 That's a provocative question. It is reading the only way to learn. In past it was the most efficient and independent way that you could learn was mastering reading because you could get access to print in books or magazines in ways that you could learn and visit places beyond your local situation. But now with the advent of multimedia and how easy it is to make a recording of myself to transmit that, to access recordings online, what we're seeing with the younger generation because they're growing up in this digital age, the first choice of access is not print. It is multimedia. And so I would prefer to watch a movie or to see a clip of a news article than to read that article in a newspaper. And so that is a very challenging construct here to say it's the only way. I was in a coffee shop recently and I saw the couple, they were reading the Sunday paper and they would trade sections over coffee and I thought that's delightful morning out. When they finished they both took out his and her iPads and then they spent the rest of the next hour reading online, you know blogs or magazines whatever it was. And I thought okay there's a very interesting kind of context shift is that we're doing both or at least of their age they were doing both.