MADISON, WI- The Wisconsin Department of Transportation reports the state is on pace to set a new record for highway fatalities for the fourth year in a row.  Four hundred people have died in traffic crashes this year.  At the same time last year, the number was 389.  Experts blame speeding, distracted driving, and a failure to wear seat belts for the rising numbers.  A spokesperson for the Bureau of Transportation Safety says a culture change is needed to turn the tide.