I suppose  one of the things I use to demonstrate it most clearly is that for many years I s I gave lectures on communications and one of the things I used to say in those lectures was I did not know, and I was stressing that sense what came first  if newspapers write stories in a particular way, because that is what the public wanted  or do public want a particular type of story and that's that newspapers round-up and I stopped posing that question when Rupert Murdoch bought the Melbourne Sun  because Rupert Murdoch bought the Melbourne Sun and introduced a lot of sex-type stories  you know stories about brothels and madames whipping people and goodness knows what else and the sales rocketed  and there we had almost a captive example of change in the design of  change in the type of stories that were written and people, people were buying it  and so you have an issue of you know that your content was actually being  by what your readership wanted.