the extent to which a singular gaffe can derail a campaign is beautifully illustrated by howard kaine know that really did make a difference to his campaign, fairly or not. there is a real cacophony of voices now. and if you have the ability to pick and choose which media you choose and which media you want to see, that does enable a certain amount of [ inaudible ] which leads people to see more things which they often -- basically support what they already believe in. i think you will start to see more efforts to create better efforts of architecture online. but the amount of media that covers it is unprecedented. to your earlier point, i do think we are moving towards the point where the internet will become an increasingly important source of news, so even if this cycle is dominated by people spending money on television ads there will be a point where that will shift. if you look at the under 30 set, you'll see that their principal engagement may be through social media and the search engine. so ads targeted towards them will become an important part of the conversation. >> that's