It should be equitable and it should be monitored and spent so that we can measure that its doing some good.

Because it just happens little by little people do not react, but when you look at the total impact then it becomes a concern.

Our population has never been so united in all segments. We must take hold of that and make something good of it.

You can throw money at things and it doesn't necessarily help.

This is a major issue because no one has determined an accurate way to measure the audience. Keep in mind that this is a self-regulatory rule adopted to head off legislation. It is not a law and if violated does not constitute an illegal act. So the penalty for violating it is non-existent. The point is for companies to use their best efforts.

Measure 37 has not been a model for us. We're drafting something that will work for Washington.