one of the proudest days of my life was when tim o'reiley and mr. wales came to a story in the "new york times" by brad stone, no relation, and said we believe that there need to be rules and guidelines for behavior and we're modeling our recommendation on blowighers. from the beginning, i took what i learned about disclosier, quality of writing and about some kind of discourse that we're having here. so whether a brand, whether it's coca-cola or it's skype, who is a huge sponsor of the conference comes to us, we say here is how you can work with us to sponsor editorials or to develop ads, here are disclosure guidelines. they apply across every medium we work on and is we're very glad you're here because frankly, women control 83% of household spending. if you don't work with this community, you won't reach your customer. she expects you to come to her 37. >> so these women become paid by you? >> we have advertising but we do a growing amount of work for hire. this is the golden age of content development. isn't it a release as journalists to see it