Who knew the germ of an idea shared between a pumping contractor and a truck manufacturer in 1979 would grow into an enduring trade publication and the flagship title for a growing northwoods Wisconsin company, COLE Publishing?During a chance conversation between Pete Lawonn, who had a spare vacuum truck to sell, and the late John DiVall, who owned Jay’s Waste Equipment, DiVall remarked that the septic service industry needed a trade magazine. Lawonn, 27, discussed the idea with his partner in two businesses at the time, Bob Kendall, 24, and the pair soon launched COLE Publishing and the Midwest Pumper.It’s
