My own belief is that many people don't believe that there can be gold and platinum in this environment. So they just assume that anyone who says it is there is telling a lie,

We have done better owning gold than shares.

The media environment is getting more fragmented, yet we still want to reach as many people as possible. To reach so many people in such a short amount of time was actually a good value for us.

Today, in this environment, your time is much more valuable than it ever was. That's universal. Do people have half a day to just scratch out and go play golf? Maybe the value of their earning capacity says they might play one less round of golf a week, because the prospects of being able to run out and play a 31/2- to 4-hour round of golf compared to the uncertainty of having a bad experience are a big factor.

The business environment remains challenging, ... But if you have a good strategy ... there is gold in all of this.

If it does become big, that would just be a gold mine.