If the Internet needs a Johnny Appleseed, Jay M. Tenenbaum could play the part.

Mr. Tenenbaum, who goes by "Marty," is at once one of the medium's longest-standing users, cheerleaders, and promulgators. Two years ago, trying to bring to life his prophecy that the Internet will change the way people do business, he founded the not-for-profit CommerceNet consortium and set out to demonstrate its potential.

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