So again we're going to come back to several themes in a fairly repetitive way, and we — don't forgive us for this if you don't like it, but we're certainly going to talk about certain things again and again and again, but what it really comes down to, is ‘Learn what the media's all about, learn what they want, learn what you can provide, see whether you can match this, in a sense, and see whether you can make it work to your advantage’.