 There's a lot more conversation around the theme of content marketing. Obviously content is about creating ideas and influencing people with those ideas. So it carries currency to the extent that it can impact on ideas. There are ways to monetize it. Some people monetize it by enveloping it with advertising. We monetize it by virtue of subscription orientation in one of our businesses, which is Audubarajee. And obviously there's one where you can have a much closer interaction, like let's say in movies, where you can put content and you can put the idea both together. Where there's relevance, you'll find a way of getting brands and content together. But I think the notion of content marketing is the way content reaches audiences, right? And that, for example, today there's a great push on the digital platform to get content to reach people and influence people through a social process versus a mass media process. I think those are some of the changes that we are seeing. No, I don't know what traditional marketing meant. I mean marketing that's relevant, right? So to me, if people were using mass media to push content out there or were using editorial to push content out there, that still continues. You know, there's a lot of work to be done in that space. So I don't think anything's getting left out. I think getting your idea across to the audience for whom you defined it. So which means you need to know who's the audience and you need to know your idea well enough to be able to engage that audience, right? Good content engages, it entertains and it empowers that audience to whom you're targeting. If you've got that right, there is no way that you will fail. The level of engagement, maybe the level of access to that content first, right? The number of people who come and sample you and then of course it's the time spent or the engagement value that is driven over there and finally what they're willing to pay for that content.