Interestingly enough, in a lot of cases, they don't use Google ads. They sell their own advertising in the Soo and in those communities, because you just can't make enough money on the Google ads. They're selling their own ads but they're using a lot of the tools, many of which are free. It's the classic frenemy discussion that our members have with it, but obviously social media is absolutely key to the future.
The challenge we find is about retaining the brand, though, because I think one of the things you see is that even if you talk to people and they say they get all their news from X social media site, they're actually not getting their news there. They're getting the news from a journalistic brand. I think that's a really important connection to maintain in a world where really all you have is your intellectual property and your brand. I think part of the scraping and part of the non-licensed content distribution destroys that brand connection with the reader. If you get it on social media, and it's put there by the brand, the brand is there. It's a Globe and Mail story, say, on Facebook and that's clear, but it's not the generic story, one where you don't know where it came from.