BUSINESSWEEK ONLINE : MAY 22, 2000 ISSUE
COVER STORY Choosing a Broker -- To find a broker, get recommendations from friends. And ask brokers for references. You'll be hooked up to favored clients, but listen to what they have to say. -- Interview multiple brokers at different firms to assess whether they can actually come up with creative investment strategies. If you have a small account, some brokers may steer you toward mutual funds when you'd rather focus on stocks. -- Try to get a feel for how Net-savvy they are, how accessible they will be, and how actively they will help you with your investments. Just because Web investing has arrived on Wall Street doesn't mean that brokers have suddenly become better advisers. -- Be wary of brokers who are slow to build their own Web sites or communicate with you via e-mail. They may struggle with technical help when you have troubles accessing information online. -- Don't be cowed by an aggressive sales pitch. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _					RELATED ITEMS On the Web--But with a Broker on Standby TABLE: Choosing a Broker TABLE: Full Serve on the Net INTERACT E-Mail to Business Week Online

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