Revolution articles from October 2003

Revolution archives from October 2003

Letter from the editor.(book and CD retailing and the Internet go together)(Brief Article)
October 9, 2003... Like Lennon and McCartney, and peaches and cream, book and CD retailing and the internet go together. It is long established (well, for two years, at least) that relatively low-value products, which come in regular packages and don't have to be...

Tesco.com joins forces with lastminute.com for travel site.(Brief Article)
October 9, 2003... Tesco.com has teamed up with lastminute.com to launch a travel web site. Consumers will be able to search for the best deals on flights, holidays, hotels and car hire on the site (www.tesco.com/travel) while earning Clubcard points on all...

Enter now for Revolution's Awards 2004.(Yahoo! UK & Ireland will be the headline sponsor of next year's Revolution Awards)(Brief Article)
October 9, 2003... Yahoo! UK & Ireland has signed up as headline sponsor of next year's Revolution Awards for the fourth year running. The 2004 awards, which are endorsed by the DMA, have been expanded to contain three new categories: best public sector...

Cereal Partners in web push for brand.(Brief Article)
October 9, 2003... Cereal Partners has developed an interactive microsite (www.cookiecrisphowl.co.uk) in an integrated campaign to launch its Cookie Crisp brand in the UK. The site, featuring brand-icon Chip the wolf, was created by Saatchi & Saatchi and is...

DEALS: Ghd to feature on Channel4.com.(haircare brand Ghd will feature on the site for Channel 4's reality program 'The Salon')(Brief Article)
October 9, 2003... Ghd, the haircare brand, is to feature on the site for Channel 4's hit reality TV show The Salon as part of a pounds 1.3 million sponsorship deal for its second series. The brand will appear on the home page of Channel4.com with its branding...

DEALS: Scotland On Line partners with The History Channel.(on a genealogy project)(Brief Article)
October 9, 2003... Media-owner Scotland On Line has partnered with broadcaster The History Channel in a genealogy project to help people who want to research their family background. The deal means the channel's new Family History Project programme will feature...

DEALS: Telewest Broadband and Childnet International join forces.(Brief Article)
October 9, 2003... Telewest Broadband has joined forces with children's web charity Childnet International, which works to make the internet a safe place for kids. Telewest will educate its blueyonder users on protecting them online and will include the charity's...

DEALS: Premium TV to syndicate football content to mobile operators.(Brief Article)
October 9, 2003... Premium TV will syndicate official football content to mobile operators, following club logo deals with T-Mobile and Orange. The online network, which has official online and mobile football rights from 80 Premier League, Football League and...

DEALS: Air France expands deal with Hertz.(Brief Article)
October 9, 2003... Air France has expanded its corporate deal with car-rental service Hertz to give customers better rates globally through its web site (www.airfrance.com/uk). Recently, Air France partnered with WWTE and now offers customers online hotel...

DEALS: Travel Channel to sell broadband content on its site.(Brief Article)
October 9, 2003... Global TV broadcaster Travel Channel is to sell broadband content on its site for the first time. Travelchannel.co.uk will offer paid-for video content under its travel Bug brand, following a deal with BT click&buy to use its payment mechanism....

DEALS: Coral Bookmakers to distribute discs.(for Virgin.net to customers in its 955 outlets)(Brief Article)
October 9, 2003... Coral Bookmakers is to distribute registration discs for Virgin.net to customers of its nationwide chain of 955 outlets. Customers who sign up to the ISP's access service will be given a free pounds 10 online bet at Coral.co.uk. The bookmaker...

DEALS: Telegraph.co.uk teams up with Savoy Group.(on a contest and marketing campaign)(Brief Article)
October 9, 2003... Telegraph.co.uk has teamed up with the Savoy Group to offer readers the chance to win prizes and access to exclusive offers. The Savoy Group will run advertising until 25 October across the telegraph.co.uk network promoting the campaign. This...

Dealgroupmedia to link with Webgravity.(Brief Article)
October 9, 2003... Online marketing group Dealgroupmedia, whose clients include William Hill, Comet, John Lewis and Powergen, is set to merge with search-engine specialist Webgravity to expand its portfolio of services, which includes network ukaffiliates.com....

Breast cancer charity unveils revamped site.(Breast Cancer Campaign)(Brief Article)
October 9, 2003... Charity Breast Cancer Campaign (BCC) is promoting its revamped web site (www.wearitpink.co.uk) with a viral marketing promotion. The site, created by technology company FAB Enterprises & Innovations, aims to promote BCC's 'wear it pink'...

Nestle uses SMS campaign to create a buzz for KitKat Kubes.(text message campaign)(Brief Article)
October 9, 2003... Confectionary giant Nestle is targeting 16 to 25-year-olds with text messages as part of a pounds 6m three-month promotion for brand variant KitKat Kubes. The campaign, which was created by mobile marketing agency Aerodeon, aimed to create...

Good month/bad month.(St Philip and St James Anglican Church in Bath joins Telewest and takes its service online)(Brief Article)
October 9, 2003... It could be said that every month is a good month for God, but September was particularly fruitful as it saw the UK's first webcast Sunday service. St Philip and St James Anglican Church in Bath joined Telewest to take its service online, and...

JUST BREAKING: Top 10 breaking banners by impressions (1-31 August 2003).(a ranking of banner ads)(Brief Article)(Illustration)
October 9, 2003... 1 British Telecom Worried about your phone bill? 2 Empire Direct Same product, different price 3 Guardian Newspapers Visit our broadband guide, Guardian Unlimited 4 O2 6,000 texts a year 5...

Revamped Which? Extra goes live with a mixed-media push.(Which? magazine relaunches its 'Which? Extra' online site)(Brief Article)
October 9, 2003... Which? Extra, online companion to Which? magazine (www.which.co.uk/whichextra), has relaunched. Giving extra value exclusively to Which? subscribers, the web site now offers more more testing and up-to-date data. Prices in key areas will...

Five supports shows with new-look site.(promoting television programmes)(Brief Article)
October 9, 2003... Five has launched a new-look web site (www.five.tv), designed and created by digital agency Lateral and technical firm NeoWorks. The site supports key strands and programmes on the channel, including Five Movies, Milkshake, The Wright...

HMV gives users its first online job shop.(to recruit via web site)(Brief Article)
October 9, 2003... HMV, the music, DVD and games retailer, has launched its first careers web site. Hmvcareers.co.uk has been built and designed by new-media agency beech2, the digital arm of BDS Beechwood. The site aims to recruit new personnel through...

Capri-Sun uses web game to draw kids.(Brief Article)
October 9, 2003... Coca-Cola Enterprises has put digital media at the heart of its current Capri-Sun promotion, launched last month, by targeting seven to 12-year-olds with an online burp competition. Kids can access a game created by digital agency...

ACCOUNT WINS.(advertising accounts)
October 9, 2003... Male hair brand Brylcreem has chosen mobile-marketing firm Aerodeon to back its first pan-European SMS sampling push. During the eight-week campaign, from August to October, Brylcreem will give out Next Generation Ultra Gel samples to young men...

OWEN ON DIGITAL MEDIA: Success lies in the eye of the beholder, not the marketer.(a discuss of what makes a branding campaign successful)
October 9, 2003... When you're as close to a brand as most marketers and their agencies are, it can be hard to view it through the eyes of the consumer. And it's all too easy to succumb to unrealistic expectations and beliefs. How many times have you heard...

Columbia TriStar in Hotmail promotion.(for new film Bad Boys 2)(Brief Article)
October 9, 2003... Film distributor Columbia Tri-Star has become the first advertiser to use streaming video ads on MSN Hotmail in the UK to promote new film Bad Boys 2. The ads use Simplicity Marketing's Flashtalking technology and feature a 30-second...

Charity for the deaf raises online profile.(RNID marketing)(Brief Article)
October 9, 2003... RNID, the charity for the deaf and hard of hearing, is targeting young people with a microsite to raise awareness of the risks of loud music. Dontlosethemusic.com, created by digital agency Moonfish and launched last month, contains 'safe...

Dabs.com revamps to entice new users.(Brief Article)
October 9, 2003... Dabs.com is relaunching its web site in a bid to expand its appeal to a wider audience. The electronics e-tailer, which has just opened its first store offline at Liverpool John Lennon Airport, wants to attract consumers with less...

This is Money aims to broaden appeal.(personal finance web site marketing)(Brief Article)
October 9, 2003... Personal finance web site This is Money aims to attract more users ahead of a relaunch with a six-figure offline ad campaign. The Associated New Media-owned site (www.thisismoney.co.uk) hopes to appeal to less financially-savvy users with a...

Hertz signed up by OTC in exclusive deal.(Hertz signs a two-year deal with the Online Travel Corp.)(Brief Article)
October 9, 2003... Car-rental firm Hertz has signed a two-year deal with the Online Travel Corporation to become its exclusive car-rental supplier. Hertz will supply car-rental content to all OTC's own-brand and white-label sites, of which it owns or powers...

Levi's beefs up its European presence.(adds to its website)(Brief Article)
October 9, 2003... Levi's Europe has upgraded its site with games, new products and an 'image-mangling' engine to push its Teenage Kicks line and new autumn product range. Games added to Levi's Europe site (www.eu.levi.com) include a...

GRIFFITHS ON MOBILE: Price may be vital, but brand value still attracts customers.(a disucssion of 3's launch)
October 9, 2003... Price is important, but with a new medium like 3G, price can even be controversial. When 3 discussed its launch at the end of last year, the talk was of high-end users, premium services and winning the big-spending high ARPU (average revenue...

TIME THIEF: Omaid Hiwaizi, director, Difference of hhm, takes us through his day.(Brief Article)
October 9, 2003... 37.5% Board meetings I usually call them bored meetings, but this one got us right inside how we're going to restructure our business, leaving behind the 50s American ad agency department structure we all adopt by default. 21.5% Driving...

Students targeted online with fire safety campaign.(Brief Article)
October 9, 2003... The Office of the Deputy Prime Minister and the National Community Fire Safety Centre are targeting young people online as part of an integrated pounds 1.6 million media campaign launched last month. The aim is to raise awareness of smoke...

Hello! enhances online service with searchable news archive.(Brief Article)
October 9, 2003... Hello! magazine has improved its online subscription offering with the launch of a searchable news archive. Users will be able to search through all news stories that have appeared on the free-access site since it was launched in April...

TNT focuses on community side of site.(TNT Magazine redesigns web site)(Brief Article)
October 9, 2003... TNT Magazine has redesigned its web site (www.tntmagazine.com) to boost its appeal to independent travellers. 'Our previous site was more of a reflection of our printed magazine, but we are trying to position ourselves as an online...

SafeBuy will charge members to join up.
October 9, 2003... SafeBuy, Software Research's web kitemark scheme launched last month, is to charge retailers pounds 145 + VAT to sign up. The scheme is meant to fill the gap left by the Consumers Association's (CA) Which? Web Trader scheme, which had been...

PERFORMANCE INDEX.(web site rankings)(Brief Article)(Illustration)
October 9, 2003... The Revolution Keynote Performance Index measures the performance of 20 representative sites from across the digital economy in terms of speed of loading and site availability. The top 10 are featured each week, and the worst performing web...

GAFFNEY ON AMERICA: Across the pond, big brands know what's good for them online.
October 9, 2003... I'm cynical. I don't believe the politicians who predict an upturn. I think Beckham left for the money. I don't believe Britney didn't know that kiss with Madonna would last so long. Same thing with internet advertising. I've heard too many...

MOVING ON UP: Appointment at Flextech Television.(Simon Gunning is the new controller of interactive programming)(Brief Article)
October 9, 2003... Simon Gunning is the new controller of interactive programming at Flextech Television. He will head the interactive programming department and work alongside channel controllers to deliver interactive strategy. He joined Flextech in 2000 as...

MOVING ON UP: Appointment at Lastminute.com.(Vijay Solanki named UK marketing direct)(Brief Article)
October 9, 2003... Lastminute.com has appointed Vijay Solanki, departing music and marketing director of mobile music firm Shazam Entertainment, as its UK marketing director. He has some 10 years' experience of senior marketing at Capital Radio, IPC ignite! and...

MOVING ON UP: Appointment at itraffic.(copywriter Steve Whiteley and art director Oliver Robinson to work on various accounts )(Brief Article)
October 9, 2003... Interactive marketing and ad shop itraffic has hired copywriter Steve Whiteley and art director Oliver Robinson to work on various accounts such as British Airways. Anna Odero (pictured) becomes account director, heading the online creative...

MOVING ON UP: Appointment at Multimap.(Chris Warrick named development director)(Brief Article)
October 9, 2003... Chris Warrick becomes development director at Multimap, the online-mapping services provider, whose clients include Ford Europe and Intercontinental Hotels. His remit covers all software, product and project development. He was managing...

MOVING ON UP: Appointment at Draft London.(Simon Bucknall named production manager, digital)(Brief Article)
October 9, 2003... Draft London, the relationship marketing agency, has made Simon Bucknall, former senior producer at Camelot, production manager, digital. He will manage the delivery of digital campaigns, working on a client base that includes Saab. This is his...

MOVING ON UP: Appointment at E3 Media.(Brief Article)
October 9, 2003... Bristol-based digital agency E3 Media, whose clients include Orange and Cadbury, has headhunted two new executives from BIMA and Euro RSCG Circle. Jonathan Moore, marketing director of British Interactive Media Association and former group...

MOVING ON UP: Appointment at ValueClick.(Alex Abbott named technology sales manager )(Brief Article)
October 9, 2003... ValueClick has appointed Alex Abbott as technology sales manager for Mojo Mail, its hosted email marketing technology. He joins from Experian where he spent more than three years in business development.

MOVING ON UP: Appointment at Opera Telecom.(James McNab named as marketing manager)(Brief Article)
October 9, 2003... Opera Telecom, the premium-rate mobile services firm, has named James McNab as marketing manager. McNab will be responsible for the international branding, positioning and promotion of Opera Telecom's white-label mobile services products. Prior...

MOVING ON UP: Appointment at Liquid Communications.(Rachel Sainsbury named as director of interactive )(Brief Article)
October 9, 2003... Promotion and relationship marketing agency Liquid Communications has hired Rachel Sainsbury as director of interactive from KLP Euro RSCG, where she was director of interactive. Prior to KLP, she was a producer at ninemsn.com.au in Sydney,...

MOVING ON UP: Appointment at Aerodeon.(Chris Bourke named UK managing director)(Brief Article)
October 9, 2003... Mobile marketing agency Aerodeon is undergoing a management restructure as part of its global expansion. Chris Bourke, managing partner and cofounder, will head up the UK business as managing director, Aerodeon UK. He has worked at both IBM and...

MOVING ON UP: Appointment at Pure.(Jon Bains named non-executive director)(Brief Article)
October 9, 2003... Pure, the web email and SMS delivery firm has appointed Jon Bains, chairman of digital communications agency Lateral, as its non-executive director. He will be responsible for refining and focusing Pure's offering to agencies and blue-chip...

MOVING ON UP: Appointment at Monster Worldwide.(Kim Walma, head of UK marketing; interview)(Brief Article)
October 9, 2003... Kim Walma has been appointed head of UK marketing at Monster Worldwide. She will be responsible for b2b and b2c marketing strategies for its two divisions: UK careers web site Monster.co.uk and TMP Worldwide Advertising and Communications, the...

Argos revamps web shopper experience.(Brief Article)
October 9, 2003... Argos is promising shoppers that they will be able to choose products from its 12,000-item online catalogue in just three clicks on its relaunched web site (www.argos.co.uk). Users have the option of paying online for one, all, or some of...

MyVillage launches SmartFlirts service.(Brief Article)
October 9, 2003... UK local entertainment network MyVillage.com has joined forces with SmartFlirts, the international flirting community, to create a new content service for MyVillage users. It marks the first major UK site signing for Orion Information...

Great Ormond Street targets older people.(Great Ormond Street Hospital Children's Charity website marketing)(Brief Article)
October 9, 2003... Great Ormond Street Hospital Children's Charity is relaunching its site to target older people and generate more income. The site (www.gosh.org) has two key new features: a celebrity photo gallery of famous supporters; and a child, family...

PANKHURST ON DOTCOM LIFE: A functional site is good, but emotions build a strong brand.(Friends Reunited)
October 9, 2003... I have to say how pleased I am about Friends Reunited topping Revolution's digital top 40 of brands last month. I feel it is important because we've reached the stage in the site's lifetime where people wonder if its success is a flash in the...

Cancer Research UK targets legacy givers.(Brief Article)
October 9, 2003... Cancer Research UK has unveiled a microsite to maximise income from legacies, which account for almost half its income. Digital agency DNA developed the site (www.cancerresearchuk.org/legacies), which is part of the charity's strategy to...

Full Circle provides bespoke content.(Brief Article)
October 9, 2003... UK fashion label Full Circle, which has concessions at various department stores, such as Dickins & Jones, Fenwicks and Harrods, is launching a brand new web site. The site (www.fullcircleuk.com), designed by digital production company...

MY INBOX: Ian Price chief executive of BT click&buy.
October 9, 2003... Ian Price chief executive of BT click&buy, believes that opt-out undermines consumer trust in a web site and the value of its content. What percentage of the emails you receive are marketing? Less than 10 per cent. I'm quite promiscuous...

Dabs.com to raise brand profile offline.(Brief Article)
October 9, 2003... Technology online retailer dabs.com has made its offline debut and opened its first shop at Liverpool John Lennon Airport to raise its brand profile. If sales go well, dabs.com hopes to open up to six more retail outlets across the UK. But...

Vital statistics.
October 9, 2003... This month How can intelligent ad-targeting be used to reach 'peak time' audiences on the web, asks Charlotte Goddard. When it comes to TV and radio, marketers know when their ads should appear in order to reach and target a mass audience....

Auto Trader teams up with What Car?(Brief Article)
October 9, 2003... Auto Trader has teamed up with What Car? to receive content and vehicle data for its web site. Autotrader.co.uk will take a daily feed of What Car? news, road tests and features, which have been repackaged to fit in with the design of the...

ANALYSIS: Will a pounds 10m CD-Rom add readers?
October 9, 2003... In the notoriously cut-throat world of newspaper publishing, digital has long been a weapon in the battle to build - and prevent falls in - circulation. From Electronic Telegraph and Guardian Unlimited in the 90s to News International's...

ANALYSIS: Fighting spoofing at the front line.
October 9, 2003... Online identity is key for brands. Unfortunately, protecting it is becoming more difficult with spammers - in some cases, people looking to steal money or financial details - forging or 'spoofing' identities. Barclays is the latest...

ANALYSIS: Controversy works for online ads.
October 9, 2003... It is probably safe to say that the Advertising Standards Authority (ASA) wouldn't look too favourably on a campaign based on a 'snuff' movie. But, online, it appears to be a different story. 'What companies do on their own sites is not in...

VOX POP: When does a trade web site add value to a brand?
October 9, 2003... Can brands add value to their relations with retailers online? Think of brand sites and you tend to think of consumer sites, but for most brands, third-party retailers need one of their own. Retailers are the essential middlemen providing a...

EDITORIAL: When is a web address a good ad?(Editorial)
October 9, 2003... If there's anything that shows just how integrated digital has become in the marketing mix, then it is the proliferation of web addresses springing up all over packaging and posters, and TV and radio ads. Naturally, this is good news for...

COMMENT: Digital provides main revenue stream for Wembley.
October 9, 2003... Recently, the FA has had a successful time using digital to build its brand through its site (www.TheFA.com), but even then we've been a little surprised by how much it has contributed to the progress of projects like the new Wembley national...

SHOPPING: Review - Some like it hot, but net left me cold.
October 9, 2003... It all started on the hottest day of the year. My brother was over in France and became obsessed: was it a record-breaking temperature? Just how hot was it really? I decided to fuel his obsession by buying him a thermometer for his birthday....

SHOPPING STATS: Other sectors catch up books and CDs.
October 9, 2003... As online shopping continues to rise, categories such as clothes and travel are making their mark. According to the best gossip magazines, pop idol Justin Timberlake is feeling just a little bit left out because of the amount of time his...

SECTOR CHECKER: Great on presentation, but Stella misses a few tricks.
October 9, 2003... The OTHER media's Jonathan Briggs is very impressed by the look and content of Stella Artois' sites, but suggests it could improve the dialogue. Web: www.stellaartois.co.uk, www.stellascreen.co.uk Developer: Lowe Plus The new...

REVOLUTION FORUM REVIEW: 10-12 November, The Oxford Belfry.(upcoming forum planned)
October 9, 2003... Revolution is delighted to invite digital marketers to apply for a free ticket to the third Revolution Forum. Attended by senior digital and new-media marketers from all sectors, the event is a great opportunity to do business. You will be able...

HILTON PLANS FIVE-STAR SITE.
October 9, 2003... Hilton International is to truly bring its brand of sophistication and glamour online, as senior vice-president Tim Davis, informs Emily Booth. If Paris and Nicky Hilton have done anything apart from making the girls in the Revolution...

DOMAIN NAMES: Make a name for yourself.(Industry Overview)
October 9, 2003... Research undertaken by NetNames found that a massive 80 per cent of press ads and half of TV ads use domain names. 'Have a break', 'The future's bright', 'It's too orangey for crows'. Snappy slogans have been at the heart of marketing...

CRM: The foreseeable future.(Industry Overview)
October 9, 2003... Predictive analytics is the next step for CRM, but is it really possible to predict customer behaviour? Customer relationship management (CRM) has always seemed like a great idea. The ability to segment people into groups, according to...

THE REVOLUTION MOBILE REPORT: Up2date with the power of text.
October 9, 2003... The first text message was sent on 3 December 1992, from a computer to a mobile, to say 'Merry Christmas'. Since then, the mobile industry hasn't looked back, as what was conceived as a business-to-business service for engineers and the...

THE REVOLUTION MOBILE REPORT: SMS: What has SMS ever done for us?(Industry Overview)
October 9, 2003... SMS has many other uses in the business field other than just marketing products. Robert Gray reports. R u ready 4 some gr8 commercial opportunities? It's all too easy to underestimate the ways you can use mobiles in a business context....

THE REVOLUTION MOBILE REPORT: Mobile CRM - CRM moves with the times.(Industry Overview)
October 9, 2003... Mobile CRM can bring a personal touch to communicating with customers, as Philip Smith discovers. Customer relationship management, or CRM, has become an established sector, even if it has taken time to live up to its promise. However, it...

THE REVOLUTION MOBILE REPORT: We've got your numbers.(Industry Overview)
October 9, 2003... Revolution brings you a round-up of the key facts and figures on mobile marketing. We're all familiar with those surveys that base their findings on the opinions of 10 people in an office and their mates. But marketers rely on research and...

CRM 2003 SHOW PREVIEW: This year's event turns away from its previous focus on technology to presenting the business case for CRM, writes Simon Clarke.(Industry Overview)
October 9, 2003... Customer relationship management has had something of a chequered history, being oversold as a miracle cure. 'CRM was hyped and delivery, while broadly successful, didn't live up to expectation,' says James Coleman, senior marketing manager at...

The Revolution Masterclass on Targeting students.(Industry Overview)
October 9, 2003... Marketers are going online to attract net-savvy students, hoping to find a customer for life, even targeting them at school, says Charlotte Goddard. Their motto is 'live now, pay later', they have an average weekly disposable income of...

TRAILBLAZER: Cat among the pigeons.
October 9, 2003... Workers can now find out how much they're paid in comparison to their colleagues, as PayFinder.com's Viv Andrews reveals to Charlotte Goddard. Sex, politics and religion are meant to be the topics you don't bring up in polite conversation,...

CREATIVE REVIEW.
October 9, 2003... David Warner is responsible for directing interactive consultancy Oyster Partner's creative vision and strategy. He has extensive experience in interactive design on both sides of the Atlantic, including time at Razorfish New York. 'The...

CAMPAIGN OF THE MONTH.
October 9, 2003... Campaign: Summer of your Life Client: Loaded magazine Agency: KHWS Response Marketing/Sponge Background: After running various web promotions and competitions, Loaded was aware that its readership was receptive to online methods of...

TERMINATOR 1: Captain's log: boldly going where no book has gone before ..
October 9, 2003... When I was in the second year of senior school, fashionable obsessions included Bros and Neighbours. However, my friend and I took it upon ourselves to obsess over Star Trek. Lonely in our chosen path, we took to writing notes to potential...

TERMINATOR 2: Another fad that is hair today and gone tomorrow.(moustaches are trendy again)(Brief Article)
October 9, 2003... Just when you thought it was safe to work in new media without sporting a Hoxton Fin, baggy Evisu jeans and a skateboard, another digital fashion trend is lurking on the horizon. Veterans of the new-media style wars of 2000 will recall how...

TERMINATOR 2: Modest Jeeves doesn't rate his search engine.(Brief Article)
October 9, 2003... Aficionados of butler-bothering search engine Ask Jeeves have long known that there are some questions he will answer directly as well as providing links. 'Do you have an evil twin?' provokes the answer 'No, no, that's just a scurrilous...