Black Belt Shopper
(featured column)
A
Review of Consumer Reports' ShopSmart
by
Larry Wiener
Information is
one of the hallmarks of black belt shopping and Consumer Reports has been one of
the best sources of information for unbiased ratings on everything from cars to
hotels.
The publishers
of that venerable publication now have another resource called ShopSmart that
promises yet more information for the savvy shopper. In its mission
statement, ShopSmart says it is not your typical magazine. It says,
"we cut through the hype on all kinds of products-everything from vacuum
cleaners and cars to clothes and cosmetics so that you can buy the best and
avoid the rest." Like Consumer Reports, ShopSmart actually buys the
merchandise it tests so that it is not beholden to manufacturers to supply it
with samples.
ShopSmart has a lighter and more colorful touch than Consumer Reports.
Like its parent publication, it carries no ads to influence its ratings.
Many of its articles look to be more global than those in Consumer Reports,
covering more of the buying process and not being quite as much into evaluating
specific products. It calls itself the quick and easy guide from Consumer
Reports and says on the cover "No hype + no ads + just great buys."
Like its parent publication, ShopSmart exudes a feeling of legitimacy. The
Spring, 2007 issue, for example, is divided into eight major divisions:
kitchen, home and yard, health and fitness, food, electronics, family and autos.
Its feature sections include This Summer's Best Buys, Before You Click
"Buy" Again, Read This, and Feel Good Shopping.
The article on reading before you click Buy, for example, gives tips on getting
the best prices, ways to pick, the best and worst price comparison sites and the
best overall shopping sites. The article also includes a visual on safer
ways to pay. The statistics in banners above the article cite some of the
trends of women who buy online. This and other features of the magazine
suggest that the editors are endeavoring to appeal to women who they probably
find may feel intimidated by the analytical feel of Consumer Reports.
I would say to analytical types, however, not to dismiss ShopSmart just because
it has those humanizing touches. It is full of useful information.
Much of the information in ShopSmart is seasonal. Interspersed with the
articles on shopping are "how to" articles, such as "How To Paint
Like a Pro." Some articles do rate specific products, but their
listings are not as exhaustive as those in Consumer Reports.
ShopSmart also integrates shopping into other areas of a person's life and is a
good general reference to keep around. The winter magazine, for example,
has an article on care of clothing.
So who will like this magazine? I think especially that women and men
wanting to get the most for their money and run their homes efficiently will
find lots of resources here. Many readers who are intimidated by the more
analytical consumer magazines will find this magazine useful. I also think
that it is a really good place to start for recovering impulse buyers who are
trying to get control of their finances after years of a more casual attitude
toward finances and shopping.
I would hope
that many beginners to the budgeting and rational buying processes would get
their feet wet with ShopSmart and then supplement it with more detailed
materials such as Consumer Reports. More exhaustive than a shopping for
dummies type of publication, it is good for both novice and black belt shoppers.
ShopSmart is yet one of the many resources consumers can use to improve
their shopping and financial lives. You can find many more resources in my
e-book, The Black
Belt Shopper's Guide available on this website.
* * *
Copyright
© 2007 by Larry Wiener. All rights reserved.
Want more
money-saving tips? Get a FREE Subscription to our monthly
newsletter!
