Is that your thoughts? Do you feel, like, sort of bullish about that and confident that we're gonna figure this out and that these news business share prices that currently are rock bottom could actually start climbing up a bit?

It, it depends on the brand, but if the brand has something unique and valuable to say and something that allows people to either live better or do their job better, I do think that there is a scenario where they're going to be in great shape.

However, there are plenty of brands out there that probably don't have a real reason to continue to exist.

So looking at what we're doing with Adweek, we're, we're working with a variety of partners, and we're trying to actually kind of build that kind of pipe.

There is a, uh, uh, a protocol called MCP that allows specific types of content to be grounded into a large language model.

And so a few of our partners are trying to build MCP servers, um, and, and MCP tools to go into the Adweek CMS and to try to enrich whatever the LLM answer is.

So the perfect kind of example that I, I continually kind of provide, because they always ask, like, the, the first kind of iterations were, you know, "Tell me about the best Super Bowl ads." I'm like, that's, that's not, that's not very useful.

What's your key, key bit of advice?