. >> well, sf chronicle has two websites.spaper, the people in 901 mission do produce sf gate. it's a place to go to get the temperature of the city. the snacky stuff the news you that don't have to spend 30 minutes digesting. sfchronicle.com is where we put i call the journalism with a capital j. and you're right. we've done a really good job over the last 20 years since we started sf gate of thoroughly confusing everybody. and we need to do a really good job of explaining to people if they want the best news then that's sfchronicle.com. >> a drop in the pay wall to get more people? >> i think you'll see in the next couple weeks some really interesting things happen there. i can definitely tell everybody we're going to start a free trial. so it will be a form of dropping the pay wall. and i think we're going to experiment with a lot of things. we only started the site two years ago. it's a complete evolution. we're trying new things. the industry hasn't been very good at trying things and abanged them when they don't work or