The digital platform in itself is levelling the playing field because the efficiencies to get to market are much better. The Canada Periodical Fund, in its old iteration, basically paid for postal costs. Today the Canada Periodical Fund can be used to look at other forms of distribution, including digital, so a lot of cost is taken out there.
The digital newsstand I described is mainly inhabited by smaller magazines, and they are selling their magazine subscriptions. These digital platforms aren't giving the product away. When you see the uptake in other parts of the world, however small it is at this time, you see that potential.
The big challenge is monetization of all these platforms in the longer term. Right now it's money going in, hopefully with money coming out. It has been slowed by the economic downturn--those impacts still affect us tremendously--but the long-term opportunity is there for the smaller niche product to thrive, no question.