—we do that at Transcontinental. We have developed a product for local communities, which has nothing to do with our content. Basically what we do is take the call to action that the advertiser wants to put on the paper on our websites, and we make this appear. We are able to buy or locate traffic around that community and make their ad appear on various websites through programmatics. This is a service we are offering in the community for the advertiser that has nothing to do with our content business.
We have free products you could advertise in the paper, or advertise on our websites, or have your ad appear on other people's websites that we're buying because we are a large corporation. We have access to this so that the calls to action of local retailers can be seen in the house where they do business or on various websites that are non-Transcontinental websites. We offer that service, but we have a lot of new competitors on the web that offer advertising to our local businesses.
The challenge is that a lot of the local businesses face their own challenge and their own competition. When Walmart builds a huge centre in a community, some local businesses that tend to be very supportive of our community paper often die. Walmart has other means to advertise, which is not these papers. It's not only our problem. It's also that if the local business community gets weaker, then we get weaker also.