1. A bar code reading apparatus for reading a bar code on a substrate, the apparatus comprising: (a) an image frame memory being configured to simultaneously retain pixel values making up a frame of image data; (b) an integrated circuit for outputting image data for capture into said image frame memory, the integrated circuit including an image sensor array having a plurality of pixels formed in a plurality of rows and columns, the integrated circuit being configured to read out image signals from said image sensor array and to digitize such signals; (c) a microprocessor integrated circuit being configured to address image data of said image frame memory in accordance with instructions of an indicia decoding program; (d) wherein the bar code reading apparatus has a first operator selectable configuration and a second operator selectable configuration; (e) wherein the integrated circuit responsively to a trigger signal activation with the first operator selectable configuration active outputs for capture of a frame into the image frame memory a plurality pixel values, the plurality of pixel values including a pixel value output to represent an average of light incident on an adjacent set of pixels of the image sensor array; (f) wherein the integrated circuit responsively to a trigger signal activation with the second operator selectable configuration active outputs for capture of a frame into the image frame memory a plurality of pixel values without outputting a pixel value output to represent an average of light incident on an adjacent set of pixels of the image sensor array.