Our new messaging had a very positive impact internally

You've also talked about the internal impact that the new messaging has had, especially on the journalists themselves. Just talk about that a little bit, because again, I think it's easy to look at this as it's a luxury to do a branding exercise, but if there's tangible, meaningful results and perceptions internally, that counts as well as part of the ROI.

Absolutely. Everyone today wants to believe that the work they do and feel that the work they do matters and that there's a mission component to it. And journalists, as much as anyone, that matters, right? That they are helping people understand really complex things and they're, they're helping them make decisions that change the lives of everyone in this, in this country. For us to, to use words that didn't reflect that importance takes away a little bit from, from them, in my opinion. Of the importance of the work that they're doing. And by putting it in front as a company serves both as a, as a guidepost, that here's where we go. It's a reminder of here's, here's what you're here for. Here's why it's important. But it also is reassuring that, that we value the same things that they value, that why they got here in the first place.