Many years ago, when Jerry Pallotta began reading to his young children, he did so from books in which the letter "A" always stood for apple, "Z" for zebra. As he says on his Web site, www.jerrypallotta.com, he gradually realized that he could do better. The result was a writing career of 20-odd books, including "The Icky Bug Alphabet Book" and "Who Will Guide My Sleigh Tonight?"