Today's Number: 15 - Stores where Kmart Corp. plans to add grocery departments by mid-November, giving the second-largest U.S. discount chain 124 Supercenters, the company said.

        Today's Mover: Matt Strippelhoff has joined Metaphor Studio LLC as marketing director, a professional advertising and Internet services firm specializing in creative graphic design. Mr. Strippelhoff comes to Metaphor after four years as co-founder of Over-the-Rhine technology firm digitalBANG LLC. He was vice president in charge of sales and marketing.

        Today's Career Advice: Ever wonder what benefit each vendor brings your company? Try reviewing credit card expenses for direction, suggests Doug Hall in Jump Start Your Business Brain. “Think back and try to remember the benefit your received from each purchase,” Mr. Hall advises. “Was it something you were aware of before purchasing or was it something discovered afterwards? By reviewing what benefits were received when making purchases ... expect to learn lessons about how to communicate benefits when selling your company's products or services.”

        Today's Money Tip: A mutual fund's “tax efficiency” tells you how good the fund is at avoiding taxes for its shareholders. A tax efficiency of 90 percent means that shareholders keep 90 percent of their return after paying taxes.

        Today's Company: The Midland Co.

        A DELIBERATE FOCUS: This Amelia-based company has thrived by focusing on two specialty areas through its subsidiaries — American Modern Insurance Group, which primarily insures manufactured homes, and M/G Transport Services Group, which moves dry cargo along America's rivers and the Gulf Coast.

        LOSS PROTECTION: American Modern, which provides more than 94 percent of Midland's revenues, has been successful by focusing on markets where frequency of loss rather than severity is the norm. The company also writes policies on motor homes, travel trailers, pleasure boats, snowmobiles and long-haul carriers.

        STAYING AFLOAT: M/G Transport maintains a fleet of 219 jumbo hopper barges to transport cargo such as petroleum coke, fertilizer, sugar, iron ore and grain.

        GOOD GROWTH: In 2000, Midland's net income from continuing operations totaled $35.5 million, up 13.7 percent from the previous year.

        Send tips and questions to Bill Ferguson at bferguson@enquirer.com

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