Well, they may be in there. I just quickly looked yesterday.
You talked about innovation. You're going to have to reinvent yourself, and you know that. Those in the farming industry, believe it or not, are well ahead of most urban people. They have GPS systems and they get their grain prices. If you go on a combine today, it's a computer.
How are you connecting with them on that digital aspect of rural Canada? You have The Western Producer. They don't really have time, especially now, during harvest...but they do have time, because they have their digital phone or iPad, and they are connected.