it is a cross between ntt -- mtv's "jackass" and "60 minutes," targeted at an 18 to 25 demographic, which a lot of people in this industry are trying to reach. there are a lot of things out there in terms of investigative journalism that are trying to target younger people that are very creative, but just going back to your point about not reading or getting your news online, people are very lazy, you know? a lot of us do not even want to read, do not have time to read. we would much rather passively sit back and receive information either via video or audio. >> you had something to ask? let me get behind you a little bit. >> i just wanted to bring in the aspect of social media in terms of this consumption. we are seeing with facebook and twitter, these are great drivers of traffic to news sites. the role that citizens have in terms of informing your network of friends and family about what is important, and we are seeing that people are relying more on individuals for recommendations or taking their cues from them about what is important, you know, with those links that you in bed in you