New Media Age articles from March 2007

New Media Age archives from March 2007

DoubleClick plans to integrate mobile ad serving into DART.(advertising industry software)
March 1, 2007... Mobile advertising has taken a significant step forward with the news that online advertising technology firm DoubleClick is to integrate mobile ad serving into its DART ad-serving platform this year. The news could spur advertisers that...

Emap embarks on major digital drive.(Emap Media)
March 1, 2007... Publishing house Emap is aiming to grow the share of revenue derived from digital from 10% to 30% by 2010. The ambitious plan is part of the publisher's digital drive, which has seen it invest in new media companies and migrate its...

Media agencies endorse IPA ad standard.(Institute of Practitioners in Advertising)
March 1, 2007... The Institute of Practitioners in Advertising (IPA) has today (Thursday) published a list of UK-based online media owners that have implemented the industry standard 30Kb file size for ads, introduced last November. AOL, Orange and Yahoo!...

Virgin Retail rankings slip as it puts focus on paid search.(Virgin Retail Europe Ltd.)(Brief article)
March 1, 2007... Virgin Retail is to launch a new paid search platform after underperforming in paid search rankings. The move is intended to increase the pressure on sector rivals HMV, Play.com and Amazon. Virgin this week announced that it's to...

O2 forces off-portal vendors to adopt Payforit mobile payments.(Brief article)
March 1, 2007... O2 is demanding that all off-portal vendors using its network use the Payforit payment mechanism from 1 June. Payforit is designed to build consumer trust in purchasing content off- portal by offering a standardised payment process. ...

GCap Media sets up dedicated social network for new bands.(Brief article)
March 1, 2007... GCap Media, the UK's largest commercial radio broadcaster, is taking on MySpace by launching an unsigned bands network across its stations. The broadcaster has created Xfm Uploaded, a social network where unsigned bands can upload music...

Sempo lends its weight to bid to draw up search guidelines.(Search Engine Marketing Professional Organisation)
March 1, 2007... The debate over who should provide a code of conduct for the search community took another twist this week after the Search Engine Marketing Professional Organisation (Sempo) said it would enter the fray. Richard Gregory, COO of search...

MVNO Blyk plans free ad-backed service for UK.(mobile virtual network operator)(Brief article)
March 1, 2007... Mobile virtual network operator Blyk is planning to launch a free UK service before September, supported by highly targeted ad campaigns. Blyk is being built from the ground up to address the needs of advertisers and consumers, said sales...

Conde Nast sets target dates for relaunch of GQ and Vogue sites.(Brief article)
March 1, 2007... Publishing house Conde Nast has revealed provisional relaunch dates for its flagship sites GQ.com and Vogue.com, with the new GQ site to be unveiled in May, and Vogue following two months later. "The content of the sites has grown as our...

Editorial changes at NMA see first editor-in-chief.(New Media Age promoted Michael Nutley and Justin Pearse)(Brief article)
March 1, 2007... This week sees significant changes to NMA's editorial team. Editor Michael Nutley becomes editor-in-chief and will be responsible for the strategic development of the NMA brand, the website and the magazine's portfolio of events and awards....

BREAKING: Coca-Cola Enterprises moves to protect itself.(Brief article)
March 1, 2007... Coca-Cola Enterprises, the soft drink giant's UK distribution and manufacturing arm, has become the latest major company to invest in protecting its online identity. It has hired domain name manager NetNames to protect its web properties and...

BREAKING: Wallace and Gromit spin-off gets own site.(Aardman Animations contracts with Digital Outlook)(Brief article)
March 1, 2007... Aardman has launched a website to support its new CBBC show Shaun the Sheep, a spin-off from Wallace and Gromit: A Close Shave. Created by design agency Digital Outlook, the site includes games, clips from the show and the option to sign up...

BREAKING: Media Trust surveys charities' online views.(Brief article)
March 1, 2007... The Media Trust, which aims to help charities communicate, has joined forces with NMA to survey attitudes to new media among UK charities. It's hoping to discover how charities are using interactive technologies and what the barriers are to...

BREAKING: Rok plans to launch mobile media store.(Rok Media Store)(Brief article)
March 1, 2007... Mobile entertainment company Rok is to launch a mobile media store that will let users upload their personal music and movie collections to their PCs. Rok Media Store will also offer movies, music videos and other content to buy, for storage...

IN BRIEF: NSPCC to create base on social site Habbo Hotel.(National Society for the Prevention of Cruelty to Children)(Brief article)
March 1, 2007... The NSPCC has announced it will create a base for itself on social networking site Habbo Hotel. Habbo.co.uk attracts more than 650,000 unique users a month, many from the 11 to 18 age bracket. The charity will sponsor a Zen Garden on the site...

IN BRIEF: T-Mobile to offer poker direct from mobile portal.(T-Mobile (UK) Ltd. contracts with Cecure Gaming)(Brief article)
March 1, 2007... T-Mobile is offering its 100m worldwide customers poker directly from its mobile portal. The company has tasked gambling provider Cecure Gaming with developing poker offerings to be hosted on the games section of T-Mobile's portal. Cecure...

IN BRIEF: Rolls-Royce launches first mobile site.(Brief article)
March 1, 2007... Power systems manufacturer Rolls-Royce has launched its first mobile site, providing browsers with news and financial information. It's also looking for an internet manager to implement a content management system across Rolls-Royce's sites,...

ITV and Ministry of Sound sign banner ad deals for WAP sites.(Ministry of Sound Holdings Ltd., wireless application protocol)(Brief article)
March 1, 2007... ITV and Ministry of Sound have introduced banner advertising onto their WAP sites, and secured mobile operator O2 as an early customer. To date the off-portal sites have resisted including advertising. But both have now partnered with...

Web habits while watching TV have implications for online ads.(Brief article)
March 1, 2007... Surfing or working on a computer are the most popular activities after eating and talking that consumers perform while watching TV, according to new research released by TV advertising trade body ThinkBox. The findings could have major...

Orange takes stock of creative partners.(Brief article)
March 1, 2007... Orange is currently reviewing its digital agency roster as part of a wider review of all of its creative partners, both aboveand below-the- line. Orange said that it's looking to see how it can work with agencies not currently on its...

Alternative-reality game moves to ad-funded model.(Perplex City )(Brief article)
March 1, 2007... Alternative-reality game Perplex City is moving to an ad-funded model for season two. Mind Candy, the game's creator, is seeking sponsors to fund the ambitious puzzle-based quest prize fund, which last year was #100,000. Mind Candy is...

Film businesses revamp online strategies to rival review sites.(Pearl and Dean Ltd., Odeon Cinemas and UK Film Council)
March 1, 2007... Pearl & Dean, Odeon and the UK Film Council have this week all announced plans to become major online movie hubs, increasing pressure on sites like Empireonline and the recently launched MSN Movies. Pearl & Dean, the cinema ad giant, said...

Channel 4 looks to bring advertising on BB site in-house.(Channel Four Television Company Ltd., Big Brother)(Brief article)
March 1, 2007... Channel 4 will look to take advertising on its popular Big Brother website in-house for this year's edition of the reality TV show. The news is a blow to ad sales house Unanimis, which has handled the site's advertising over the last four...

Virtual Festivals repositions as social site with Faceparty deal.(Brief article)
March 1, 2007... Music fans will be able to interact and upload video footage to online hub Virtual Festivals, as the site looks to become MySpace for festival- goers. Virtual Festivals has become the first brand to use social networking site Faceparty's...

Save the Children looks for digital staff.(Save the Children Federation)(Brief article)
March 1, 2007... UK charity Save the Children is on the hunt for a communications director and online marketing executive as it looks to boost its digital strategy. The charity hopes that the two new roles will bring more focus to its overall media...

IN BRIEF: Tribal Group to run live webcast debates.(contracts with USP Content)(Brief article)
March 1, 2007... The Tribal Group, the consulting and professional support services specialist, has appointed streaming video specialists USP Content to produce a series of live webcasts, with the aim to promote debate around environmental and social issues....

IN BRIEF: Howzat to provide funds for TrustedPlaces.(Howzat Media)(Brief article)
March 1, 2007... Investment vehicle Howzat Media has announced it will provide social network TrustedPlaces with #500,000 of funding. TrustedPlaces is a social networking and reviews site focusing on socialising and recommending places to eat, drink and...

IN BRIEF: Equity specialist counts inquiries from soap story.(Age Partnership uses Advertising .com's AdLearn product to manage its paid search activity)(Brief article)
March 1, 2007... Equity release specialist Age Partnership reported a 120% increase in inquiries following it being mentioned in an edition of Coronation Street. The surge in inquiries was driven by search as consumers looked up 'equity release' after it...

Channel 4 to switch on-demand service over to ad-funded model.(Channel Four Television Company Ltd. contracts with Profero)(Brief article)
March 1, 2007... Channel 4 is to launch its video-on-demand service 4oD as a free, adsupported service from 26 March. The move comes as it launches a direct-response campaign through agency Profero, part of a high-profile marketing push for the service....

Leading brands create digital projects to push Red Nose Day.(Alfred Walker PLC lauched campaign site to support Comic Relief)(Brief article)
March 1, 2007... Walker's has launched walkears.com, a campaign site that's part of its support for this year's Comic Relief, aiming to raise #1m in the process. Walkears allows visitors to order the large plastic ears it has created for Red Nose Day...

eType reveals first UK and US #1m ad deal.(Jerusalem Post Publications Ltd., Kiwibox)(Brief article)
March 1, 2007... EType, the online sales and ad division of Media Initiatives Group, has announced its first combined UK and US ad deal, worth #1m a year. The signing of news site Jerusalem Post and social network Kiwibox came through the company's US...

Nuts launches exclusive video podcast series through iTunes.(Brief article)
March 1, 2007... Men's magazine site Nuts.co.uk has launched a series of video podcasts on iTunes, offering users exclusive content from its Bedroom Babes channel. The video content is available for free via iTunes and has been available for download for...

Orange to integrate its two music stores.(Brief article)
March 1, 2007... Orange UK is planning to integrate its mobile portal with its online store as part of a music roadmap that it expects to fully reveal within six weeks. Following parent company France Telecom's decision to merge its ISP Wanadoo and...

VPSurf to run branded football game across SubTV channel.(Brief article)
March 1, 2007... Media company VPSurf has partnered with student broadcaster Sub TV to launch an interactive campaign for APS prepaid cash cards. SubTV claims to be Britain's largest out-of-home TV network, running in 97 student union bars and reaching up...

Analyst Speak: Customer emails must be relevant and targeted.
March 1, 2007... In her introduction to the Direct Marketing Association's latest Email Benchmarking Report, which aggregates key response metrics from many of the leading suppliers, Jeanniey Mullen, co-founder of the Email Experience Council, argues that...

IN BRIEF: Google Apps to offer subscription service.(Brief article)
March 1, 2007... Google has launched a subscription-based version of its Google Apps business services, offering increased storage space and customer support compared to its free, ad-supported version. The Google Apps products, previously called Google Apps...

IN BRIEF: Netbooster to launch affiliate services.(Brief article)
March 1, 2007... Search specialist Netbooster is to launch affiliate services to expand its portfolio. Last year the French-owned search marketing firm partnered with Reverso, a company with specialist affiliate knowledge, but said that Netbooster needed a...

IN BRIEF: Skype to allow texts from PCs to mobiles.(partnership with TynTec)(Brief article)
March 1, 2007... Skype is to let users send test messages from computers to mobile handsets, following a partnership announced with SMS specialist TynTec. The messages will be guaranteed to be delivered within 15 seconds of sending to any mobile around the...

IN BRIEF: Infoserve revamps site to add text searching.(Brief article)
March 1, 2007... Local business directory Infoserve has revamped its website with predictive text searching, interactive mapping, and with results from its 2.7m businesses listings able to be sent directly as emails and texts. infoserve.co.uk ...

Travel search company Kayak first to sign up to Amadeus tool.(Brief article)
March 1, 2007... US travel search company Kayak has announced a partnership with Amadeus, the online technology specialist for the travel and tourism industry. Amadeus will provide Kayak with the technology to search its airline and travel site partners....

Amnesty offers new donation method.(Amnesty International)(Brief article)
March 1, 2007... Amnesty International is to launch a mobile phone donations service powered by LUUP, a mobile payment technology developed by Norwegian specialist Contopronto. LUUP allows people to donate up to #800, and provides charities with more of...

Growth in digital music still not enough to counter drop in sales.(Brief article)
March 1, 2007... Mobile music could help to slow the music industry's decline, according to research by Point Topic. The findings, which form part of its Broadband Money Makers channel, point to mobile music as a healthy stream of revenue for the...

IN BRIEF: Teenagers opt for IM over sending emails.(instant messaging)(Brief article)
March 1, 2007... Nearly three in four (72%) teenagers using instant messaging, send more IMs than emails, as do 26% of adults, according to the AP-AOL Instant Messaging Trends survey. It questioned 1,513 IM users and discovered that more than half of the...

IN BRIEF: Search engines account for 13.3% of web visits.(Brief article)
March 1, 2007... More people are visiting search engines than adult websites, according to findings from Hitwise. January saw search engines account for 13.3% of all UK internet visits, while adult websites received 11.5%. The market share of the country's...

ANALYSIS: More media owners move into ad sales.
March 1, 2007... While some online ad networks are welcoming the increased competition from Sky, Channel 4 and Orange's move into their patch, others are worried about overcrowding Last week Channel 4 became the latest major media owner to launch an...

COMMENT: Consumers now look for a quick fix.(Editorial)
March 1, 2007... Towards the end of our roundtable on web analytics on page 27, there are two remarks that sum up the conflicting arguments about the importance of branding in the internet age. Jim Sterne, chair of the eMetrics Summit, says, "I can buy...

A place for old media among the growing mass of email.
March 1, 2007... I believe that great marketing is like flirting. The advertiser flirts with the audience, intending to attract their attention. But audiences are shy of giving up this, their most precious commodity, unless intrigued, curious or their...

LETTER: What's all this fuss about Web 2.0?(Letter to the editor)
March 1, 2007... Jeff Coghlan, founder and MD, Matmi New Media Designs Like Michael Nutley (Editor's View, nma.co.uk 07.02.07), I completely fail to understand why the subject of Web 2.0 is getting so many column inches in the press. It's a complete...

LETTER: Web 2.0 is really about culture not technology.(Letter to the editor)
March 1, 2007... Lawrence Ladomery, intranet manager, BPP Professional Education The way I see it, Web 2.0 isn't about technology but a change in environment and culture: broadband and increased web awareness/savviness. Clever technology has been around...

LETTER: Keep websites simple, but highly functional.(Letter to the editor)
March 1, 2007... Matthew Tod, CEO Logan Tod & Co Uswitch announced last week that the internet will account for 40% of all UK retail sales by 2020. Logan Tod & Co also conducted online research in January to monitor online Christmas shopping trends for...

OPINION: User-generated content is a lazy way to market a brand.(Column)
March 1, 2007... At a conference last month about making money from Web 2.0 technologies, a guest speaker discussing marketing via social networks and user-generated content sites referenced six campaigns: three 'failures' and three 'successes'. He asked...

AD WATCH: British Heart Foundation gets frisky with love note campaign.
March 1, 2007... It's 06.18am Monday, I'm on the Gatwick Express, it's raining and it's half term so kids are running up and down the carriages. I've just taken a sip of my treble espresso and I've just remembered that I'm late finishing this review. ...

PROFILE - DON ELGIE: The real alternative.(Creston's chief executive officer)
March 1, 2007... As founder and CEO of Creston, Don Elgie takes the growth of the business very seriously, believing that integration of companies is crucial. Michael Nutley reports Don Elgie, the founder and chief executive of diversified marketing group...

ANALYTICS ROUNDTABLE: Measured response.(Miles Bennett, Mike Grehan, Danny Meadows, Dan O'Sullivan, Jim Sterne and Geraldine Tosh)(Discussion)
March 1, 2007... Ahead of the latest eMetrics Summit web analytics conference this month, NMA brought together measurement experts to discuss current issues and developments in the sector Dan O'Sullivan: At the moment we're trying to bring all our online...

Moves: BBC Vision Studios.(Mark Harrison promoted and Richard Williams appointed)(Brief article)
March 1, 2007... BBC Vision Studios has made two senior appointments. Mark Harrison has been promoted to head of the multiplatform, innovation and development studio. Richard Williams joins the new studio as creative director of multiplatform. ...

Moves: TBG London.(Gonzalo Baez, Rob Taylor and Svitlana Surodina appointed)
March 1, 2007... Full service agency TBG London has taken on three new members of staff. Gonzalo Baez and Rob Taylor join as search account managers, while Svitlana Surodina joins as search account executive. Copyright: Centaur Communications Ltd. and...

Moves: Maxymiser.(Mark Simpson appointed)(Brief article)
March 1, 2007... Website content optimiser Maxymiser has appointed Mark Simpson as director. He joins from Travelport, where he ran business development and search teams for OctopusTravel. Copyright: Centaur Communications Ltd. and licensors

Moves: Profero.(Francis Gilbert appointed)(Brief article)
March 1, 2007... Digital communications agency Profero has hired Francis Gilbert as senior web developer. He has six years' experience in digital communications and web development. Copyright: Centaur Communications Ltd. and licensors

Moves: Bluestreak.(Meady Tang appointed)(Brief article)
March 1, 2007... Bluestreak, provider of digital marketing technologies and services, has hired Meady Tang as account manager. Her responsibilities include managing email marketing clients and co-ordinating client programmes. Copyright: Centaur...

Moves: Tamar.(Nick Rankin, Mark Lewis and Richard Judge appointed)(Brief article)
March 1, 2007... Tamar, the search conversion agency, has announced three appointments. Nick Rankin has been hired as MD for its London and Cape Town offices, Mark Lewis joins as non-executive director, while Richard Judge becomes chief financial officer....

Moves: MPG.(Media Planning Group UK appointed Emma Thwaite )(Brief article)
March 1, 2007... Havas-owned agency MPG has taken on Emma Thwaite as its new head of marketing. Her past experience includes roles at Starcom, Leo Burnett and Bozell Worldwide. Copyright: Centaur Communications Ltd. and licensors

Moves: FremantleMedia Enterprises.(Serena Yang appointed)(Brief article)
March 1, 2007... FremantleMedia Enterprises has announced a development deal with Serena Yang to deliver a host of lifestyle titles. She has previously worked at CNN. Copyright: Centaur Communications Ltd. and licensors

Moves: Digital Stores.(Simon Coates appointed)(Brief article)
March 1, 2007... Online retailer Digital Stores has announced the appointment of Simon Coates to the newly created position of product director. His new responsibilities include overseeing the account management, catalogue and marketing departments. ...

Moves: Claranet.(Olivier Beaudet appointed)(Brief article)
March 1, 2007... Service provider Claranet has appointed Olivier Beaudet to group COO. His strategy for the group includes investing in the rollout of new services across all countries. Copyright: Centaur Communications Ltd. and licensors

Moves: Live Nation.(Tony Robinson appointed)(Brief article)
March 1, 2007... Live Nation, the concert search engine, has taken on Tony Robinson as senior VP of international marketing partnerships. He joins after seven years at MTV Networks International. Copyright: Centaur Communications Ltd. and licensors

SITE INSPECTION: Potholes.(Warranty Direct created campaign site provide damage estmation caused by potholes)(Website overview)(Brief article)
March 1, 2007... Potholes.co.uk Owner: Warranty Direct Agency: Netro42 Content 10/25 Usability 25/25 Branding 12/25 Monetisation 25/25 Total 72/100 Potholes.co.uk is a campaign site...

SITE INSPECTION: Royal Navy: Life Without Limits.(Website overview)(Brief article)
March 1, 2007... Careers.royalnavy.mod.uk/ Owner: COI Agency: Twentysix London Content 22/25 Usability 18/25 Branding 21/25 Monetisation 10/25 Total 71/100 For the many people...

SITE INSPECTION: Cadbury Creme Egg.(Website overview)(Brief article)
March 1, 2007... Cremeegg.co.uk Owner: Cadbury Creme Egg Agency: CMW Interactive Content 15/25 Usability 17/25 Branding 25/25 Monetisation 13/25 Total 70/100 For me nothing says Easter...

FULFILMENT: focusdiy.co.uk.(Website overview)(Brief article)
March 1, 2007... Founded: 1999 Selection A huge selection of well-priced DIY and gardening products. Technical problems Lots of technical holes in the shopping basket make for a frustrating experience. The Back buttons don't really work and...

Cricinfo 3D cricket coverage could undermine Sky's rights.
March 8, 2007... Cricket portal Cricinfo will launch a near-real-life online broadcast next week that experts have warned could infringe Sky's exclusive rights to the Cricket World Cup in the West Indies. The service could render useless the hugely...

Virgin signs cross-platform ad deal.(Virgin Media Group Ltd. contracts with Twentieth Century Fox Film Corp.)(Brief article)
March 8, 2007... Virgin Media has signed its first cross-platform ad deal, running one campaign across both its broadband and mobile platforms. The media company has signed a deal with 20th Century Fox, which is believed to run into six figures, to promote...

AOL departures leave agencies uncertain.(Andy Jonesco and Phil Guest)
March 8, 2007... Digital agencies have raised doubts over committing long-term ad budgets to AOL UK, in the wake of two top-level resignations at the company. MD Andy Jonesco and director and head of commercial development Phil Guest have both left the...

Premium-rate providers body meets Ofcom over ITV move.(Office of Communications, Network for Online Commerce)(Brief article)
March 8, 2007... UK regulator Ofcom and premium-rate services trade body the Network for Online Commerce (NOC) met yesterday (Wednesday) to assess the fallout from ITV's decision to halt all interactivity with its TV shows. The NOC, which represents the...

Film studios unite over site to promote Blu-ray DVD format.(Brief article)
March 8, 2007... Leading film studios including Sony Pictures, Walt Disney and 20th Century Fox have joined forces to produce a pan-studio site for Blu- ray, the new high-definition optical disc format. The site, developed by Greenroom Digital, is to go...

Top football clubs snub YouTube over concerns about copyright.
March 8, 2007... Three of the Premiership's big four football clubs have expressed reluctance to launch channels on YouTube. Manchester United, Liverpool and Arsenal have demanded user-generated content sites, including YouTube, do more to protect...

Guardian Unlimited adds branded radio player to music site.(Brief article)
March 8, 2007... Guardian Unlimited has launched a free streamed music service, GU Radio, playing pop or classical music while users browse the site. The player is accessible from guardian.co.uk/music and sponsored by Intel in a deal that will include...

Land Rover offers extra footage online in Discovery campaign.(contracts with HTW (formerly Wunderman Interactive))(Brief article)
March 8, 2007... Land Rover has launched an integrated campaign for its Discovery model. The digital element by HTW (formerly Wunderman Interactive) runs in conjunction with a series of TV ads featuring a documentary maker filming a plane from the back of...

Beck's plans integrated push for festival.(contracts with Meme London)(Brief article)
March 8, 2007... Beck's, the German beer brand, is to launch a high-profile integrated campaign to promote Beck's Fusion, a music and arts festival taking place in various locations around the UK. It will include major events in London's Trafalgar Square...

BREAKING: Woot!media picked to run Intel-testing tournament.(Brief article)
March 8, 2007... Intel has appointed online sales house Woot!media to create and advertise an online gaming tournament in support of its Core 2 Extreme processor. Woot!media is partnering with ad group Universal McCann on the project, which will call for the...

BREAKING: Christian Aid appoints GB Group to up donations.(Christian Aid Mission)(Brief article)
March 8, 2007... Christian Aid has appointed data specialist GB Group to help increase donations from existing and new donors in the run-up to Christian Aid Week from 13-19 May. GB Group, which works with a number of UK charities including the NSPCC, RSPB...

BREAKING: Fingal to update Daks site to match stores.(Daks Simpson Ltd.)(Brief article)
March 8, 2007... Luxury clothing retailer Daks has appointed integrated marketing agency Fingal to revitalise its website. Fingal's brief is to create a new look and feel for the site, bringing it in line with Daks' recently refurbished stores. ...

BREAKING: Nivea uses viral alone to push cellulite product.(beauty products)(Brief article)
March 8, 2007... Beauty brand Nivea launched its GoodbyeCellulite product through a purely viral campaign on Tuesday. A comedy video seeded on Boreme and Kontraband features a gospel choir singing goodbye to cellulite. nivea.co.uk Copyright: Centaur...

BREAKING: Shopping.com considers move into mobile.(Brief article)
March 8, 2007... Price comparison site Shopping.com is considering options within the mobile space, according to new UK MD Matt Hardcastle. Any move would follow hot on the heels of Pricerunner, the ValueClick-owned comparison site that last month launched a...

IN BRIEF: ASOS.com to reintroduce affiliate marketing.(Brief article)
March 8, 2007... ASOS, the pure-play fashion brand, has announced that it will reintroduce an affiliate marketing platform after cancelling its previous affiliate work at the end of last year. "Next year we'll reintroduce affiliate marketing but as it should...