company, car dealership to just about any service provider that handles your account information – is required to institute a formal “Red Flag Rule.”

The FTC defines a red flag as a pattern, practice or activity that indicates possible identity theft.

Under this new rule, companies are required to have a program that outlines specific red flag alerts, as well as the steps to take if a red flag is identified. Basically, companies have to make sure people are who they say they are.

Despite the impending deadline, many companies haven’t heard of the “Red Flag Rule” and are unaware of their need to be in compliance.

For whatever reason, the FTC hasn’t attempted a large public education campaign. However, ignorance of the rule is not an excuse to forgo compliance.

If you suspect your business may fall under the provisions of the Red Flag Rule, you should act now. And, as a consumer, it’s a good idea to know what protections exist to safeguard your personal data.

You can learn more about the FACT Act and the Red Flag Rule by visiting ftc.gov. A complete copy of the act is available for download.

If you just want the highlights, go to either privacyrights.org/fs/fs6a-facta.htm or consumeraffairs.com/news04/2008/07/red_flag.html. Here you’ll also find links to Red Flag Rule resources.

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at romi.wittman@comcast.net.

Wittman: Help for planning kid trips, Disneyland, too

Monday, August 4th, 2008

I’d hoped to put off a trip to Disneyland for a few more years, until my infant son was old enough to remember the trip.

Unlike many of my friends, I didn’t see the point in making an annual pilgrimage to the so-called Happiest Place on Earth. (Spending $200 a head to get in and then waiting in three-hour long lines isn’t exactly my idea of “Happy.”)

I figured we’d go on one big Disneyland blowout when the kids were about 6 and 8, and that would be that.

Oh, how wrong I was.

When I casually mentioned this plan to said friends, they were horrified. Apparently not taking your kids to Disneyland at each stage of their development is akin to child abuse. If I denied my 3-year old daughter the experience of meeting the Disney Princesses in person, she might grow up disgruntled and maladjusted, or at least more than she otherwise would have been.

So I caved to peer pressure. The Disneyland Trip will take place next February. My daughter will be 4 and my son will be oblivious, and I’m already dreading the trip.

I need some help and some inspiration and there are many Web sites to help.

JetWithkids.com has very useful info for air travel, with guidelines for what to pack, what activities are best to keep your kids occupied, and even when your kid will need a passport. Flyingwithkids.com and flyingwithchildren.blogspot.com also have useful info for the harried traveling parent.

Wejustgotback.com and Momsminivan.com also have great tips for road trips as well as attractions that are off the beaten path.

Finally, if, like me, you’re planning a trip to see the Big Mouse, check out Mouseplanet.com and TheMouseforless.com, which both have tips and tricks for making the most out of your Disneyland vacation.

Romi Carrell Wittman is a business writer and the communication services director for Trico Electric Cooperative. E-mail her at romi.wittman@comcast.net.