Business Notes

Business Notes

HVC has new offices
The custom magazine publisher and marketing communications firm High Velocity Communications LLC has located to its new offices in Waukesha. The company is now headquartered in a two-story, stand-alone building at 2444 N. Grandview Blvd.
The firm publishes several corporate-sponsored magazines for the Fortune 100 company Caterpillar Inc., and is in the final stages of discussion with two other large companies about publishing their custom magazines.
"Custom magazine publishing is our primary focus," states Tim O’Brien, High Velocity Communications president, "but the broad experience of our staff equips us to deliver a wide range of advertising and marketing communications services."
Additionally, High Velocity provides strategic planning, collateral materials, public relations and other marketing communications services to Caterpillar and several other companies.

Two new publications launched in Milwaukee
Two new publications with targeted niche audiences are being launched to serve the Milwaukee area.
The Driver’s Key is a free weekly magazine offering readers a resource to shop the metropolitan Milwaukee used-car market.
Milwaukee Home, a bi-monthly publication set to hit area newsstands in January, showcases style and fine living and is aimed at affluent residents in southeastern Wisconsin.
"Unlike many other car sales publications, The Driver’s Key is attractively designed in color throughout," said Charles Kubiak, the magazine’s publisher. "We include full color photos of every vehicle listed. The book is organized alphabetically by make and model, making it easy for readers to find a particular vehicle and compare pricing."
Vehicles listed in the magazine are all located within southeastern Wisconsin. The magazine is distributed each Friday to racks at more than 1,000 locations including grocery stores, gas stations, drug stores, and other highly frequented locations.
The Driver’s Key is published by Keychain Publications Inc., and is based on a relatively new business model that has proven successful in other Midwest markets, Kubiak said. Its exclusive focus is on increasing used car sales for automobile dealerships.
Kubiak said two of the distinguishing aspects of The Driver’s Key are its highly targeted distribution system and its use of call tracking to measure each ad’s effectiveness.
Milwaukee Home will be published by Trails Media Group, which also publishes Wisconsin Trails and Corporate Report Wisconsin.
"The new magazine will celebrate the great style and fine living of Milwaukee-area residents," said Milwaukee Home publisher Anita Matcha. "It will be filled with stunning photographs showcasing Milwaukee’s newest design trends, beautiful landscapes and inspiring homes. Every issue will also profile noteworthy architects, builders and interior designers that are helping to make fine living a reality for those who live in the Milwaukee area."
Trails Media, which is based in Black Earth, plans to open a sales and editorial office in Milwaukee for the magazine.
New Cudahy facility
to host hocky tourney
USA Hockey has awarded the Spring 2005 Women’s National Championships to the Powerade Iceport, which is being constructed south of Layton Avenue in Cudahy.
The 2005 event will be the first time Wisconsin has hosted a national hockey tournament. The $25 million, 200,000-square-foot Powerade Iceport is scheduled to open in the summer of 2004 as one of the nation’s largest ice facilities, with five skating rinks.
Pewaukee, Vancouver firms form partnership
Pewaukee-based BroadLook, developer of BroadLook business research software, has formed a partnership with MaxHire Solutions of Vancouver, British Columbia, developer of MaxHire applicant-tracking software. The partnership allows BroadLook 2.2 to export sales leads directly to MaxHire.
"Until now we have not found an effective research tool for generating quality sales leads," said Peter Blitz, president of MaxHire (
Donato Diorio, president of BroadLook (, said, "We are excited about the MaxHire integration of BroadLook. This integration provides MaxHire’s customers with seamless access to sales leads and business research mined by BroadLook 2.2. This will help MaxHire’s customers expand their recruiting and marketing efforts."
Kenosha author’s book focuses on inventory
"Inventory Accuracy: People, Processes, & Technology" is the newly released book by David J. Piasecki of Inventory Operations Consulting LLC, in Kenosha.
The book provides a comprehensive treatment of inventory accuracy in distribution, fulfillment and manufacturing environments. Topics covered include cycle counting, physical inventories, process evaluation, training, accountability, and various technologies including bar codes, voice technology, RFID and light-directed systems.
In addition to being published in numerous industry magazines, he also publishes materials on his website,
More information, including sample pages, table of contents, complete glossary, and ordering information can be found at

Phoenix releases new explosion-proof lights
Phoenix Products Co. has released the LFX Series explosion-proof fluorescent fixture with biax lamping options.
Both the 40- and 55-watt biax lamp fixtures deliver more light than the standard T-12 4-lamp, 40-watt fixture. The 40-watt biax fixture has 22% more light, and the 55-watt biax offers 74% more light, respectively.
A 2-lamp housing also means lower maintenance costs, fewer parts to replace and easy one-person installation. The biax lamp is an attractive option for use in venues such as chemical plants, drilling rigs, refineries and paint spray booths.
Founded in 1892, Phoenix Products Co. ( manufactures durable lighting products and specializes in mining, marine, industrial, architectural and dock lighting. The company is at 6161 N. 64th St. in Milwaukee.
Skating skills business started in West Allis
The Pettit National Ice Center has a new tenant, as former Olympian David Cruikshank is launching his David Cruikshank Power Skating & Conditioning LLC venture at the West Allis site. The venture focuses on the development of effective, high-performance skating skills for hockey players and skaters. Further information is available at

MC2 expands into Cedarburg market
Mobile Communications Consultants (MC2) of Milwaukee has expanded into the Cedarburg area. "We saw a definite need for a customer-focused wireless retailer in the Cedarburg/Grafton area," said Jason Kayzar of the downtown Milwaukee company.
MC2 offers five wireless carriers, including Nextel, AT&T Wireless, US Cellular, Sprint and Verizon. Quentin Forseth is the manager of the new store in the Cedarburg Square office complex at W62 N244 Washington Ave.
Precision Hobby Tools develops multi-use saw
Precision Hobby Tools of Hubertus has added a new saw product to its family of specialty tools used in the woodworking, model-making and prototyping markets. Called the Wonder-Cut, the new saw is a multi-purpose, multi-angle saw that combines the cutting effects of a hack saw, scroll saw and coping saw in one unit. The cutting blade is made by Precision Hobby Tools ( using a proprietary process, said company owner Loretta Roetz.

Aug. 22, 2003 Small Business Times, Milwaukee

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