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TALKING BOOKS page 27
"We've had an incredible re-
sponse since we opened," says
Mr. Pereira, 25. He looks for-
ward to franchising Talking
Books stores nationwide.
But that growth will be slow,
he insists. "We won't expand
until we know everything about
books and business."
His partner agrees, adding
that "we'll have our interna-
tional head office in Michigan."
The pair chose Michigan be-
cause Mr. Simtob's girlfriend,
Amy Ben Moshe, is from West
Bloomfield.
"There's no way a person can
walk into a city and just start a
business," he says. "Her fami-
ly has been incredibly support-
ive."
It may have been love that
brought Talking Books to De-
troit, but it was planning that
prompted the pair to begin their
operation in the United States.
They felt that it would be easi-
er to expand internationally
from the U.S.
Mr. Simtob says that Talk-
ing Books is financed entirely
by the success of Tint King, the
automotive window tinting
business.
They plan to open a second
Talking Books store in Birm-
ingham or Novi by the end of
1994, as soon as they can fi-
nance the expansion on their
own.
Mr. Simtob, 24, began his en-
trepreneurial career with Ju-
nior Achievement in Toronto,
where he attended Associated
Hebrew Day School for nine
years.
"I always had small busi-
nesses in high school," he says.
His efforts ran the gamut from
selling tie-dyed T-shirts to
painting houses.
It was house painting that
made Tint King possible. For
four months, Mr. Simtob paint-
ed homes for AAA Student
Painters. The summer job net-
ted him $20,000.
Combined with Mr. Pereira's
savings, that $20,000 was
enough money for the partners
to start their first joint venture.
Eventually, both young men
dropped out of college and went
into business full time.
Five years later, they may be
close to having tinted all the car
and truck windows in London.
It seemed time to move on.
"We were looking for some-
thing we knew we'd like," Mr.
Pereira says. Initial discussions
with books-on-tape companies
in California and Texas led
them to consider opening a
store of their own.
"This is growing to a $1 bil-
lion industry," says Mr. Pereira.
He compares himself and his
partner with savvy business
people who entered the fledg-
ling video rental market in the
early 1980s.
As in the video business, new
releases are the hottest sellers.
Copies of Rush Limbaugh's See,
I Told You So, Amy Tan's The
Joy Luck Club and anything by
John Grisham fly out the door.
Language tapes and motiva-
tional business speakers are
also popular, as are familiar sto-
ries read by well-known actors.
Robin Williams' version of Pecos
Bill is one of the best, Mr.
Pereira says.
Superman Lives, which was
produced in Dolby Surround
Sound, is another hit, he says.
"When you listen to it in your
car, you feel like you're flying."
Talking Books offers a few
more unusual selections, as
well.
A series of Talmud interpre-
tations recently arrived from a
yeshiva in France, where Mr.
Simtob's aunt is a resident.
"I've already had people ask
if we had any Talmud or
Torah," he says. All proceeds
from these rentals will go back
to the yeshiva.
Whether they want chil-
dren's stories, trashy best-sell-
ers or Talmud on tape, Mr.
Simtob intends to please Talk-
ing Books' members.
"We'll do what it takes to
make sure people are repeat
customers." ❑
News
An Ohio Judge
Curbs Local Pickets
New York (JTA) — An Ohio
judge has ruled that a local
law that limits picketing is
unconstitutional, enabling
regular, but restricted, dem-
onstrations in front of the
home of John Demjanjuk.
Protesters, lead by New
York Rabbi Avi Weiss of the
Coalition for Jewish Con-
cerns-Amcha, have held in-
frequent but ongoing dem-
onstrations in front of the
home of Mr. Demjanjuk, who
was returned to the United
States after Israel's
Supreme Court acquitted
him of charges that he was
the brutal Treblinka death
camp guard known as "Ivan
the Terrible." ❑