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making problem.

Yeah. Oh yeah. I think it's reasonably successful with its readers but the readers are not relatively successful with the advertisers.

You know we've talked about this throughout this whole, all these discussions we've had, but maybe you'd want to just, I don't know if you have a particularly strong philosophy that you want to put on record as to what makes for a successful magazine, considering all the aspects of the magazine, from, you know, the editorial product to the ability to sell it to advertisers to promotion, etc... etc. Do you have a philosophy?

Well, if I had a clear cut philosophy that I could express in clear terms, in the first place, we wouldn't have had all these failures, secondly it's a little bit like asking somebody who's a stock broker, have you got a clear cut philosophy as to what makes success. If you had a clear cut philosophy as to what makes success, everybody would be successful. It wouldn't be very interesting, the world wouldn't be very interesting.

Is this a long way of saying this is a stupid question?[laughs]

No, it isn't a stupid question because there are people who have got a feel for it. And there are people who don't