Thank you for the question. I'm glad Dr. Tufts is here to talk more about the scientific side. I'd like to just address the promotional side of recreational fishing.
That $3 million that we receive in kind from the media—and we're talking CTV, national media, local media, radio, television, print, social media—is generated by our association on a $50,000 budget. We do it all. I joke about it every spring; I get on my hands and knees and I beg the radio stations, the TV networks, magazines, Sun Media, Postmedia, to please give us some ink, some air time to promote recreational fishing.
We're happy to do it. We believe in promoting recreational fishing. But I think it would be nice to see some government funding to promote recreational fishing, whether it's through our association or on your own, through the DFO or through tourism, whatever the department may be. I don't think we do a great job of that in this country.
We need to tell more stories like the one you just told about the picture on your BlackBerry, the personal stories about how fishing has affected us positively, not just economically, not just because of dollars and cents but because of that family connection. I remember taking my three kids fishing for the first time. I didn't do any fishing. I was untangling lines and putting worms on hooks and taking fish off. But man, we had a blast. Those memories are things that will last forever and ever. But people don't think of fishing as the number one thing to do when they're looking at the options. I think we need to do a better job of promoting it.