So what advice would you give to someone who's, say, a young first-time business owner and they're trying to catch the attention of a business editor or journalist like yourself? What advice would you give? Because you must be getting hammered with PR press releases, literally.

Yeah, I mean, for us...

We kind of, rather than me just giving generic advice, we have specific entry points for these things.

So we're launching this year's 42 Under 42, for example, which is... young entrepreneurs, you're one of them, age 42 or under when they go in.

And then once you're in it, you're in it for life, unless you commit some heinous crime.

And that's a great one, isn't it? Because what you get from that, it's been running over 30 years.

So there's people in that who've retired now, who were young entrepreneurs when they went in 30 years later.

Westmeath