Yeah, I'm so glad you brought up engaged audience. That's what I want to talk about. Kind of stepping back a little bit again, from the audience analytics perspective. One thing I noticed at organizations, not just NPR not just in news, but in other organizations as well, is this kind of focus on the bottom of the funnel where like that final step of getting someone to convert and then also the top of the funnel, so just to make sure we're all on the same page about what the funnel is, it's basically visualizing an audience's journey or like their status of relationship with us. So at the top of the funnel, those are people who are just, you know, reading one story occasionally, they're kind of fly by users. They see one post they listen to one podcast episode once in a while, and then as you go down the funnel, they're getting more engaged, right, so they're coming back more often reading more stories, subscribing, doing stuff cross platform. And then finally for us, like that's that ultimate conversion of of donating is the the bottom of the funnel. And so like I said, there's a lot of like rallying behind the bottom of the funnel and there's entire teams dedicated to that. And then there's a lot of focus on the top of the funnel which is because it's often kind of like represented by numbers that can get kind of scary if they're dropping, or really exciting when they go up. So that would be just like, total users on your website. And that number is very much fluctuating based on those fly by users by those top of the funnel people and what doesn't get as much attention is like everything that happens in between, right? So when someone comes to the site for the first time, they're not going to magically become a donor eventually, like they have to do so many other things. And for NPR, for NPR, with a donation model, it can take years and so I'm always pushing through all the stuff that happens in between, but I might not see the fruits of that labor for a very long time. But I'm very much committed to that. And so it's not as exciting. But it's something that I'm always pushing for within NPR outside of NPR. And so those are things that basically get someone to go down one rung down to the bottom of the funnel. So for us, we know on the website, people who will be moving backwards from people who donate we know people who donate are more likely to be very, very loyal, consuming multiple pieces of content, etc. And so then how do we get people to be very loyal? We know that they have to read multiple pieces of content in sessions to want to come back to how do we get them to read more stories, right and so that, you know, can we design the website to make it more conducive to those longer sessions? Can we have better suggested stories with catchy headlines? How do we just improve our content in the first place to get people to recirculate and stay on the site? So it's much like the smaller engagement pieces, and it creates this kind of sustainable middle of the funnel to eventually hopefully be kept more donors.