THE new look allmediascotland.com has finally been unveiled- and it really looks the part.
Mike Wilson has agonised over the project for the past year, and the process of switching over at the weekend has delivered a raft of changes.
There's more to come.
But key to its success will be the willingness of the Scottish media and PR community to embrace the whole concept.
With the notable exception of The Drum and the new Edinburgh Communications and Media group on LinkedIn, there are far too few such sites dedicated to the goings on in the industry north of the border.
Even newspapers here have stopped their media columns, unable to point the finger at others when wrestling the same problems blighting the trade themselves.
Mike, for his part, hopes to have drafted in help from aspiring journalism students and the web expertise of digital-partners to make it look good, updating content through the day and encouraging advertisers to back the venture.
He has done his part, he has delivered a platform for the Scottish PR and media industry to use to celebrate the best of what it does, and examine the worst.
The rest, is up to us.