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A fully updated guide to making your landing pages profitable

Effective Internet marketing requires that you test and optimize your landing pages to maximize exposure and conversion rate. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords.

• Features fully updated information and case studies on landing page optimization
• Shows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakes
• Provides a step-by-step implementation plan and advice on getting support and resources

Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

• Sales Rank: #135853 in Books
• Published on: 2012-04-24
• Original language: English
• Number of items: 1
• Dimensions: 9.30" h x .92" w x 7.40" l, 1.54 pounds
• Binding: Paperback
• 496 pages

From the Back Cover

Optimize Your Landing Pages and Send Profits Soaring

How much more money could you be making with better website and landing page design? The latest edition of this bestselling guide shows you step by step how to test and tune landing pages and dramatically improve your bottom line.

With more than 150 pages of new material, this ultimate marketer's resource is packed with practical strategies and tips, as well as eye-opening case studies. Transform your site as you learn how to:

• Identify mission-critical parts of your website and their true economic value

• Define important visitor classes and key conversion tasks

• Avoid the seven deadly sins of landing page design

• Deploy powerful neuromarketing techniques to persuade people and move them to act

• Make use of best practices for e-commerce and lead generation

• Uncover problems with your page and decide which elements to test

• Understand the power and limitations of common optimization testing approaches

• Develop an optimization action plan and get buy-in from all key players

"I love it when someone who's obviously a true expert shares almost everything he knows. I can't believe the amount of useful information and actionable insights Tim has crammed in here."
—Steve Krug, Author of Don't Make Me Think

"Tim has figured out what so many people don't understand: your website can (and should) get better. Every single day."
—Seth Godin, Author of Meatball Sundae

"Tim's Landing Page Optimization is a must-have for your bookshelf."
—Bryan Eisenberg, New York Times and Wall Street Journal bestselling author

"Buy this book. Go rock it!"
—Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0

"This is the best business-focused, measurement-based guide to website design I have seen."
—Don Norman, Cofounder of Nielsen Norman Group and author of Living with Complexity

About the Author
Tim Ash is the CEO of SiteTuners, a firm that improves website conversion rates through landing page diagnosis and redesign, conversion consulting, A/B split and multivariate test plan creation, and client training/mentoring. Tim has worked with hundreds of clients including Canon, Google, Expedia, CBS, Sony Music, Facebook, Cisco, and Coach. He is a highly regarded keynote and conference presenter, and the chairperson of Conversion Conference.

Rich Page is an Optimization Consultant for Adobe, working with Fortune 500 companies to improve their website optimization strategies and results. He is also the author of 'Website Optimization: An Hour a Day', due out in May 2012, and also runs a popular website optimization blog at rich-page.com.

Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. All three authors are frequent speakers at online marketing conferences.

Most helpful customer reviews

132 of 140 people found the following review helpful.
A great source yet very uneven book
By Smiling Zee
This book may be the best thing since sliced bread for you, or can be practically useless. It has an extensive focus on Joe web surfer's persona, on why and how he behaves on the web. It also explains basic concepts such as A-B split testing, ROI, and gives a few examples from author's consulting background. There's a few mathematical formulas, which I am sure are excellent for marketing folks.

But what completely lacks from this book is THE WHAT and THE HOW. The "Uncovering Problems" section is surprisingly small and has no real value. It is explainable - the later part of the book is nothing but a marketing promo of author's consulting business. This costs author 1 star in my review.

The second star I remove because this book is completely useless for small to medium business. If you are a company with under $20 million in revenue - which is where 99% of websites belong - this book is not going to help you much.

45 of 52 people found the following review helpful.
One of the most important web marketing and sales books you'll own
By Tom Carpenter
This is a very important book. It helps you understand why the landing page is so impacting on the final actions of your visitors and what a landing page is for that matter. The book provides you with excellent guidance for analyzing your current website and determining how to make it easier for the visitor to use and, more importantly, easier for the user to do what you need them to do.

I loved the section titled, "Why your site is not perfect". It provides excellent information on how to uncover hidden problems in your site that your users are experiencing even though you may not have noticed them. Let's just say that it goes way beyond dead links.

Finally, "the math of tuning" shows you how to make logical decisions for next steps and make sure you're not wasting time fixing things that aren't broken or don't matter. Overall... a great book.

40 of 46 people found the following review helpful.
Broad but extremely thin -- beginners only
By Lowell Prescott
If you know absolutely nothing about marketing or web commerce, this may be the book for you. It touches on a great many important subjects, and provides a useful -- if brief -- introduction to each.

If, on the other hand, you have ANY experience at all with basic marketing principles and the concepts and techniques behind optimizing your web site to maximize customer response, you will find this book quite tedious.

Simply put, nothing in this book gets more than surface treatment. Hundreds of very valuable concepts are introduced but none is ever fleshed out in a useful fashion. Practical examples are almost non-existent. Case studies are not used. Techniques are described in the broadest terms so that they may apply to any of a million different contexts or scenarios. This approach renders the book nearly useless to anyone who has even a little bit of knowledge in this area.

After reading a few chapters, I was simply bored out of my mind. I switched to scanning sections and dropping in periodically to see if the level of detail increased, but it did not. I do not consider myself an expert by any means, but there was nothing here that I found enlightening or even useful. It's all too bland and general.

I started the web site for my small business about five years ago, and constantly seek out new sources of insight into how I can improve it. The information in this book was just too generalized to be of any use.

If you are new to web marketing, use this as a primer, but you will soon be itching for a more practical resource. A shorter but infinitely more helpful (and entertaining) primer might be something like Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition. From there, you will need individual books on things like analytics, keywords, SEO, pricing, copywriting, etc.

In that vein, I thought I was buying a book about optimizing my landing pages (a very big and complex subject all its own). This book touches on that, but not in a way that I found particularly detailed or useful. A better title for this book might be, "Introduction to Marketing (Web Edition)".

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[S595.Ebook] Free Ebook Intermediate Hindi: Madhyamik Hindi, by Yamuna Kachru, Rajeshwari Pandharipande

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Intermediate Hindi is a selection of teaching materials for teaching Hindi as a second or foreign language. It consists of a number of passages mostly published materials for general reading designed to teach the grammatical points assigned for the intermediate level. The texts provide a wide range of vocabulary (including Indo-Aryan and Perso-Arabic near synonyms), a variety of topics suited for conversations among students, and typically South Asian Social and Cultural contexts. Each text is followed by a detailed glossary, grammatical explanations for selected constructions, notes on vocabulary and fixed expressions, and exercises and home work assignments. There are also sections on word study and pronunciation. Each volume represents one semester (approximately 48 hours) of classroom instruction.

• Sales Rank: #4959822 in Books
• Brand: Brand: Motilal Banarsidass
• Published on: 2010-12-01
• Original language: English
• Dimensions: 9.84" h x 7.32" w x .75" l, 1.10 pounds
• Binding: Hardcover
• 83 pages

Features

• Used Book in Good Condition

Language Notes
Text: English, Hindi

Most helpful customer reviews

0 of 0 people found the following review helpful.
Nice Hindi Supplement
By Meera
This is a nice course for Intermediate Hindi learners. I like the readings and the grammar points are great. It does start out quite easy though although it does get progressively harder. There is a lot of good cultural insight too. The book is dense and has a ton of great information. I have worked through many other Hindi books and this one is a good supplement. I really recommend it for intermediate students of Hindi. The biggest downside though is that there is no audio, I really wish there was it would make the book a whole lot better! Otherwise it is a great book!

0 of 0 people found the following review helpful.
good book for hindi structures
By Shawn A. Henk
This is a good book with many stories to help introduce new grammatical points and vocabulary. The way she set the book up is very user friendly. Again you would have to know script for this book (but everyone studying Hindi should.) She has a reference grammar too that she highly recommends to use in conjunction with this book.

0 of 0 people found the following review helpful.
good for reading text on an intermediate level.
By Marie aalen
Easy vocabulary, good vocabulary an grammar explantions makes it good for reading text on an intermediate level. What I miss is answer key to some excercices.

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[S743.Ebook] Free Ebook Dancing Naked in the Mind Field, by KARY B. MULLIS

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• Sales Rank: #13052561 in Books
• Published on: 1998
• Format: Import
• Original language: English
• Number of items: 3
• Binding: Paperback
• 222 pages

Most helpful customer reviews

0 of 0 people found the following review helpful.
this book is a great one stop shop
By Murray Eiland
Nothing stuffy about this Nobel winner! If you ever wanted to know about how science can be creative, this book is a great one stop shop. The story is easy to follow because it is real, clearly not embellished. I finished it in a day of pleasure.

1 of 2 people found the following review helpful.
"long pretelevision days of evolution"
By cxlxmx
This book, Dancing Naked in the Mind Field, was so enthralling that I almost read it through literally in one sitting after randomly flipping it open and sitting down to finish the paragraph I first set my eyes on. I came to Amazon excited to give it a positive review and was surprised to find the high number of negative reviews. As far as I can tell, many of the negative reviewers don't understand the author or the point of this book.

Reviewers who describe Mullis as a sloppy, irresponsible scientist who just got lucky need to reflect on the fact that he was recruited by Cetus (the company he was working at when he developed PCR), which also saw fit to put him in charge of a research team. This was all before the Nobel prize; he was making traditional professional progress without celebrity.

One of the things that's clear from the book is that Mullis has a deep life-long concern with systemic power structures and the way they warp both our lives and scientific research. So, for example, critics of his views on HIV/AIDS fail to see that he took a position on the topic after one of his friends was ostracized from the professional community for having the "wrong" views in the early days when AIDS research was new and less settled. The same is true of the OJ Simpson trial, which excited Mullis less because he thought so highly of OJ than because he wanted a chance to take down the enormous and overwhelmingly powerful bureaucracy of the LA prosecutor's office. Likewise, astrology is less about whether the stars affect our personality than about the largely unscientific and ineffective field of mental health.

The other face of Mullis' anti-institutional views is a type of humanism, which leads him to say things that, frankly, make perfect sense to me. NASA spends huge amounts of money on the shuttle program and international space station. What the heck are we getting out of it? Why don't we focus first on figuring out how to protect ourselves from natural threats (like the decimation of life from an asteroid impact) before figuring out how to set up a Mars colony. A Mars colony might be exciting, but it's not very practical and isn't doing anything for the man on the street. At one point, he suggests we might just be better off with priests of medieval religion than with priests of modern science. This is similar to the criticisms Nassim Taleb has been making of our priests of Wall Street, and I think it makes sense.

The writing is fast-moving and humor-filled, although inconsistent. I don't know who came up with the clunky title, but most of the book is wittier. He discusses the fact that his wife Nancy encouraged him in writing this book and then edited it. Some parts about PCR are dumbed down versions of his Nobel Prize lecture, so I suspect his wife encouraged him to write something that would be accessible to the general public but still get across his message that we should turn off the TV, do good science, and enjoy the ride.

0 of 1 people found the following review helpful.
A Fleeting Glimpse of a True Scientist, American and Thinker
By D. Donohue
I love and hate this book at the same time. Kary Mullis is absolutely brilliant. His pragmatic thinking, scientific integrity, and bruising rationality are a rarity in a dumbed down world where pop science has replaced anything resembling the pure pursuit of scientific truth. And it is this fact that makes the book so good and yet so agonizing. Dr Mullis presents clear lines of logic on a number of common topics, that challenge everything you thought you knew, yet seem so undeniably right and logical. His ability to simply convey scientific concepts is rivaled only by his no holds barred descriptions of a life thoroughly lived and far from the conventional. To the extent that it excites, entertains, and teaches you, it will simultaneously disappoint you with truths and honest assessments of the world that Mullis makes no attempt to sugar coat. While you, like me, may love this book, at some point you will hate Mullis for being both so honest and so right. Nonetheless, such a fresh perspective in an otherwise pulp, pop and carbon copy world, provides an entertainment experience that would make even the best novelist envious. Mullis gives us a peek into the Taboo, reflections on topics, you've probably never thought much about, and compelling arguments against things you swore were fact. The fact that so much of it is true only adds to the intrigue. Whether you are a scientist, or everyman, thinker or casual observer, this book has something to entertain, enlighten and challenge you. A must read. This book is just fantastic.

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[U712.Ebook] Ebook Clinician's Quick Guide to Interpersonal Psychotherapy

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• Binding: Paperback

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[A913.Ebook] Free PDF QI: The Book of General Ignorance: The Noticeably Stouter Edition, by John Lloyd

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QI: The Book of General Ignorance - The Noticeably Stouter Edition (Q1)

• Sales Rank: #1700577 in Books
• Published on: 2010
• Original language: English
• Number of items: 1
• Dimensions: 8.03" h x 1.38" w x 5.28" l, 1.07 pounds
• Binding: Hardcover
• 416 pages

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1 of 1 people found the following review helpful.
Good fun, in a "What the...?" kind of way.
By Amazon Customer
I love the TV series, and I love the book. For fans of the series, many of the examples in the book will be familiar to you, but it's effectively a collection of facts written in an amusing and illuminating way. It manages to be a fun read, rather than a list of 'things', however - something which several similar publications could learn by.

You're not going to win any general knowledge awards by memorising this book - but the occasional gem might stick - and being able to trot it out in a social setting will make people wonder just what the heck you've been doing with your time.

If you like the series, you'll like the book. Probably enough said.

1 of 1 people found the following review helpful.
A lot of fun
By David Brown
I am a big fan of the TV show QI so when I saw this book I had to have it. I was not disappointed. The book is a series of little stories based on interresting questions. I think they have all been on TV and I recongnised many of them. Nonetheless I found the book compelling and overall my level of general ignorance has reduced. Many of the facts were quirky but believeable. I found the book a very handy second read. As the chapters are short it is ideal for those times when you only need to fill a minute or two; standing in a queue, waiting for a meeting etc.

1 of 1 people found the following review helpful.
informative
By Kindle Customeraaaa
some interesting facts here, especially ones debunking long aquired beliefs, maybe more information than you want on some facts and not enough on others. will lead to you doing more research yourself. worth buying for the information it does give you and for leading you to more research but much better as a book than as kindle material, have book of general ignorance 2 on paper and it is much easier to find anything there.

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[N776.Ebook] Free PDF The Human Side of Chess The Great Chess Masters and Their Games, by Fred Reinfeld

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Is there any quality common to the world's greatest chess masters, any peculiarity which made them contestants upon that particular parti-coloured board and on no other? Is there, in other words, a chess-mind? Since 1851 there have been seven acknowledged World's Champions at chess, from a variety of nations, each replacing, in direct contest, a predecessor, and each exhibiting capacities for chess-play far and away transcending those of the common herd. What led these champions to the vocation of chess? What were the financial rewards, if any? What satisfactions attended transitory fame and what griefs were there at the inevitable eventual downfall? Fred Reinfeld, himself a player of master strength, is a sympathetic analyst of the idiosyncrasies of the seven most famous giants of the game so far: Anderssen the Romantic, Morphy the Gentleman, Steinitz the Lawgiver, Lasker the Philosopher, Capablanca the Machine, Alekhine the Fighter, and the one still living ex-champion, Euwe the Logician. Mr. Reinfeld is not afraid to illustrate his remarks with specific games and specific comments, and his very acute study challenges various pre-conceived notions-but the author also describes the character, psychology and mentality of each champion, and his reaction to his rivals, in such a human and sensitive way that we think it fair to promise that this book will have a wider general appeal, even amongst those who have forgotten their chess and haven't played for a long time, The author has known some of the champions personally and observed them in many actions. The picture of Capablanca is particularly revealing, and his sketch of the mysterious character of Alekhine is most penetrating and altogether brilliant.

• Sales Rank: #1152878 in Books
• Brand: The House of Staunton, Inc.
• Published on: 2013-03-22
• Original language: English
• Number of items: 1
• Dimensions: 8.50" h x .72" w x 5.50" l, .89 pounds
• Binding: Paperback
• 316 pages

Features

• Author: Fred Reinfeld
• Pages: 302
• Publication Years: 2013

About the Author
Fred Reinfeld was born on January 27, 1910. Although Fred Reinfeld is now remembered as a writer about chess and other subjects, he was also a strong player. In the 1950 USCF Rating List he was rated number 6 in the United States with a rating of 2593. He defeated Reshevsky twice and Fine once in tournament games and drew World Champion Alekhine in the grandmaster tournament in Pasadena 1932, the strongest tournament ever played in the Western United States. In Pasadena 1932, the strongest grandmaster tournament in the USA in the decade of the 1930s, Fine and Reinfeld both got the same score of 5-6. Fine won their individual game. However, Reinfeld did better against the higher ranked players, including a win over Reshevsky and a draw with World Chess Champion Alexander Alekhine. Final scores were: Alekhine 8.5-2.5, Kashdan 7.5-3.5, Dake, Steiner and Reshevsky 6-5, Borochow 5.5-5.5, Reinfeld, Bernstein, Fine and Factor 5-6, Araiza 3.5-7.5, and Fink 3-8. After that however Reinfeld only played in a few other chess events. He spent the rest of his life writing about the game, not playing it. Reinfeld wrote more than one hundred chess books. In his day, almost all young chess players started off on his books. Nowadays, his books are mostly out of print because they were written in descriptive notation, as this one is. Fred Reinfeld died on May 29, 1964.

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8 of 9 people found the following review helpful.
A Biographical Work on the World Champions
By Knightstalker
Since this is a lengthy review, I've divided it up into various topics. Please pick and choose those topics that are of interest to you. If you want a quick review of this book, then the fourth paragraph, "Reinfeld's coverage of the World Champions," should, hopefully, suffice.

WHO WAS FRED REINFELD? Fred Reinfeld (January 27, 1910 - May 29, 1964) was considered one of the world's most prolific chess writers. In 1950, Reinfeld was ranked as the sixth strongest chess player in the United States. (See the article on Fred Reinfeld in the Wikipedia encyclopedia for more information.)

A COMPARISON OF THE 1952 AND 1960 EDITIONS OF THIS BOOK. The "Human Side of Chess" was published in 1952 (302 pp.). It covers the World Champions from Adolf Anderssen to Max Euwe. There is a short chapter (5 pages), "After Alekhine," that briefly covers the period from Alekhine's death in 1946 to 1951 (Botvinnik's match with David Bronstein). A revised edition of this book appeared in 1960 under the title "The Great Chess Masters and Their Games" (334 pp.). Chapter IX, "After Alekhine," was shortened to four pages and a new chapter, "Mikhail Botvinnik and Vassily Smyslov" (23 pp.), was added. Four games (2 by Botvinnik and 2 by Smyslov) were added to the Game section at the end of the book (66 pp. in the 1st edition; 92 pages in the revised edition). Unfortunately, the publisher decided to delete the "Tournament and Match Records" (10 pages) and the Index (6 pages) from the revised edition. When I read this book as a teenager in 1957, I was fascinated by the tournament and match records of the various World Champions. I was sorely disappointed when this section was left out of the revised edition in 1960.

REINFELD'S COVERAGE OF THE WORLD CHAMPIONS. Reinfeld devotes approximately 30 pages to each world champion. Unlike Reuben Fine's "Psychoanalytic Observations on Chess and Chess Masters" or John S. Hilbert's "Shady Side: The Life and Crimes of Norman Tweed Whitaker, Chessmaster," this book is neither a psychological study nor does it consist of intimate and detailed biographical commentary, i.e., I wouldn't call it a scholarly work. Yes, there are psychological insights and, yes, there are some personal details, but Reinfeld is mostly interested in the world champions as chess players first and foremost. We are not going to learn those intimate details that so often add spice to a biographical work. One also notices that Reinfeld is not reluctant to draw conclusions from what appears to be flimsy evidence. For example, he notes that Anderssen "was brusque at times, still suffering from the conflict between pride and embarrassment over money troubles and his humble origins." Can this be substantiated? Or is this simply a conjecture on Reinfeld's part? It should also be pointed out that Arnold Denker and Larry Parr, in their book, "The Bobby Fischer I Knew and Other Stories," warn us not to "read Fred's chess books for precision history." Although I did not note any factual errors in this book that is not to say that such errors don't exist. "My purpose," according to Reinfeld, "is not to criticize and not to apologize; only to understand." In my opinion, he more than succeeds. After reading this book, you will indeed have a greater understanding of these world champions.]

WHY DOES REINFELD BEGIN HIS BOOK WITH ADOLF ANDERSSEN? According to FIDE (the World Chess Organization), Wilhelm Steinitz was the first World Champion. Fred Reinfeld disagreed! He begins the reign of the World Champions with Adolf Anderssen of Germany (Anderssen was born July 6, 1818 in Breslau). Why does Reinfeld begin with Anderssen and not Steinitz? The answer is very simple, Anderssen won the first international chess tournament, London 1851. Howard Staunton wrote a wonderful book on this tournament. The title of the book is "The Chess Tournament" (377 pp. + 83 page introduction; published in 1852). It is interesting to note Staunton's comment from page lxxiv of his introduction, "...[it] will be ever memorable in the annals of Chess, as the first general meeting of players from different parts of the world...." Seven years later, Anderssen was defeated in a match (7 losses, 2 wins, and 2 draws) against the American Paul Morphy. Morphy retired from chess shortly after this match. Anderssen then played a match with Wilhelm Steinitz in 1866 (Steinitz won the match by 8 wins, 6 losses, and 0 draws), so, according to this scenario, Steinitz was the third not the first World Champion.

When Alekhine died on March 24, 1946, the World Championship was decided by a tournament of the world's best players in 1948 (this tournament was won by Botvinnik). Reinfeld indirectly implies that the London Tournament of 1851, the first international tournament in which the world's best players participated, was the equivalent of the 1948 tournament.* If one accepts this line of reasoning, then Anderssen was the first World Champion. Since Steinitz's match with Zukertort in 1886 was for the "Championship of the World," then, according to the official version, Steinitz should be considered the first World Champion. In short, the title of World Champion did not exist prior to the 1886 match. Personally, I find Reinfeld's argument most persuasive. By adding Anderseen and Morphy to our pantheon of World Champions, I feel that we have enriched our chess heritage.**

A JUSTIFICATION FOR READING A BOOK ON THE WORLD CHAMPIONS. The reader might ask: Why read a book about the World Champions? The simple answer might be that their accomplishments are a source of inspiration and motivation for the rest of us, but I think that Veselin Topalov said it best: "From about the time of Anderssen and Morphy (mid-19th century) on, the champions were acknowledged as geniuses, and their best games had the status of works of art." ("Topalov-Kramnik, 2006 World Chess Championship, On the Edge in Elista," by Veselin Topalov & Zhivko Ginchev, p. 7.) Hopefully, the reader of this review will get as much enjoyment out of Reinfeld's book as I have.

A BRIEF NOTE ON REINFELD'S INTRODUCTORY CHAPTER. Although Reinfeld included a games section (pages 221 - 286), this book is primarily a biographical work. The first chapter (pages 3 - 8) has the intriguing title "The Illusion of Master Chess." "Chess becomes an art," according to Reinfeld, "when a player reaches the stage at which he is able to conceive a winning position and possesses the ability to bring the conceived position into existence. Such a player is called a master--a chessmaster. The great chessmasters, like the great poets, the great composers, the great artists, the great mathematicians, the great mystics, have the faculty of immersing themselves in some creative process with a concentration, a finality, that is beyond most of us. The creative activities of these chessmasters have produced a literature of masterpieces which is one of the glories of the human mind." He then goes on to talk about the "illusions" to be found in modern chess. I must confess that I am somewhat skeptical of his analysis, but I leave it up to the reader to draw his or her own conclusions (see pp. 7 - 8).

Chapter 2 begins with ADOLF ANDERSSEN (pp. 9 - 41). Reinfeld calls him "The Romantic." "Anderssen has been called 'the incarnation of Romanticism,' and there is a magic quality in his very name which thrills every devotee of chess to this day. Yet there is a bitter-sweet element in Anderssen's glory which is almost more poignant than frank neglect: for this fame is a spurious fame. It is based on a legend, on a tragic misconception. Admiration for Anderssen is blended with contempt; his true genius is obscured beyond recognition." What was Anderssen's "true genius"? For the answer to this question, you will need to read this book. For more information on Adolf Anderssen, see Hermann von Gottschall's Adolf Anderssen der Altmeister deutscher Schachspielkunst.

Chapter 3 covers PAUL MORPHY (pp. 42 - 71). He refers to Paul Morphy as "The Gentleman." According to Morphy, "Reputation is the only incentive I recognize." "Anderssen's career...began when he was thirty. Paul Morphy's playing days were over before he was twenty-three! In only three years of active play he conquered the Old World as well as the New, gave the development of chess theory a mighty impetus, set new standards for accurate and elegant play, enriched the chess world with many beautiful games." Eight years after Reinfeld wrote "The Human Side of Chess," Frances Parkinson Keyes wrote a fictional account of Paul Morhpy's life, The Chess Players (608 pages). She lists Reinfeld's book on page 606 of her bibliography. One of the best books on Morphy was published in 1976 by David Lawson, Paul Morphy: Pride and Sorrow of Chess (424 pp.). In my opinion, the best book on Morphy's games is Valeri Beim's Paul Morphy: A Modern Perspective (164 pp.; published 2005).

Chapter 4 covers WILHELM STEINITZ (pp. 72 - 118) who Reinfeld refers to as "The Lawgiver." Reinfeld states that "Wilhelm Steinitz, who has been fittingly described as 'the Michelangelo of chess,' was the most original thinker, the most courageous player, and the most remarkable personality that the chess world has produced in the fifteen or so centuries that the game has been in existence. Steinitz was born in circumstances of great poverty in Prague on May 14, 1836; he died a charity patient in the East River Sanatorium on Ward's Island in New York on August 12, 1900." Kurt Landsberger has written two very scholarly works on Steinitz: William Steinitz, Chess Champion: A Biography of the Bohemian Caesar (487 pp.) and The Steinitz Papers: Letters and Documents of the First World Chess Champion (325 pp.).

Chapter 5 on EMANUEL LASKER (pp. 119 - 141) starts off with the interesting assertion: "'Who was the greatest chessplayer of all time?' has narrowed down to: 'Who was the greatest chessplayer of all time--Lasker or Alekhine?'" Reinfeld refers to Lasker as "The Philosopher." "Lasker is elusive, remote, paradoxical. From the outset his career puzzles us because of his life-long interest in philosophy and mathematics. Most chessplayers are...well, chessplyers. But Lasker had two other interests which absorbed his attention at least as much as chess did. He refused to give his whole life, as Steinitz had, to chess. Sometimes years passed without his playing a single serious game; there must have been months on end when he did not look at a chessboard. This gave him poise, breadth of view, a sense of proportion. Even at the age of twenty-one, when he was 'just another chessplayer,' he impressed Hoffer (Steinitz's archenemy) as 'a man of culture and more than average intellect.'" The fact that Albert Einstein wrote the forward to Dr. J. Hannak's biography on Lasker, Emanuel Lasker: The Life of a Chess Master, is evidence of the high esteem Lasker had as an intellectual. In 2005, Andrew Soltis wrote a wonderful book on Lasker's best games of chess, Why Lasker Matters (320 pp.).

Chapter 6 introduces us to JOSE RAUL CAPABLANCA "The Machine" (pp. 142 - 167). I'm sure that Reinfeld's good friend, Irving Chernev, would have disagreed with Reinfeld's claim in the previous chapter. Chernev, as he wrote in his book "The Golden Dozen," considered Capablanca the greatest chessplayer of all time. Yet, Reinfeld felt that Capablanca was a flawed genius. "Capablanca realized just as well as Lasker that chess had reached a point where one had to take risks in order to obtain winning chances. Lasker had the greatness of character, the resourcefulness, the daring to defy the development of the Macheide; Capablanca did not. The idea of taking such risks was deeply repellent to Capablanca. He, who loved the tidy technique of neat endgames. was horrified by the illogic of risk." What was the Macheide? You will find the answer on page 123 of Reinfeld's text. There are many excellent books on Capablanca, but Fred Reinfeld's The Immortal Games of Capablanca is a wonderful book in its own right (239 pp.); I highly recommend it. Although not primarily a biographical work, Edward G. Winter's Capablanca: A Compendium of Games, Notes, Articles, Correspondence, Illustrations and Other Rare Archival Materials on the Cuban Chess Genius Jose Raul Capablanca, 1882-1942 is noted for its meticulous attention to historical accuracy.

Chapter 7 focuses on my favorite chessplayer, ALEXANDER ALEKHINE (pp. 168 - 198). Reinfeld calls him "The Fighter." "Some fifteen centuries of chessplaying and theorizing meet and fuse in the style of Alexander Alekhine. He was a very great man in some ways, very weak in others; but above all he was a historical phenomenon, and this gives him a dignity far beyond his personal significance. Many influences were woven into Alekhine's games, but he was no hack, no imitator. Alekhine was the most brilliant, the most artistic, the most dynamic chessplayer in history." What more can you say? His two books on his best games are superb! "My Best Games of Chess 1908 - 1923" (265 pp.) and "My Best Games of Chess 1924 - 1937" (285 pp.) were written before the personal computer, so there are the inevitable flaws, but, for a true lover of chess, these books are to be treasured. The Dover edition, My Best Games of Chess, 1908 - 1937, combines both volumes into a single book.

Chapter 8 deals with an extraordinary individual, MAX EUWE (pp. 199 - 215). Reinfeld calls him "The Logician." Of the World Champions, he was probably the most prolific chess writer (he wrote over 70 chess books). He earned a doctorate in mathematics from the University of Amsterdam in 1926. He was, undoubtedly, the most underrated of the World Champions. According to Reinfeld, "Euwe's great fighting victory over Alekhine in 1935 has never received due appreciation, and thus Euwe's career poses the paradox: How can a World Champion be the most underrated player in the world; or, how can the most underrated player in the world become World Champion?" Sadly for Euwe's fans, he lost his return match to Alekhine in 1937 (10 losses, 4 wins, and 11 draws). Euwe was fifty-one years old when this book was published. He died on November 26, 1981. The following books should be of interest: "From My Games 1920 - 1937" is an excellent book by Dr. Euwe. In 2001, Alexander Munninghoff wrote "Max Euwe, the Biography" (351 pp.).

Chapter 9 covers the period following Alekhine's death in 1946 (pp. 216 - 220). This is a very sketchy chapter that deals with the World Championship Tournament of 1948 (won by Botvinnik) and Botvinnik's drawn match with David Bronstein in 1951. Reinfeld concludes this chapter by stating that "Today master chess must be played in the style of Alekhine or not at all." Although he doesn't state it in these terms, Reinfeld is referring to the "dynamic" style that was generally associated with the Soviet School of Chess. Larry Evans used the term eclectics when referring to this style of play, but this term never caught on. (Reference "Dynamic Chess" by R. N. Coles, "The Soviet School of Chess" by A. Kotov & M. Yudovich, and "New Ideas in Chess" by Larry Evans.)

GAME SECTION. The Games section (pp. 221 - 286) includes 14 annotated games in descriptive notation (two games for each World Champion). This is followed by a section on the Tournament and Match Records of each World Champion (pp. 287 - 296). The book ends with a six page index (pp. 297 - 302).

CONCLUSION: Of the approximately 700 chess books that I own, this is one of my favorite books; needless to say, I highly recommend it.***
____________________________________

* "Nowadays we think of Anderssen's victory as establishing him as the first World Champion. But at the time no official title was involved; he was simply looked upon as the world's best player, as a matter of widespread opinion, but not by way of official status" (p. 22).

** Graham Burgess in "The Mammoth Book of Chess" lists the "unofficial" world champions in this order: Philidor, de la Bourdonnais, Staunton, and Morphy. Although he mentions the London Tournament of 1851, he makes no mention of Anderssen. This is rather surprising, because we find the following remark in a book written by Graham Burgess, John Nunn, and John Emms: "Adolf Andeseen...was undoubtedly one of the strongest players of his era and indeed was crowned unofficial World Champion after handsomely winning the great London Tournament of 1851..." ("The Mammoth Book of the World's Greatest Chess Games," p. 14; by the way, a great book!). According to H. Paul Lillebo ("World Champions - reclaiming a lost century," ChessBase website, 4/24/2014), "we ought to extend our official history of the chess world championship by 139 years to recognize these great champions. The revised list will then begin as: Fran�ois-Andr� Danican Philidor (world champion 1747-1795), Louis La Bourdonnais (world champion 1824-1840), Howard Staunton (world champion 1843-1851), Adolf Anderssen (world champion 1851-1858, 1861-1866), and Paul Morphy (world champion 1858-1861)."

*** The Ishi Press International reprint (March 2013) includes an introduction by Sam Sloan.

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• Published on: 2015-02-09
• Original language: English
• Number of items: 1
• Dimensions: 9.02" h x .16" w x 5.98" l, .25 pounds
• Binding: Paperback
• 68 pages

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