Byline: By danny hakim section: Section B; Column 0; Metropolitan Desk; Pg. 1 Length

URL: http://www.nytimes.com
SUBJECT: RESTAURANTS (92%); FULL SERVICE RESTAURANTS (78%); DRINKING PLACES (71%); DAIRY PRODUCTS (67%); ALCOHOLIC BEVERAGES (66%); LIQUOR LAWS & LICENSING (64%); CONTROLLED SUBSTANCES CRIME (57%)
GEOGRAPHIC: NEW YORK, NY, USA (94%) NEW YORK, USA (94%) UNITED STATES (94%)
LOAD-DATE: July 9, 2008
LANGUAGE: ENGLISH
CORRECTION-DATE: July 16, 2008

CORRECTION: An article and an accompanying list last Wednesday about Brooklyn restaurants that have involved the entrepreneurs Alan Harding and Jim Mamary misstated the name of one Mr. Harding opened in Red Hook and the year it opened, and erroneously included one item on its menu. The restaurant was The Old Pioneer, not Pioneer Bar-B-Que; it opened in 2004, not 2005, and it did not sell barbecue.

A picture caption misidentified the ownership of Pomme de Terre in Ditmas Park. Mr. Mamary is an owner; Mr. Harding is not involved.

GRAPHIC: PHOTOS: CIRCA 2007: Trout, in Boerum Hill, Brooklyn, has the Alan Harding-Jim Mamary touch. (PHOTOGRAPH BY ANDREW HENDERSON/THE NEW YORK TIMES) (pg.F1)

THEY'VE DONE THIS BEFORE: Alan Harding, left above, and Jim Mamary in yet another construction site in Brooklyn where diners will be headed soon. (PHOTOGRAPH BY ANDREW HENDERSON/THE NEW YORK TIMES)

BOROUGH BOYS: Pomme de Terre, right, in Ditmas Park is among the Harding-Mamary restaurants in Brooklyn. Others, from bottom left: Pacifico in Boerum Hill, Black Mountain Wine House in Carroll Gardens, the Gowanus Yacht Club in Carroll Gardens, Sweetwater restaurant in Williamsburg, and Patois in Boerum Hill. (PHOTOGRAPHS BY JULIEN JOURDES FOR THE NEW YORK TIMES

ANDREW HENDERSON/THE NEW YORK TIMES

MELANIE FIDLER FOR THE NEW YORK TIMES

ANGELA JIMENEZ FOR THE NEW YORK TIMES) (pg.F8)

PUBLICATION-TYPE: Newspaper

Copyright 2008 The New York Times Company

605 of 1231 DOCUMENTS

The New York Times
July 8, 2008 Tuesday

Late Edition - Final

A Boss in the Private Jet Is Likely to Be a Woman
BYLINE: By JOE SHARKEY.

E-mail: [e-mail]

SECTION: Section C; Column 0; Business/Financial Desk; ON THE ROAD; Pg. 6
LENGTH: 680 words
The private jet industry has long struggled against the stereotype of the typical user as a well-off guy in a big corporate jet.

And you will see plenty evidence of the stereotype in New York next week, as squadrons of business jets arrive at regional airports delivering executives and clients for the All-Star game at Yankee Stadium. (Bringing along clients, of course, turns a day at the ballpark into a business trip.)

But as the National Business Aviation Association points out, about 75 percent of the 11,000 business jets in the United States are operated by small to midsize companies and entrepreneurs. And increasingly, especially within that niche, the boss in the company jet is likely to be a woman.

XOJet, the big private jet company, says that about 15 percent of its customers who contract for 100 hours or more a year in flight time are female. And while few keep precise statistics, all of the private jet companies I spoke with, including charter operators, said that women are a growing part of their market.

For women, ego and status seem to be less important as motivators than considerations like avoiding the problems and delays of commercial airports. Essentially, some say, you are buying time.

''I need to more carefully pick and choose how I spend my time, and the airplane to me is an enabler,'' said Mary K. Swanson, a businesswoman in the Phoenix area who founded a wellness company, HealthCare Dimensions, in 1992 and sold it in 2006. She then founded the Swanson Family Foundation, a philanthropy that works among the poor in the United States and abroad.

Her plane is a light-cabin seven-seat Hawker 400, whose 1,400-mile range makes it ideal for foundation business that has to be done in a day, when a trip by commercial air travel can take twice the time. ''It often makes me say yes when I would otherwise say no,'' she said.

Ms. Swanson's plane comes from Marquis Jet, a partner with NetJets. Marquis sells flying time in 25-hour increments, in various business jet models from the NetJets fleet of around 800 aircraft.

Ms. Swanson, who also flies on commercial airlines when it is feasible, said that when she was building her own company, private flying was financially impractical.

''I never spent money I didn't have,'' she said. She said when she sold her company, she decided to pour much of the profit into her foundation.

''If you asked me 10 years ago if I would be flying around on a private jet, I would have said absolutely not,'' she said.

In Los Angeles, Nancy Furlotti, a psychotherapist and real estate investor, said she uses her private jet, an eight-passenger Cessna Citation X, when flying commercially would waste time.

''I have a private practice, but I'm also currently president of the C. G. Jung Institute in Los Angeles, and I have to do a tremendous amount of traveling to various conferences and things like that,'' she said. ''Many times I would not be able to get to these meetings and get back in time for my practice here, and for family.''

Many businesswomen who are balancing work and family responsibilities say a business jet solves logistical problems.

Recently, she added, her son's wedding required getting her 87-year-old mother, 94-year-old mother-in-law and several other relatives to San Francisco. ''Managing that on a commercial flight? A potential disaster,'' she said.

None of this comes cheap. And the surge in private jet travel only underscores the growing disparity between the haves and have-nots in air transportation.

A 25-hour Marquis Jet card on the Hawker XP model that Ms. Swanson flies costs about $132,000 (plus trip taxes and government fees) as of Jan. 1. XOJet said that for a Citation X like the one Ms. Furlotti uses, a $375,000 upfront fee guarantees 100 hours of on-demand flying time over five years, with an additional hourly flying charge of $3,600 to $4,000.

But Ms. Furlotti says it is money well spent. ''I usually fly out of Van Nuys airport about 35 minutes from my home, show my driver's license, hop aboard and boom -- off we go.''

URL: http://www.nytimes.com
SUBJECT: PASSENGER & CARGO AIRCRAFT (90%); AIRPORTS (90%); ENTREPRENEURSHIP (89%); PRIVATELY HELD COMPANIES (89%); AIR CHARTER SERVICES (89%); AIRLINES (78%); SPORTS & RECREATION FACILITIES & VENUES (76%); STADIUMS & ARENAS (76%); WOMEN (75%); FOUNDATIONS (69%); CHARITIES (69%); PHILANTHROPY (64%); REAL ESTATE (50%); BASEBALL (76%)
COMPANY: NETJETS INC (57%)
GEOGRAPHIC: NEW YORK, USA (91%); CALIFORNIA, USA (79%) UNITED STATES (92%)
LOAD-DATE: July 8, 2008
LANGUAGE: ENGLISH
GRAPHIC: DRAWING (DRAWING BY CHRIS GASH)
PUBLICATION-TYPE: Newspaper

Copyright 2008 The New York Times Company

606 of 1231 DOCUMENTS

The New York Times
July 8, 2008 Tuesday

Late Edition - Final

Loan Pains Turned Site Into a Hit
BYLINE: By LOUISE STORY
SECTION: Section C; Column 0; Business/Financial Desk; Pg. 1
LENGTH: 1030 words
The misery in the housing market is registering on the Implode-O-Meter.

As millions of homeowners fall behind on their mortgages, a fledging Web site called the Mortgage Lender Implode-O-Meter is gleefully tallying the number of lenders that run into trouble too. On Monday, the count was 265 -- and rising.

With its tongue-in-cheek tone and running lists of the ''imploded'' and the merely ''ailing,'' the Implode-O-Meter has become a sort of Gawker of the subprime world. At a recent Mortgage Bankers Association conference, a speaker addressed what has become a hot topic among lenders: how to keep your company's name off the site.

''No one wants to be number 266,'' said Jim Reichbach, a vice chairman and leader of Deloitte's banking and securities team. ''This is a death toll that is equivalent to the casualty ticker of the Vietnam War.''

The Implode-O-Meter is the brainchild of Aaron Krowne, a former researcher at Emory University in Atlanta. A computer scientist and mathematician, Mr. Krowne, 28, started the site in 2007, believing that the troubles in the housing market, and by extension the mortgage industry, would worsen.

He was right -- and the Implode-O-Meter took off. Traffic on the site soared, reaching as many as 100,000 regular visitors, and advertising dollars rolled in. Mr. Krowne quit his day job and hired 10 people for his company, Implode-Explode Heavy Industries.

''The crisis has come in waves,'' Mr. Krowne said. ''It just keeps coming.''

With the economy struggling, more financial companies, even well-known ones, are finding themselves on the fated list. When parts of Bear Stearns's residential mortgage unit were sold to private equity investors, for instance, the Implode-O-Meter recorded the sale. And E*Trade Financial could not remove the link on its site to its mortgage division or change the recording on its mortgage division's 1-800 number without the site chiming in.

The tips usually come anonymously from employees at the troubled mortgage companies. Critics of the site say some of the tips have been more gossip than reality. But the Implode-O-Meter often posts the phone recordings and company e-mail to back up the bad news coming out of places like Merrill Lynch, which in March fired nearly everyone at First Franklin Financial, a business it purchased in 2006.

The Implode-O-Meter is just the latest iteration of online death-watch lists. When the dot-com bubble burst, a slew of similar sites popped up, most notably one with an obscene name playing off the title of Fast Company, the magazine. That site and others like it faded when the technology company blowups were no longer front-page news.

Mr. Krowne is hoping to keep his franchise around longer by looking for trouble in areas like hedge funds, banks, home builders -- the list goes on. It has been an adventurous 18 months for the site, including a nasty lawsuit, a run-in with a celebrity and attention from financial commentators like CNBC's Jim Cramer.

As more mortgage companies go broke, Mr. Krowne hopes to turn a tidy profit by selling his site, possibly to a media company. He takes advertising from ''nonimploded lenders,'' which, he says, his company has scrutinized. On occasion, he says, he has had to remove a lender's name from the safe list as their fortunes turn, though he declined to name which ones.

The Implode-O-Meter, Mr. Krowne likes to say, has beat out the mainstream media time and again. Case in point, he says, was last October when it broke the news that Michael Jackson faced foreclosure on his Neverland property. Mr. Jackson's representatives quickly denied the Implode-O-Meter's story, which Mr. Krowne chalks up to his start-up status. His response? He posted the notice of Mr. Jackson's defaults.

In December, proof of trouble at one mortgage company came in the form of a 42-second audio track. Family First Mortgage, a lender in Palm Coast, Fla., now out of business, laid people off by phone recording. The call began, ''Thank you for calling Family First Mortgage Corp. If you have been directed to this voicemail box, your employment with Family First Mortgage Corp. has been officially terminated, effective immediately.''

Glenn Hill, the vice president of the company, wrote by e-mail in late June that the recording as played on the Implode site had been altered, but he did not provide evidence backing up the claim. Implode-O-Meter denies it altered the recording. The Family First call, which is still available on the Implode-O-Meter site, explains that the company was trying to focus attention on brokers who were still generating profits. It ends with: ''Thank you to everyone, and have a great day.''

Mr. Krowne can hardly suppress a laugh when describing the recording. What surprises him is that failing companies seem to put on ''Herculean efforts'' to convince the rest of the world, and their own employees, that they are sound.

''Every company thinks it is different,'' Mr. Krowne says. He points to April last year as an example. Employees of SouthStar Funding, a mortgage company in Atlanta, bombarded him with phone calls at his day job, trying to persuade him that the company was fine after he placed it on his Ailing Lender list, he said. After all, the employees told him, they were being sent on a team-building trip to the Bahamas. Soon, Mr. Krowne said, he started getting threats from the company.

When SouthStar folded, Mr. Krowne wrote: ''I have to say that it is with genuine satisfaction that I post this report of SouthStar's closure.''

Not every company goes down without a fight, though. Loan Center of California, of Suisun City, Calif., sued Mr. Krowne's company over a posting, saying it published false information, including that the company was out of business when it says it was still making loans. The parties settled in December, and Mr. Krowne insists he was unfairly pursued as a small Web entrepreneur.

But while Mr. Krowne records the pain of the mortgage industry, he said he does not relish it. ''I really wish that our esteemed policy makers would pay attention and not repeat the same mistake,'' Mr. Krowne said. ''It's so depressing.''

URL: http://www.nytimes.com
SUBJECT: MORTGAGE BANKING & FINANCE (91%); HOUSING MARKET (90%); MORTGAGE BANKING (90%); HOMEOWNERS (90%); BANKING & FINANCE (89%); BANKING & FINANCE ASSOCIATIONS (78%); INTERNET & WWW (78%); WEB SITES (78%); SUBPRIME LENDING (73%); MORTGAGE LOANS (73%); CONFERENCES & CONVENTIONS (73%); MARKETING & ADVERTISING EXPENDITURE (73%); PRIVATE EQUITY (62%); VIETNAM WAR (52%); MARKETING & ADVERTISING (51%)
COMPANY: DELOITTE & TOUCHE USA LLP (56%); BEAR STEARNS COS INC (53%); MERRILL LYNCH & CO INC (58%); E TRADE FINANCIAL CORP (52%); FIRST FRANKLIN FINANCIAL CORP (51%); FAST CO MAGAZINE (50%)
TICKER: MLY (LSE) (58%); MER (NYSE) (58%); 8675 (TSE) (58%); ETFC (NASDAQ) (52%)
INDUSTRY: NAICS541211 OFFICES OF CERTIFIED PUBLIC ACCOUNTANTS (56%); SIC8721 ACCOUNTING, AUDITING, & BOOKKEEPING SERVICES (56%); SIC6211 SECURITY BROKERS, DEALERS, & FLOTATION COMPANIES (53%); NAICS523110 INVESTMENT BANKING & SECURITIES DEALING (53%); NAICS523120 SECURITIES BROKERAGE (52%)
GEOGRAPHIC: ATLANTA, GA, USA (75%) GEORGIA, USA (75%) UNITED STATES (75%)
LOAD-DATE: July 8, 2008
LANGUAGE: ENGLISH
GRAPHIC: PHOTOS: Aaron Krowne started the Implode-O-Meter Web site in 2007, believing that the troubles in housing would worsen.

Implode-O-Meter's page experienced a surge in traffic as mortgage problems deepened. (PHOTOGRAPHS BY BAYNE STANLEY FOR THE NEW YORK TIMES)(C7)

PUBLICATION-TYPE: Newspaper

Copyright 2008 The New York Times Company

607 of 1231 DOCUMENTS

The New York Times
July 8, 2008 Tuesday

Late Edition - Final

SECTION: Section C; Column 0; Business/Financial Desk; TODAY IN BUSINESS; Pg. 2
LENGTH: 653 words
TAKING THE HELMMarcus W. Brauchli, below, a former top editor of The Wall Street Journal, will be the next executive editor of The Washington Post, a paper with declining ad revenue that is working to merge its print and online news operations.

SHARES TUMBLE Shares of Fannie Mae and Freddie Mac, the largest providers of financing for United States home mortgages, plunged as investors worried that the companies needed to raise capital to offset larger-than-expected losses. [A1.]

BALL'S IN YAHOO'S COURTMicrosoft has said it could be interested in negotiating a deal with Yahoo if the company replaced its board of directors, which bolsters the financier Carl Icahn's bid to oust the group. [C1.]

MUCH TO DO AT SPRINTSprint Nextel was in a crisis as Daniel R. Hesse took over the chief executive's job last December, and he is still working at the daunting task of repairing the company's corporate culture. [C1.]

SECOND THOUGHTS ON BIOFUELSEuropean officials have proposed reducing their efforts to increase Europe's use of biofuels, a major shift on an important environmental and energy issue. [C1.]

THE RUMOR MILL Rumors can sure hurt a share price, like the one that helped cause Lehman Brothers' stock to fall in April. DealBook: Andrew Ross Sorkin [C1.]

TRACKING SHAKY LENDERS With its tongue-in-cheek tone and running lists of the ''imploded'' and the ''ailing,'' the Implode-O-Meter has become a watchdog of sorts of the subprime lending world. [C1.]

PUNCH IN THE NOSE CONE Northwest Airlines officials have started to examine the dented nose cone of a Boeing 737 jet that was damaged on Sunday during a flight from Detroit to Tampa. [C3.]

AirTran Airways, the low cost airline, will cut 480 pilot and flight attendant jobs as it tries to continue while coping with record high fuel prices. [C3.]

BETTER OVERSIGHT Financial regulators have reached an agreement aimed at better detection of risk to the United States financial system. [C4.]

GIANT SOLAR ARRAY IS PLANNED A Michigan company, Energy Conversion Devices, is expected to announce that it is providing the solar electric system for what it says will be the world's largest rooftop array on a General Motors auto plant in Spain. [C7.]

A NATION OF VIDEO WATCHERS A new report from Nielsen, the audience measurement company, finds that Americans are hardly cutting back on time spent in front of a video screen. Advertising. [C5.]

SOCIAL NETWORKING FOR TRAVEL If corporate travel companies have their way, executives will soon be consulting new social networking sites for the secrets of the road. [C6.]

INBEV'S NEW TACK InBev, the Belgian brewer, plans to seek the removal of the board of Anheuser-Busch as part of its effort to acquire the company for $46 billion, according to a filing with the Securities and Exchange Commission. [C3.]

FEMALE BOSSES IN THE JET With 75 percent of the 11,000 business jets in the United States operated by small to midsize companies and entrepreneurs, the boss in the company jet is increasingly likely to be a woman. On the Road: Joe Sharkey. [C6.]

OUSTER EFFORT FAILS The Russian partners in BP's joint oil venture -- TNK-BP -- tried unsuccessfully to fire the chief executive and gain control of the company at a board meeting. [C7.]

GENERIC DRUG MAKER IS SOLD Fresenius, a German health care company, has agreed to buy a generic drug maker, APP Pharmaceuticals of the United States, for $3.7 billion to expand in the North American market. [C4.]

OIL SERVICES GROUP BUYS RIVAL China's largest offshore oil services group bought a Norwegian rival, Awilco Offshore, for about $2.5 billion to increase its drilling capacity and expand its overseas markets. [C4.]

A DOWN DAY Wall Street lost more ground in volatile trading as investors recoiled at a wary economic outlook from a Federal Reserve official and the possibility of more financial troubles at Fannie Mae and Freddie Mac. [C8.]
URL: http://www.nytimes.com
SUBJECT: MORTGAGE BANKING & FINANCE (90%); MARKETING & ADVERTISING REVENUE (89%); AIRLINES (89%); INTERNET SOCIAL NETWORKING (77%); MERGERS & ACQUISITIONS (77%); BOARDS OF DIRECTORS (77%); BANKING & FINANCE REGULATION (76%); SUBPRIME LENDING (76%); BANKING & FINANCE AGENCIES (76%); CORPORATE CULTURE (72%); ENERGY & UTILITY POLICY (71%); OIL & GAS PRICES (71%); SOLAR ENERGY (71%); BIOMASS (71%); NATURAL GAS & ELECTRIC UTILITIES (71%); ENERGY & ENVIRONMENT (66%); BIOFUELS (66%); AUTOMOTIVE MFG (60%); SOLAR POWER PLANTS (60%); ACQUISITIONS (72%)
COMPANY: FEDERAL HOME LOAN MORTGAGE CORP (FREDDIE MAC) (84%); FEDERAL NATIONAL MORTGAGE ASSOCIATION (FANNIE MAE) (72%); WASHINGTON POST CO (58%); WALL STREET JOURNAL (58%); NORTHWEST AIRLINES CORP (57%); LEHMAN BROTHERS HOLDINGS INC (55%); BOEING CO (53%); AIRTRAN AIRWAYS CORP (53%); GENERAL MOTORS CORP (51%); ANHEUSER-BUSCH COS INC (50%); INBEV SA/NV (50%); NORTHWEST AIRLINES INC (57%); ANHEUSER-BUSCH INBEV NV (50%)
TICKER: FRE (NYSE) (84%); FNM (NYSE) (72%); WPO (NYSE) (58%); NWA (NYSE) (57%); LEH (NYSE) (55%); BOE (LSE) (53%); BAB (BRU) (53%); BA (NYSE) (53%); 7661 (TSE) (53%); GMP (PAR) (51%); GMB (BRU) (51%); GM (NYSE) (51%); BUD (PAR) (50%); BUD (NYSE) (50%); INB (BRU) (50%); ABI (BRU) (50%)
INDUSTRY: NAICS522292 REAL ESTATE CREDIT (84%); SIC6162 MORTGAGE BANKERS & LOAN CORRESPONDENTS (84%); SIC6111 FEDERAL & FEDERALLY-SPONSORED CREDIT AGENCIES (84%); NAICS517110 WIRED TELECOMMUNICATIONS CARRIERS (58%); NAICS515120 TELEVISION BROADCASTING (58%); NAICS511120 PERIODICAL PUBLISHERS (58%); NAICS511110 NEWSPAPER PUBLISHERS (58%); NAICS492110 COURIERS & EXPRESS DELIVERY SERVICES (57%); NAICS481112 SCHEDULED FREIGHT AIR TRANSPORTATION (57%); NAICS481111 SCHEDULED PASSENGER AIR TRANSPORTATION (57%); SIC4513 AIR COURIER SERVICES (57%); SIC4512 AIR TRANSPORTATION, SCHEDULED (57%); NAICS523110 INVESTMENT BANKING & SECURITIES DEALING (55%); SIC6211 SECURITY BROKERS, DEALERS, & FLOTATION COMPANIES (55%); NAICS336414 GUIDED MISSILE & SPACE VEHICLE MANUFACTURING (53%); NAICS336412 AIRCRAFT ENGINE & ENGINE PARTS MANUFACTURING (53%); NAICS336411 AIRCRAFT MANUFACTURING (53%); SIC3761 GUIDED MISSILES & SPACE VEHICLES (53%); NAICS336112 LIGHT TRUCK & UTILITY VEHICLE MANUFACTURING (51%); NAICS336111 AUTOMOBILE MANUFACTURING (51%); NAICS332431 METAL CAN MANUFACTURING (50%); NAICS327213 GLASS CONTAINER MANUFACTURING (50%); NAICS312120 BREWERIES (50%); NAICS111199 ALL OTHER GRAIN FARMING (50%); SIC2082 MALT BEVERAGES (50%)
PERSON: DANIEL R HESSE (56%)
GEOGRAPHIC: TAMPA, FL, USA (79%); DETROIT, MI, USA (79%) MICHIGAN, USA (79%); FLORIDA, USA (79%) UNITED STATES (94%); EUROPE (79%); SPAIN (70%); BELGIUM (55%)
LOAD-DATE: July 8, 2008
LANGUAGE: ENGLISH
GRAPHIC: PHOTO CHART: Anheuser-Busch Per share $62.26
DOCUMENT-TYPE: Summary
PUBLICATION-TYPE: Newspaper

Copyright 2008 The New York Times Company

608 of 1231 DOCUMENTS

The New York Times
July 8, 2008 Tuesday

The New York Times on the Web

Being Serious About Your Own Money
BYLINE: By PAUL B. BROWN
SECTION: Section ; Column 0; Business/Financial Desk; TOOL KIT; Pg.
LENGTH: 670 words
While entrepreneurs may study every dollar that comes into, and out of, their businesses, most small business people give their personal finances short shrift.

Here are some thoughts about how to change that.

Begin by pledging you are going to take your own finances seriously, Ben Yoskovitz, an entrepreneur, writes on his blog.

''Many entrepreneurs start businesses with the goal of making lots of money,'' he writes. ''It's not the only reason to start a business, nor should it be the first, but it ain't bad if you can get it. And there's no shame in gunning for it either. The problem with entrepreneurs is that they live that goal so absolutely they forget to plan everything else around them.''

He says he serves as a good example.

''For years, my financial strategy was to hit it big with my entrepreneurial endeavors and not worry about anything else,'' he writes. ''My start-ups didn't have pension plans, and I wasn't putting a lot of money away. Part of that was my own sacrifice to keep my company afloat -- for the first few years I barely paid myself and when times were tough I was down to half salary. So there wasn't a lot to put away. But when there was, financial planning for retirement wasn't a high priority.''

With his new firm, Standout Jobs, which helps companies with their online recruiting efforts, he says his personal financial plan has become more detailed than ''selling to Google for billions.''

BEWARE OF YOU Those who do start to take their finances more seriously need to guard against the very things that have made them successful in business, argues David Ning on his personal finance blog.

Every entrepreneur, for example, is optimistic about the future, he writes. ''In a business environment, it is so important to think about the potential rewards because optimism is the only motivation tool at his/her disposal to weather the tough times. An investor, though, should not be optimistic. The best investors are the ones that worry about the potential downside all the time. The number one objective of an investor should be to not lose money and the only way to do so is to assess the risk of the portfolio constantly.''

Similarly, successful entrepreneurs have a never give up attitude which can help them through the tough times their business is likely to encounter. But, Mr. Ning writes, ''If an investment turns south, admit defeat and get out of it immediately.''

HEDGING Jonathan Pond, a financial planner, provides one more thing to guard against: a natural tendency to be aggressive.

''The risk an owner embraces in his business should not cloud his financial judgment, he says in an interview with Lori Ioannou in Fortune Small Business.

''Many entrepreneurs tend to invest in their own industry and go overboard on stocks in their niche, and that's risky. If the industry falls on hard times, you've really got a problem. While the average working person might have 60 percent in stocks and the rest in bonds, I advocate that the entrepreneur have 50 percent in stocks and the rest in bonds to reduce portfolio risk as much as possible.''

KEEP IT SIMPLE Lewis Schiff, an investment adviser with the Advanced Planning Group, agrees that entrepreneurs who have risky businesses -- which, we will point out, are just about all of them -- should be conservative with their money.

And he goes on to suggest, in an interview with Loren Feldman in Inc., that because business owners do not have a great deal of time, they should keep their investment strategies simple. One way to do that is to invest exclusively through index funds.

LAST CALL We would love to hear from you. But in the meantime, Jeffrey Strain writing on SavingAdvice.com has come up with a pretty good starting point in compiling a list of the worst investments you can make.

On that list are time shares, jewelry and new automobiles.

By all means, spend money on these things if they make you happy. But the odds are they are not going to appreciate greatly, if at all.