But the people who like this broadcast, like it a lot. Oh, it's worth many millions of dollars over the course of a year. And then if you've got continued growth, then obviously the money continues. But we're talking in terms of millions of dollars. Because news is a big business for television stations like yours.
News is the biggest business that a local television station is in.
It's the one thing that we control, it's the one thing that we produce, it's the thing that has the most advertising in it. The biggest source of revenue. Yes, the biggest source of revenue is local news. And yet over the years, if you'd put this in a little context for me, this station, like many others around the country, have been losing audience. I think that as we look at our society and the choices that they have, they go home at night, and they have cable, they have satellites, they have VCRs, they also have books.