In small communities, we only have Canada Post. For a small community newspaper there is no other option. Any newspaper in this country that has had an option to move to carriers or other things has moved. In terms of what has happened, 25 years ago, mail to suburban Canada was delivered by Canada Post. It now is no longer. It comes to rural and remote communities, where there is no option. The distances and the cost structure just don't do it. We've tried—and magazines have tried—a number of ways to do this.
The challenge we have is that news is becoming much more time sensitive: people want it immediately. Even if it's your weekly newspaper, you want it immediately, and advertisers also demand that. Particularly in our business, they want that delivery. If you say that you're going to deliver it on Thursday so it's there for the weekend shopping, then it has to be there on Thursday.
What we've noticed, particularly as a result of postal transformation, is that the delivery time, which used to be three days, is now from three to five days. It may be six days, as three to five days is only a target. To run a small business and to run a small newspaper in a town where your local advertisers are asking you to do something.... Advertisers have options. They have the online option, and they have everything else. You don't have an option except to rely on Canada Post to deliver your product in the time that they say they're supposed to be able to. When it doesn't happen and you get the paper that's supposed to be there on Thursday on the next Tuesday, then your advertiser wants the money back. That's what's happening.