Thanks, Valerie. Okay, so now that we've taken all these steps of the pipeline, let's bring it all together and start to build a strategy that you can start off platform for targeting this young and diverse audience. Like we just established these individual individuals are on social right now. So I think the easiest first step that you can take to target this audience is to take stock of your social presence. I think it's an investment well made you know, building out your off platform identity, and it'll pay back in dividends when you know, these young audiences decide to turn that support from follow to subscribership. So building the strategy begins with thinking about how you're going to curate these platforms. What do you have to offer? What are you publishing on site, in your print editions in your, like desktop editions? And how can you bring that to an audience? Off platform? So there's three things you can consider to answer that question. So first, is finding where your content offerings on platform overlap with the content that is of interest to younger audiences? To find that one way is to look at the data. Luckily, our newsrooms are equipped with metrics that inform and quantify the success of content. You know, we can look at the subject matters of the content that your young audiences or your yellow followers are engaging with. I know what the journal we often look at click through rates as a measure of success, but also like vanity metrics, like likes and saves and shares, you know, your benchmarks of success, and which ones you want to reach and focus on and just, you know, look at those numbers to see where young audiences are surpassing those benchmarks. And, you know, give more of what they want. They're telling you what they want. They're engaging, and just bring it to them off platform. The next way to identify these pieces of content or the subject matters, is open conversations. So that means among your audience teams among your social teams, find these ways and times to prompt conversations about what do people like and what do they actually personally engage with? Off platform. You know, like, I think these conversations can happen naturally. Like, I know we do this on our team a lot and we just find ways to talk and bring up topics like, you know, if it's like, like the grimace milkshake, do you remember that? Yeah, that was like a big conversation in the newsroom. And, you know, among my team, we were talking about that. And, you know, we found ways to bring that to our social audience at the journal which you know, I don't think people necessarily thought that the Wall Street Journal would report on the grimace smoke shake, but we did. Which I think is a fun way that you know, we get to we get to do things like that, but that's, obviously I'm a younger audience member and I also find that like, interesting so I'm glad we can like reach audiences with topics like that. I don't know how often grimace milkshake will come up. But you know, somebody to keep in mind an example. Okay. Okay, so the next thing is important, useful and engaging, what stories are important, useful, engaging stories that young audiences, as we've discussed, you know, here that resonate with them hit on these kinds of three qualities when taking into account your content offerings on platform, ask yourself to identify whether this content mat matches up with these qualities. And finally, I'm thinking thinking about curating content for social. Remember, you shouldn't ostracize your existing readership as legacy news organizations we know who our readership is. But if you're trying to reach new audiences, you should not depart from the brand that you've established, but introduce social audiences to a wider view of what you can be the Christmas milkshake again, we didn't ostracize our older audience, but we're bringing in a new audience but the next part is the final part now. Okay, now that you've identified the breadth of content and subject matters that you will offer on social, how and where do you package the stories in a way that best represents the information to the target audience. My work day to day at the journal focuses on thinking about this challenge, specifically on Instagram. Our goal is presenting stories that meet the subject matter desires of our audience, but also offers impactful visuals because you know of the nature of the platform. It's a visual platform on Instagram. And of course, we're also meshing all that with keeping in mind our responsibility to maintain our brand's voice. So the visual part of it is, as you can see here, we have a good variety of things that we pull from on the website or from elsewhere or all of our minds, we come together to create these bespoke pieces of content. And the visuals I mean, the obvious things are like photos or graphics, some sort of font of illustration, or things like that, but it's also the display text. You really should always keep those things in mind, like Mallory mentioned about like, using your tone of voice in these headlines and making it match with the platform. And in all that it's also making sure that you're keeping things brief. And like, very easily digestible when people are scrolling on their phones in a quick way. So yeah, I think that's most of what I wanted to say. Lastly, we'll go through the takeaways here. The too long didn't report if you didn't want to watch the rest of this presentation. points that we've made so far, create a safe environment before you hire bipoc and expect the UN expect the world from them. Yeah, okay. Let your target audiences tell their own stories. Embrace variety and non traditional story formats. Think of your journalism as a product, meet readers authentically, where they're at the member, experience and personality. And finally, build a strategy that speaks to your audience without sacrificing your brand's legacy. All right, now we're gonna get into the activity.