That's terrific. Thank you.
The point I wanted to make is in terms of the difference of the business model. There is a narrative that suggests we're going from print to digital, and that if we could simply replace our print audience with our digital audience, the advertisers would follow and all would be well. This is not true.
For a number of reasons, it just isn't true. We can have much bigger digital audiences than print audiences. That's no problem; we've already done that. The advertisers don't follow. Advertisers have migrated from content producers to distributors, so Facebook and Google now have the vast majority of the digital revenue, and that's growing. Facebook will take 43% of all global growth in digital revenue in this year. That's just true.
There's something else that's happening, and that is, believe it or not, that desktop and laptop use has flattened and in fact is beginning to decline as mobile is taking over. Mobile is the seventh mass media. Mobile is a different media. All digital is not alike.
Eighty-three per cent of Facebook's revenue this year will come from mobile, and here's the dirty little secret: advertising doesn't work in mobile. It's just less effective as a medium, so advertisers, who have been disrupted just as much as the media has been disrupted—and you have to broaden your view and not just look at media—are now pursuing content strategies, where they can actually go around media and go onto Facebook, Google, and other platforms and create their own stuff. As for the idea that the simple answer is “let's just help people get better at digital”, that's not the answer.
Is that helpful?