jeffrey goldberg from the atlantic, let's bring you back in.nline paywall in 2019. tell us about that decision and what's happened since. yeah, well, it turned out to be excellent timing, because the pandemic hit the next year and advertising bottomed out. we're holding our own on advertising. we have good people doing it. and, you know, it's not going to be the primary source of revenue for this company going into the future. we've switched, actually, since 2019. we're now majority... you know, the bulk of our revenue comes from subscriptions, the consumer business, not advertising, but advertising is still an important part. but we launched this paywall. i mean, obviously, we're a print... we've been a print magazine since the 1850s. we've had long experience of being a subscription—based organisation. when we entered the internet in a big way in the mid '90s, late '90s, obviously programmatic ad revenue, other forms of advertising, became huge for us. but we finally decided, the company finally decided in 2019 to launch a paywall for a digit