Take us through what that process was like, because I can imagine, right, old school journalists' ways of doing things, not too unsimilar from... big organizations today, but how did you take some of that about.com methodology that you had established in the process and start to apply it to something as, I guess at the time, archaic,

right? Yeah, it was rough.

That was an old guard meets new guard.

And the New York Times was not as a whole from the people that I experienced were not too excited about about.com being part of their portfolio at that point.

So it wasn't necessarily the easiest.

There was three of us that were taken from about.com. One that I hired in, Matthew Brown, who's exceptional at what he does now.

And my boss and I were taken from the about team and brought into the MIT.

So you walk into a situation like that, and do you stop and say, we need to develop like a slew of expertise that you can start associating all new content to? And do you also say, for the thousands of pieces you published in the past, we've got to figure out how to assign some author, authentic, some kind of authority to your past article to squeeze more juice