D- listen, this, this point about the decline of reading, first of all, David, is that true? Is there a decline in reading? Does it, is it going across all age groups, and is there a particular problem, do you think, with young people?

For sure, yeah.

And the National Literacy Trust, um, as well as Harper Collins and, and others have tracked this over the last 10 to 15 years, and I think really worryingly during that time we've seen a significant decline, both in the number of people reading, the frequency of reading, and the pleasure, uh, people get from reading.

That is unfortunately across society.

Um, it's particularly acute amongst different, uh, groups.

So teenage boys have been an audience which has been, um, for many understandable reasons, chall- challenging to engage on this.

Parents of under fives, who often are facing lots of different, um, challenges within their lives and conflicting priorities, and families from disadvantaged backgrounds.

[laughs]