cravings to nesting, ten things and then you put in a celebrity who lows that light, for example, sophia coppola convince him to sell you this relic. >> it was easy. this magazine is backed by positive demand. exactly what you said. al inspired or you? so there is just so much consumer demand. we said, look, this is something that needs to be back on the shelves. it needs to be read imagined. that is exactly what we have done. it works for the end user. liz: you have made easier by weaving it within the website itself. back when the magazine folded you had just over 1 million readers, 1 million subscribers. what do you have now? and l.a. is early. >> we are on track to hit about 2 million per month by the end of the year. it was sort of an easy start because, as you said, this was a will of the brand. being a will to deliver not only in print the with the ability to engage with the content made it that much easier. liz: you need money to do this. so this is actually really collaboration we have had great support from the venture capital community. the shelter category has been a little bit slowe