Factory Direct

Reverse Phone Book

More Directories

Tax Help


The Glossbrenners’ New Cyber-Guide

Corrections or additions?

These articles were published in U.S. 1 Newspaper on March 18, 1998. All rights reserved.

Directory Days

Someday all the banks will figure out that their clients

don’t like to call 800 numbers, that they want to speak to an actual

person at their very own branch. Summit Bank learned that. In years

past it provided only a standard number but now if you look in the

telephone book, specific branch numbers are printed as well. PNC has

not learned this lesson.

So look in the U.S. 1 Business Directory, one of the few places

you will find the branch numbers of many banks. But for complete


statewide turn to a directory distributed by the New Jersey Bankers

Association, the New Jersey Financial Institutions Directory,

by Thomson Financial Publishing. The 1998 edition is 248 pages and

costs $23.32 postpaid. Call 609-924-5550.

In addition to a town-by-town listing of all the banks, plus an


index, the directory has officers for a multitude of banking


reams of regulatory agency information, and pages of affiliate members

with everything from investment banking firms and attorneys to armored

car services. Plus the branch numbers of all the PNC Banks.

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Factory Direct

A list of manufacturing firms, say the sellers of the

New Jersey Manufacturers Register, can help you analyze trends in

the New Jersey industrial community, establish statewide sales and

distribution areas, and serve as a supplier source for your purchasing

department. Not to mention the primary use: as a lead source for sales

calls and mailings.

The New Jersey Manufacturers Register costs $105 in the 672

paper version and is available on diskettes and CD-ROM. Published

annually in Evanston, Illinois, by Manufacturers News’ Inc.


it profiles 10,957 industrial firms in New Jersey and lists 17,070

executives of which 7,745 are presidents.

Checking the zip code for Mercerville, the Register had two firms,

Congoleum and Creative Machining Systems. The Register had the SIC

codes "vinyl tile" and "precision machining job shop"

while the more loquacious U.S. 1 directory told how many employees

Congoleum had in Trenton and nationwide. Information on revenues and

employee numbers and square feet was slightly different in the U.S.

1 Directory.

The Register did not have four manufacturing companies listed with

Mercerville addresses: Tech Mate, East West Service Company, Princeton

Microwave Technology, and Laser Energetics.

The Register depends on SIC categories. At U.S. 1 the directory


think the SIC categories are outdated, and they devise their own


pertinent to the mix of Princeton businesses.

Different books, different information gathering methods, different

purposes. But the biggest difference is the categories.

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Reverse Phone Book

It will raise the hair on the back of your neck to read

Princeton’s listings in the Hill Donnelly cross reference


If political boundaries are important to you will be taken aback to

learn that Hill Donnelly thinks all of the 08540 zip code belongs

to Princeton, including Princeton Forrestal Village and MarketFair.

What’s really interesting though, to both the marketer and the casual

observer, is the way Hill Donnelly denotes income levels. Do you live

in a one star or a four star neighborhood, with four being the most

affluent? Park Place in Princeton merits just two stars but Alexander

Street gets four. It’s detailed: the university side of Nassau Street

gets four, the other (even side) gets two. Some of the newer areas,

such as Canal Pointe and Fox Run, are not defined by income levels.

What you really use this book for is for telephone marketing. Street

by street it gives the name of the telephone listing and whether the

listing is a business. It also has "reverse numbers," so you

can look up who called you and left the number. It indicates new


and the year that each listing first appeared.

The directory can also be used, its promoters suggest, to reduce


losses. Merely ask a new customer "to confirm identification by

providing names of neighbors or business establishments near the


he gives." Or contact former neighbors of clients that skipped

town in the hope they will tell you where to find them.

Call 813-837-1009 or fax 813-839-8420 for a $121.55 copy of


Trenton/Trenton Suburban Directory. For $183 you can buy a CD with

up to 500 labels that can be printed.

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More Directories

<B>New Jersey Directory — the Insider Guide to

New Jersey Leaders, by Don Linky of Joshua Communications, costs

$95.16 including shipping and tax. Due out this month it includes

updates on the new area code, home pages, and E-mail addresses. The

full-text disk is $295 and the mailing list is $150 on a floppy.

Linky identifies the movers and shakers and their public and private

roles, including the insider networks and family relationships. Other

chapters are on higher education (college presidents), the arts,


and technology (scientists and research leaders), government and


and minority leaders.

The Insider Guide to New Jersey Movers and Shakers, another

Linky publication, lists over 1,000 of the state’s top government,

education, and industry leaders. The 1998 edition will come out in

May. Cost: $45.

This summer Linky will also publish The Insider Guide to New Jersey

Healthcare, with hospitals, nursing homes, and other health care

services and facilities for everyone from consumers to industry


Cost: $65.

For a copy of any Linky book, call 609-452-7799; fax 609-452-2803.

The mailing address is: Joshua Communications, Box 7183, Princeton

08543-7183. E-mail: njlink@aol.com.

New Jersey Grants Guide 1998-’99, just published by


Grants Guide in cooperation with the Center for NonProfit Corporations

at 15 Roszel Road, costs $149 plus $6.95 shipping. In 738 pages it

offers profiles of foundations and corporations with examples of whom

they give to and what their giving policies are. It also lists


funding sources for nonprofits.

Indexed in 129 ways, including areas of interest, geographic location,

and officers and trustees, it includes such details as financial data

on assets, examples of recent grants, application deadlines, contact

names, and how much to apply for. It also has "step by step


from that first call to the grantmaker through turning in a winning

proposal." All book purchasers receive free updates six months

after publication, but an additional quarterly newsletter and fax

service costs $29 to book owners.

The founder of the Denver-based company, Rich Male, is a former

1960s civil rights worker. Call 888-247-2689 or fax to 888-248-4339.

Rutgers’ Experts Reference & Faculty Directory: a resource

for business, was released in January by the Rutgers Faculty of

Management. It’s nicely done and nicely indexed, with about 120


profiles complete with photos, resumes, and areas of interest. Topics

range from artificial intelligence to women and business. Need an

expert on downsizing? Choose from James Bailey, who cares about how

individuals understand and adapt to organizational change, or Eric

Gedajlovic, who is interested in the effect of ownership on profits

and firm performance. Call 973-353-5177.

New York Publicity Outlets, published every six months

for an annual subscription of $230 including shipping, is a 562-page

volume that seems to compare favorably with its competitors,


and Bacon’s. It’s strictly for public relations purposes and has no

ad rates.

Of course any directory is only as good as the response it gets, but,

says Steven Gubernick, his seven-person firm follows up every

unanswered request for information by phone. In addition, says


"We call every phone number every six months."

We checked the most recent edition and it seems pretty accurate. It

did not show that, at Dow Jones, Jennifer Fron Mauer has moved

from the transportation beat to the medical/pharmaceutical beat (Mauer

was on a panel last week for the Biotechnology Council of New Jersey

last week, that’s how we know). They’ll catch up with her in the


due this month.

NYPO takes 13 pages to list all the contacts at the New York Times.

It tells which people are writers only and not editors, which are

critics, and so on, and it specifies when someone prefers snail mail

to faxes or E-mail.

The U.S. 1 Business Directory is particularly pertinent

for the greater Princeton area because it includes more than 5,000

company listings from all three area codes, including contact names,

fax numbers, number of employees, E-mail and URL addresses, and


where available. It’s particularly useful for jobhunters, sales reps,

and small business owners. The 1998 edition is available now and sells

for $15.95, including postage. Send check payable to U.S. 1 Directory,

12 Roszel Road, Princeton 08540. Or stop by the office and pick it

up in person for $12.95. Or get it from a bookstore.

Corfacts guides include the 1998 New Jersey Business to

Business Directory, listing 27,000 companies for $265 plus tax and

shipping. The listing includes the same elements that the U.S. 1


Directory has, but it has the names of additional executives.

Order the Mercer County version through the Mercer County Chamber

of Commerce for $57 including shipping, handling, and task. On a disk

it is $316.70. It has more than 3,250 businesses, service and


companies only; it won’t have Plainsboro, for instance, which is in

Middlesex. Call 609-393-4143. The Mercer Chamber’s own


and Fact Book is available by calling 609-586-2056.

Corfacts’ 1998 Human Resources Directory, was published in


and has 5,000 of the largest companies with human resource contacts;

it costs $145. Corfacts also publishes directories for each of New

Jersey’s 21 counties, plus the Delaware Valley Business to Business

Directory for $195, and the $145 TriState Plus Directory,

which lists companies in New Jersey, New York, and Connecticut with

100 employees or more.

To order any of the above directories call 800-331-5076, fax


E-mail rescommgrp@aol.com, or write Corfacts, 39 East Hanover


Morris Plains 07950.

Project Vote Smart: U.S. Government Owner’s Manual is

an inexpensive but useful government handbook issued by the Center

for National Independence in Politics in Oregon, 541-754-2746

For more directory listings see


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Tax Help

<B>The Rapid Finder Weekly Tax Deduction Tables,

published by the New Jersey Business and Industry Association in

January, provides

payroll processing assistance to small businesses that handle their

own weekly payroll and is a handy reference for payroll managers.

It covers both state and federal deductions and is $23 for members,

$33 for non-members.

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Find out how to comply with the law doing internet


— and more on the latest in bank regulations — at a


on Thursday, March 19, from 11 a.m. to 4:30 p.m. at the Marriott,

sponsored by the New Jersey Bankers Association on North Harrison

Street. The live teleconference airs 11 a.m. to 1 p.m. and 2 to 4:30

p.m., but registration starts at 9 a.m. Call 609-924-5500 for $260


Additional topics include Y2K liability (credit risks and vendor


electronic benefits transfer, data matching (Welfare Reform Act),

Bank Secrecy Act, privacy policies and procedures, common problems

of flood insurance, and more.

John Byrne will moderate a symposium that features Bobbie

Jean Norris of the FDIC, Steve Cross of the OCC, Rich

Fischer of Morrison & Foerster, Howard Amer of the Federal

Reserve Board, Nessa Feddis of the ABA, Richard Small

of the Federal Reserve Board, and Richard Insley, bank



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The Glossbrenners’ New Cyber-Guide

Most cybersurfers would probably frown on a book about

search engines. Why waste the paper? All you need to do, really, is

type in a query in plain English, hit return, and you’ll get thousands

of hits, most of which you won’t even need.

But the fact is, most cybersurfers probably don’t use one-quarter

of the functionality of search engines. Yes, some tricks can be


by clicking around in help files — if they’re not too carefully

hidden. But the fact is, most cybersurfers don’t even know what they

don’t know.

Enter Albert and Emily Grossbrenner‘s latest book, "Search

Engines for the World Wide Web." Published by Peachpit Press (228

pages, $16.95, http://www.peachpit.com), this unassuming

little book manages to put the hum back into search engines. It


multitudes of quirks, idiosyncrasies, and innate functionalities for

each of the major search engines — Alta Vista, Excite, HotBot,

Infoseek, Lycos, and Yahoo!. Plus, it has tips on how to find the

right keyword, how to find legal resources, and how to use Liszt (the

mailing list directory) and other specialized find-it sites like Argus

Clearinghouse, Four11, and the Zip2 Yellow Pages.

The Glossbrenners, who live and work in Yardley, co-wrote "The

Little Web Book," "The Computer Sourcebook," and


More Money on the Internet." With "Search Engines," the

Glossbrenners again have demonstrated a knack for making cyberspace

seem more fun than it actually is. "The good news is that things

have improved dramatically since 1995," they write, "when

Clifford Stoll‘s lament about the problems of finding useful

information on the Internet first appeared — at least in terms

of the tools available for dealing with what he referred to as the

Internet’s `wasteland of unfiltered data.’"

While the publisher rates the book as beginner to intermediate-level

reading, those receiving the maximum benefit from the book are


the advanced cybersearchers, not those who think that a search engine

has something to do with a drive shaft. It’s a must for those who

use search engines often. It also dispels illusions, quells


and creates an appreciation for the fact that there are so many ways

to find things on the Web. In quick, easy English, the book reveals

that each engine has its own uniqueness and that keeping a sentimental

favorite is tantamount to irrationality. Here are some observations:

Alta Vista, (http://www.altavista.digital.com) uses a

powerful database created by a Web "spider" that explores

three million Web pages per day and is updated every 24 hours. It

is almost too powerful for the generalized search. "Unless you

construct your Alta Vista queries carefully, you’re likely to be


with far too many hits," they write. "You’ll need to spend

some time learning the rules of simple and advanced searches to take

full advantage."

Excite (http://www.excite.com) uses


searching" that intuitively assumes the searcher’s intention and

spits out lots of related sites onto the hit list. "Excite doesn’t

take your query literally as most search engines do," the


write. It seeks out "not just what you asked for but also its

best guess as to what you really want to know."

Those familiar with the shocking green background of HotBot

(http://www.hotbot.com) will probably have a strong opinion

about it, just like most people seem to have a strong opinion of its

parent company’s flagship publication, Wired magazine. But, the


say, those with Netscape Navigator 3.0 can actually change HotBot’s

"bilious" background. To do that, click on options, then


preferences, then colors; set background to custom and choose a color

(the Glossbrenners prefer white).

The most remarkable thing about HotBot, though, is its speed. HotBot

has the ability to deliver hits within the blink of an eye, with super

simple search syntaxes. "Instead of typing your queries with


punctuations and Boolean operators, you can click on drop-drown menu

selections and radio buttons to conduct even the most complex


Infoseek (http://www.infoseek.com) responds to

plain questions with zillions of hits. The Glossbrenners got


on Infoseek shortly after it was introduced in 1995, when it helped

them get tickets for the 1996 Summer Olympics. With 50 million pages

in its Web database, searches can be made for Web pages, E-mail


company profiles, frequently asked questions, and Usenet articles.

There is also a Yahoo!-like directory, arguably "the Web’s


The Glossbrenners like Infoseek for its set searches — the ability

to conduct a search within a search. "It’s a great way to zero

in on Web sites containing just what you need." However, a


drawback is that Infoseek does not permit the use of Boolean operators

(and, or, not, near).

Lycos (Latin for wolf spider) is one of the oldest search


and is quickly becoming one of the most aggressive promoters, say

the Glossbrenners. While its help files for Boolean indicators or

search terms are buried deep, it is adept at finding multimedia files

— graphics, video, and sound files. "With a properly equipped

Web browser, you can even view or listen to the files as they are

being downloaded to your computer." The Glossbrenners also adore

Lycos’ "Top 5 Percent" directory. a system that rates the

hottest websites, per category. (Five percent is probably an


Lycos rates only 25 sites per category — compared to thousands

of possible websites, we’re probably talking .25 percent.) The Lycos

address is http://www.lycos.com.

As far as organization goes, the couple reserves the most


for Yahoo! (http://www.yahoo.com). "From the very beginning,

what has set Yahoo apart from other search engines is its hierarchical

approach to organizing the information on the Internet and the World

Wide Web," they write. While its database of sites is far smaller

than that of the other search engines and it doesn’t index the full

text of the Web pages, its classification system is "second to

none," they write.

But perhaps the most endearing aspect of Yahoo! is that is compiled

by reviews and recommendations from Web users "instead of relying

on automated search robots or spider programs."

— Peter J. Mladineo

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— the web site for U.S. 1 Newspaper in Princeton, New Jersey.

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