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because there weren't a lot of clear channels, and there weren't many fifty kilowatt non-clear channels, we had to take whatever we could get, or encourage our affiliates to apply for higher power and a different frequency that would improve their coverage. And the Research Department and the Engineering Department worked together to try to get our affiliates to spend the money to upgrade their signal propagation. That was a very important part of the Research Department's addenda. Today that means nothing in television because most television stations have a uniform coverage pattern up to Channel 7. Then when you get to Channel 7, something else happens and I don't have to get into that here. But all I'm saying is the Research Department played a key role in building --

The network --

The network. And in fitting the jigsaw puzzle together to achieve the maximum coverage at the lowest cost. If you want to spend an unlimited amount of money, you can get a couple of hundred stations on the network to fit all the little nooks and cranies. But the trick is to have the most effective coverage at the least possible cost to the advertisers. And Research played a very important role in that.

So when you presented information to the advertiser, you presented all of this information, not just records of sales, but --how would you take this information and use it?

With an advertiser?

With an advertiser.