Yeah.

Absolutely.

Some of the most common questions that we get asked are about ag media and how ag media is changing, especially with, you know, as younger generations take over and how we kind of address that is it's not that people are consuming less information.

People are consuming more information from more sources every day.

It's a matter of them finding the sources that they connect with the most.

And that's where having trusted farm broadcasters is really helpful and really beneficial.

I can't tell you how many times I've gone to conventions with these guys and somebody will come up to them and start talking to them like they have known them their whole lives.

So.