The trade-off between "richness or reach" involves conceiving of services in terms of providing "rich" information (customized products and services for a niche consumerate) or "reach" (watered-down information sacrificing richness for appeal to a mass consumerate). But now, say Evans and Wurster, no longer is there a need to choose between richness and reach because of the new economics of information that redefine the channels linking business to consumer. The authors draw upon concepts explored in the Harvard Business Review article, "Strategy and the New Economics of Information," and include discussion of financial services, health care, consumer and industrial goods, media, and retailing. Both authors are consultants. Annotation c. Book News, Inc., Portland, OR (booknews.com)