Jackson, Mississippi is often referred to as the "Crossroads of the South." Located midway between Memphis and New Orleans, north to south, and between Atlanta and Dallas, east to west, Jackson serves as a prime distribution center. Access to rail, air, water and highway transportation gives Jackson a strategic advantage in attracting many national companies. Jackson is the most populated, urbanized area in the state. Metro Jackson, which is comprised of Hinds, Madison, and Rankin counties, has a population of approximately 441,000 people. Population projections indicate an 18.0% increase through the year 2010. Geographic proximity, excellent transportation systems and a diverse, progressive business climate help to attract individuals and businesses to the Jackson metropolitan area.