We're trying to create a demand curve so people want to watch advertising.

We are trying to find out what happened.

We are trying to create some new way of communicating that is not the traditional advertising story-telling.

You should get used to people hating you for what you're doing. I'm not trying to discourage you. I think it builds character.

Advertising is at about 4 percent of revenue at this point. We are dealing with national advertisers that need a certain amount of reach before they really start advertising a lot. We see 10 percent as a reasonable number.

There is phenomenal momentum behind search engine advertising. The number of advertisers using search to market products continues to grow, as does the overall efficiency of the market-- search engines are getting even better at making money off search engine results pages.