Climate Change 7XYRXIH KVS[XL Thinking Highways’ financial analyst MARGARET PETTIT looks at the European Territorial Cooperation Programme and finds that like with any other major programme, it’s a matter of priorities Foreword Thinking Letters of Kevin Borras is co-founder and vice-president, publishing of H3B Media and intent... editor-in-chief of The letters “BPA” may not mean all that much to the Thinking Highways majority of our readers but to us (and our advertisers) they mean a lot more than you’d probably imagine Before you read the rest of new level. We were, of course, can now offer you, and without this, have a glance at the confident that we’d pass all of sounding like I’m accepting an logo and text just below the the rigorous tests but until we Oscar for best supporting slice of the cover image to got the official word that we editor, we really do appreciate the left. It might look like a had, we had to put the your faith and hope that you blue ball wearing head- champagne on ice. There was think it’s been repaid...and it phones but its presence is no actual champagne, was good to see some of you in the result of three and a half obviously. Sweden at the excellent ITS years of hard work on our What this means, though, is World Congress. part. there should no longer be any In true Scandinavian style, A BPA audit is without remnants of doubt about our we are pleased to offer you question the most stringent of circulation figures. A total of another smorgasbord of an business magazine circulation 20,149 people received the issue, full of thought-provoking examinations. Their June editions (plural) of articles and conscience- extraordinarily thorough Thinking Highways. You don’t prodding opinions. Randy auditors cast their beadiest of have to take our word for it Salzman has the honor of eyes over your database to anymore, you can see for being the author of the cover make sure that your yourself by clicking on the feature for the second issue in publications actually do go to ‘Advertising’ button on our a row; Phil Tarnoff is back, as many people as you say website and selecting ‘BPA questioning the quality of the they do. You must stop me if I’m Audit’ from the dropdown ITS world’s customer service; confusing you with all this menu. Richard Bishop and Alex publishing jargon. 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I hope you enjoy circulation Issue 2, 2009 - 20,149 through our circulation took us without the cold hard facts reading this issue as much as I (Thinking Highways initial audit report ending June 2009) fine tooth combing to a whole that the BPA Worldwide audit have enjoyed editing it... TH Thinking Highways is published by H3B Media Ltd. ISSN 1753-43ZI CEO Contributing Editors Luis Hill ([email protected]) Bruce Abernethy, Richard Bishop, Thinking Highways (ISSN 1752-43XI) is published quarterly in two editions (North America Group Headquarters Vice President, Publishing/ Lee J Nelson, Phil Tarnoff and Europe/RoW) for £30/€40 (Europe/RoW) and US$60 per year by H3B Media, 15 Onslow 15 Onslow Gardens, Wallington, SM6 9QL, UK Gardens, Wallington SM6 9QL,UK and is distributed in the USA by Pitney Bowes International Editor-in-Chief Contributors to this issue Tel +44 (0)208 254 9406 Mailing Services Inc as mailing agent. 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The time and energy she Nick Ramfos did not appear cynical as we departed wanted her Marlboro, Maryland employees surveyed might spend addressing issues residing well away from 08 Scott’s Pearce’s Better Roads, Better World from an hour-long meeting with SourceCorp’s human on how they got to work and on her initial enthusiasm for her job description simply would not advance her resource specialist. Yet there’d been no assurances that guaranteed ride home, one small aspect of the D.C career at SourceCorp. Cheryl Flynn would call back; no signature on any area’s multi-dimensional efforts to decrease congestion “We’re swimming against the tide, so to speak, dotted line; no date set for any next step. Indeed, when and auto-borne pollution. This tiny step might eventu- because of the convenience of jumping into your car in Ms Flynn pulled out an inch-thick envelope Ramfos’ ally lead Commuter Connections programming through a society where everything is centered around that auto- associate had mailed SourceCorp weeks before, it was the Sourcecorp door. mobile,” Ramfos explained without a hint of self pity. obvious that was her first serious look at Commuter Still, Ramfos was realistic, noting that Flynn had recog- “We’re competing against companies that have tens of Connection programming designed to decrease Wash- nized that many features designed to get commuters out millions of dollars in advertising spend so we really ington, DC area traffic congestion. of their cars would require “someone” at SourceCorp to have to have a compelling message. The pitch is differ- “We didn’t get kicked out which is always a plus,” verify, for example, if pre-tax benefiting commuters ent for each company, each employer’s representative, Ramfos said. “It was a good meeting.” were actually carpooling or research whether transit and then different for employees; all of whom are almost When one spends one’s life addressing America’s car passes potentially handed out by SourceCorp were always members of the car culture.” culture, Goliath must seem small potatoes. Battling eve- appearing for auction on eBay – as happened with fed- As is, of course, Ramfos and, indeed, every person rything from baby scooters designed like cars to prod- eral employees in 2006. Flynn, with underutilized free working to decrease the 2.9 trillion miles Americans COVER STORY uct placement in countless movies to billions in auto parking spaces in her industrial park, had obviously drive annually. The depth of America’s “love affair with advertising to a national belief in the “freedom” of one’s comprehended that “someone” most likely would be the automobile” begins with every individual’s “default personal car, must mean that those seeking fewer single the person she sees reflected in her mirror. No matter position” – key in ignition –; rumbles through every occupancy drivers would give their right arms for how much she cared about the area’s congestion, the employer needing his or her employees on the job site; David’s slingshot.