We do connect with them in that cab. Certainly our products are available there. We do carry all of that—crop information, weather information, and sponsored content from our advertisers—and deliver it into their digital media as well. We recognize that it's not about the newspaper; it's about the function we fill. We report. We collect that information. We disseminate it. We allow our audiences to choose how they would like to consume it, whether that be through their mobile device, on a tablet, the website, or waiting for the printed product to arrive. We need to be platform-agnostic. We need to be able to provide the content, valuable content, to our readers, whether it be in a community newspaper or not.
We do find, however, that particularly.... I'm quite familiar with The Western Producer, but I do look after our community media side of things. In our community media group, we do recognize that even though we publish all of our content as it happens, well ahead of the printed product in most cases, our audiences are not chasing us down on our website. People do come to our website, but we don't deal in urgent news. People wait until they get the printed product and still turn the pages. I know that sounds a little old school. I take my Globe and Mail in my palm, on my mobile phone. With my local community newspaper, I turn the pages.
Getting back to the digital side of things, Facebook and Google are the biggest sources of audience for us in the digital media. Without them, our audiences would be significantly reduced. We get over 80% of our social media traffic through Facebook, directly to our website. So they are helping, but at the same time they are not. They're taking content and sharing it in many other ways.