Jim Sherman, founder of ShermansTravel Media, LLC launched the online business in 2002 to help travelers find the best travel deals and provide people with travel advice. Not a booking site, ShermansTravel editors aggregate, screen and publish the best travel sales and specials from hundreds of providers. The deals include both bargains and values, and the site also provides expert destination advice and trip ideas for researching and planning a vacation. The publishing firm's core products include Sherman's Top 25 travel deals e-newsletter (read by over 5 million travelers), Bulletins, ShermansTravel.com, and QuickSearch, a travel comparison shopping tool. Jim also launched Sherman's Travel magazine in 2006 to inspire travel with its focus on "smart luxury values."