Mad City Merchants brings together Madison Wisconsin's best shopping, dinning and entertainment options all in one place on the Web. It's a great new way to not only find all the great shops, restataurants and services that Madison, Wisconsin offers but you also get to know a bit about the great Madison area businesses that make it happen.

"We give our visitors a look inside the businesses we feature," says Mad City Merchants Publisher Joe Starr. "We want to give our Web visitors all the information they need and a little more. People want to know who they are doing business with and that's what we do on Mad City. We do indepth stories on these businesses so people can know more about the people who make these businesses run everyday. I think most people feel better about going to a restaurant, clothing store using a repairman who they know something about.

The stories much like the business feature stories that you might see in the local newspaper. Full of good information about the businesses, great photos and a lot of personality. And Starr loves every bit of it. With a background in print journalism as a newspaper staff writer and editor he enjoys sharing the great stories that come from these businesses and sharing them with Web visitors looking for buy local goods and services from these Madison merchants.

But the bottom line is making that connection between business and those who are looking for these businesses. "We give people everything they need to know about the business," says Starr. At the top of every business 'Story Site' is a box with all of that businesses contact information. Address, phone numbers, hours, MapQuest driving directions and anything else that would make getting there easier.

"We want local business to thrive in Madison and throughout Dane County," says Starr. "We want to make it easy for anyone looking to reach a buisnesses in Sun Prairie, Stoughton, Monona, Middleton, Waunakee, Deerfield, Cottage Grove, Verona, Fitchburg and McFarland to be able to find whatever they want. If they want to find a great place to eat or shop on State Street, the Isthmus or the University of Wisconsin campus we want them to find it at Mad City Merchants."