Done! The Alex eReader was rooted on a sunny Sunday afternoon!
Download the update.zip and copy it to the root folder of your alex' SD card.
click to download
Update: direct download link
1.) Power down
2.) Press and hold simultaneously the "back" and "next page" button.
the "back" button is the lower
one on the left side, not the "page back"-button!
3.) While keeping pressed the 2 buttons, press and hold the power button.
Keep pressing these 3 buttons until the alex logo appears on the screen.
Release the power button.
4.) You will enter recovery mode. Release all buttons.
5.) press back + power button to apply the update.zip
Hold on, until it's finished.
You are done! Enjoy full root access!