study whichla did a they wanted to try to figure out, what media most influences people at the point of purchase? they found out just slightly over 50% said television. radio andns were unbelievably enough print. the high single digits was online. we are still in the infancy of this industry as an advertising platform, not as we all experience it every day, getting online and doing all the things we do, communicating with each other, getting information and whatnot. as an advertising platform we are still in the infancy. we can't quite measure what we are getting for our bucks. on the other hand, we can't stay away from it. ,here is, as we talked about california,here -- everybody knows they've got two of the top 10 television markets in the country, los angeles and .an francisco what does that do? that makes it the most expensive place to communicate in the world. we have this political setup where the whole state votes for everybody, so it is very expensive to communicate here. online gives people an option to do something other than male people things -- other than mail people thi