Six years ago Forkliftaction.com executive director Michael Leu launched the industry's most accessed web portal after years of experience as a forklift dealer.

Knowing a business information site would benefit the materials handling industry, Leu gathered a team of professionals to harness the power and reach of the internet. The result was a weekly e-newsletter, first sent to 50 of his industry associates on July 7, 2000.

Forkliftaction.com now celebrates its sixth anniversary of providing a relevant business resource and meeting place for the materials handling industry.

Forkliftaction.com News is read by more than 80,000 people from North America, Europe and Asia each week. More than 300 dealers list used equipment in the Forkliftaction.com Marketplace and over 35,000 visits were made to the Marketplace last month. Each visitor viewed about 18 pages and visitor numbers are growing steadily.

The numbers are expected to grow as Leu and his team take the business to a new level. Currently catering to a global audience, Forkliftaction.com is planning to tailor its website to local members.

General manager Ann Hofmans said the company would source more news from local correspondents and offer news and ads to local members.

"We have started writing local stories for Australia and New Zealand. This presents opportunities for local advertisers. In the coming year we will develop local communities everywhere in the world," she said.

"We are growing as a community and a business. We are actively seeking people to help expand our news and advertising sections so please drop us an email if you are interested."

Forkliftaction.com believes its strength lies in its business products and independent news service. Revenue comes from materials handling companies' advertising campaigns but advertisers have no say in what the company publishes in its weekly e-newsletter.

"Our biggest challenge and aim is to remain independent in our industry. Our neutral position in the market is our strength and the only way we can ensure long-term success," Hofmans said.

The web portal continues to develop web pages that correspond to the level of interest, need and internet experience of its audience. The ShopFront advertisements are very popular and likely to have increased content in future.

ShopFront ads are like an advertiser's 'virtual office'. They contain a company profile, contact details and are linked to the advertiser's media releases, product profiles and used equipment listings. More features will be linked to the ShopFront.

Forkliftaction.com's jobs section has seen materials handling companies attract suitable employees and industry members find new jobs over the years. On average, 10 job listings are posted on the Forkliftaction.com website each week. Forkliftaction.com plans to enhance the jobs and resumes sections to increase employment in the industry.

Leu said that as an Australian forklift dealer operating six years ago, Forkliftaction.com would have provided him with an invaluable tool.

"It would have given me the information to see the 'big picture' of the materials handling world. Today Forkliftaction.com can tell me who the industry players are, what new product lines, spare parts or machines are available to offer my customers. Customers have access to digital photos and can make quicker decisions and I can receive their emails in an instant," he said.

"Forkliftaction.com would have been great for my old business."