"If you want a friend, get a dog don't fall in love with a stock," warns Anthony M. Going forward, those books are going to be very popular." Business Basics There are people who have lost half their portfolios. As Ross puts it, "Certainly, as the economy has retreated, we're seeing a back-to-basics approach, time-tested theories of what works and what doesn't work." Jill Alexander, business editor at Adams Media, has her own term for what people are looking for-"the 're' phase: a time to repair, reassess, reevaluate. What most people want in these volatile days are easy-to-follow primers to help them through hard investing times. Obviously the get-rich-quick, retire young and day trading titles are no longer on anyone's A list. Now that the going is tough, he and other business-book publishers are banking on the fact that people will need books more than ever before. People who had previously resisted temptation to invest started to go hog wild." "What we saw was that every single high-falutin' theory seemed to work. During the bull market, "The stock market, especially the Nasdaq, was like a broken slot machine," says Steve Ross, editorial director of Crown and Crown Business.
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