This publication was first suggested a year ago by leaders in the field. We were approached about collaboration. That didn't happen, but we kept getting calls asking us to start something. The challenge is that the market is relatively small. The publication would need a revolutionary new approach to be cost effective. After much market research and experimental modeling, we created the concept of combination delivery - in print and on the Internet.

    The print edition uses a quick-read format. Short articles, fast forwards, bulleted lists that are easy to read and absorb. The web edition then presents most of the same stories - covered in-depth. That edition could be 12 to 24 pages.

    You can read it on your computer monitor, complete with full color photos and graphics - or print it out, in full color or in black and white. Or you can self-select those articles that are most important to you, or which you'd like to circulate, and just print those out. Save the print edition to a folder for easy reference. Save each Web-delivered edition on your computer - or simply search the archives online for old editions down the road. It's the kind of innovative approach that entrepreneurs can appreciate and embrace.

    We then went to a short list of people in the industry to seek support for start-up. We asked if they too believed it was time for an independent publication for transportation intermediaries. There was unanimous agreement with the concept. The people you see listed as the advisory board stepped forward. Sincere thanks to this group of established and upcoming leaders. They made it happen.

    Now the publication is a reality. You have the first issue in your hands. It's rather a test of trust that you have received a publication of 16 or more pages, when you only have four pages in print. The rest are yours at the touch of your computer mouse. Just go to www.transportmarketing.com/businessinsider. Click on March 00 edition. Click on print - and there you have the other 20 pages in this edition. It's as simple as that. For future issues, subscribers will have a password to access the site.

    business INSIDER is a major key to recognition. It will be quoted in trade publications of the industries you serve. We'll provide constant, positive reinforcement to change attitudes and open doors! It is being written with great energy and enthusiasm. You'll read thought-provoking articles to encourage and report on innovation. The web version will feature color photos and interactive feats.

    Thought leaders have already agreed to write for the publication. You'll see the by-lines of recognized experts and successes as well as many new faces. Editorial coverage will expand to cover the broad-based business you are in. We're creating a brain trust for exploring innovation, trends and future positioning.

    It's an exciting new journey to freedom and recognition. We'll look at the hard issues and have fun as we go along. Consider it a "coming of age" celebration. You are invited to subscribe and join in.