While the road for trucking ahead is "long and inviting," the American Trucking Associations needs more buy-in from the trucking industry to help it improve its chances of winning the legislative and regulatory battles it's fighting, ATA President Bill Graves told members during the opening session of the group's annual Management Conference and Exhibition in Dallas yesterday.

"We all know there are thousands of carriers and allied suppliers that don't belong to ATA or to a state trucking association," he said. "Tell them that we need their involvement, that we need their energy and we need their ideas. Tell them we need their financial support. And tell them you're tired of carrying the load for them, and it's time they pitched in and did their part. There are a lot of trucking companies and allied suppliers that take a free ride on your financial back. And it's especially true if you're buying products or services from someone that doesn't support the very industry that you're trying to be successful in."

ATA is smaller today than it has been at times in the past, Graves said "but stronger and more focused on advocacy than ever before."

During last year's address, Graves predicted that by the 2012 meeting, we could count on bigger and better things for the industry - after all, everything's bigger in Texas. "Little did I know that 'bigger' was going to be the size of the federal debt ... 'bigger was going to be the unemployment rate ... 'bigger' would characterize the number of government regulations our industry would be facing. And 'better' ... well, 'better' is apparently caught up in some sort of political traffic jam and just hasn't been able to get here yet."

Despite frustration with Washington's inability to come together on seemingly simple tasks like the need to fix roads and bridges and pass a highway bill, Graves said he was still optimistic about the economy and trucking's future.

"A week ago, I went out for a run, trying to think of what to say this morning," Graves said "And after being out for about 20 minutes, my pace started to slow, my head dropped a little, and I found my focus was down, looking at every crack and crevice, every pothole, every imperfection in the road. But when I looked up, all I could see was the road stretching out before me, and it looked as smooth and uniform as a baby's bottom. It was my 'ah-hah' moment - the symbolism I was looking for - the metaphor that explains our industry.

"We ... are dealing every day with a myriad of policy and regulatory 'cracks and crevices' that threaten to overwhelm us. And we have no choice but to devote tremendous time, energy and money in an effort to 'fix them' so we achieve positive near-term results for our industry. But at the same time, we need to be careful not to become so obsessed with the challenges of the moment that we give up on the opportunity of the future."

The economy, Graves said, will recover. "And when it does, the trucking industry is going to be one of the 'first in line' beneficiaries."

He called the road ahead for trucking long and inviting, pointing out that America's population is expected to grow from 300 million in 2006 to 400 million by 2050. "400 million people need a lot of 'good stuff,' and most of the time, we'll be bringing it. 'Keep on truckin' is not just a slogan - it's an economic imperative."

For instance, ATA Chief Economist Bob Costello's most recent forecast predicts that trucks' share of total freight tonnage will rise from 67.2% in 2010 to 70% in 2022. And the pie itself will get bigger, as well, growing from less than 9 billion tons of freight to more than 11.5 billion. The corresponding trucking revenue pie is projected to grow from $563 billion to $937 billion. "Surely y'all can split up $375 billion in revenue growth and get along and be happy?"