We're hearing about Amazon (AMZN) - Get Report on a continual loop today. This morning, it introduced the latest version of the Kindle, and if you believe the hype, it's like the Apple (AAPL) - Get Report iPod for bookworms.

When there's this much hype involved, whether it's about an electronic gadget or how

Bank of America

(BAC) - Get Report


Merrill Lynch

are going to live happily ever after, I tend to shy away. Following the hype can be a bit like staring into the sun.

Instead, let's look at a counterintuitive way to play the eventual acceptance of e-readers, which appears possible. Watch my video to hear my trades:

var config = new Array(); config<BRACKET>"videoId"</BRACKET> = 10509539001; config<BRACKET>"playerTag"</BRACKET> = "TSCM Embedded Video Player"; config<BRACKET>"autoStart"</BRACKET> = false; config<BRACKET>"preloadBackColor"</BRACKET> = "#FFFFFF"; config<BRACKET>"useOverlayMenu"</BRACKET> = "false"; config<BRACKET>"width"</BRACKET> = 265; config<BRACKET>"height"</BRACKET> = 255; config<BRACKET>"playerId"</BRACKET> = 1243645856; createExperience(config, 8);

If these e-readers keep improving, then the inventory challenge is put to bed. Publishers from



on down can fulfill orders as they come in. And who can argue with a business model like that?

Don't miss my "Against the Grain" trades and my Press Maven videos every day on

TheStreet.com TV


At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page. For his "Business Press Maven� column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers. Fuchs appreciates your feedback;

click here

to send him an email.