WEBVTT - A Supreme Collaboration: Media and Local Culture 0:00:00.080 --> 0:00:03.800 I'm off my game today. No, you're not. People are 0:00:03.800 --> 0:00:05.640 going to have to start making better content. I think 0:00:05.640 --> 0:00:07.160 we're gonna be talking about this for a long time. 0:00:07.240 --> 0:00:10.200 When you program for everyone, you program for no one. 0:00:10.240 --> 0:00:12.319 I think it's that we're purpose driven platform, like we're 0:00:12.320 --> 0:00:15.640 trying to get to substance. How was that? Are you 0:00:15.680 --> 0:00:19.200 happy with that? This is marketing therapy right now? It 0:00:19.480 --> 0:00:30.200 really is? What's up on? Laura Currents And I'm Alexa Kristin. 0:00:30.240 --> 0:00:34.040 Welcome back to at Landia the Supreme episode. We are 0:00:34.080 --> 0:00:36.000 hot off the press with the co leads of the 0:00:36.040 --> 0:00:41.080 New York Post Studios, Shannon to Me and Tory Show. 0:00:41.680 --> 0:00:44.680 So we had so many plans for this week's episode, 0:00:44.840 --> 0:00:47.880 and then this cover had to get dropped in collaboration 0:00:48.360 --> 0:00:52.120 with Supreme, and so we chased down. We chased down 0:00:52.159 --> 0:00:55.480 Shannon and Tori and said you gotta come on the show. 0:00:55.640 --> 0:00:58.200 And I think what we're really excited to talk about 0:00:58.320 --> 0:01:00.920 is the manifestation of so many signals and themes that 0:01:00.920 --> 0:01:03.840 we've been talking about over the last few episodes are 0:01:03.880 --> 0:01:07.840 over the course of the show quite frankly, local communities, 0:01:07.880 --> 0:01:12.720 authentic voices, collaboration, tension between collaborations, having something to say 0:01:12.800 --> 0:01:16.440 without having to say at all simplicity, Yeah, and just 0:01:16.520 --> 0:01:19.600 being a part of routine and the customer journey, and 0:01:19.680 --> 0:01:24.200 how actually print provides a tangibility that digital just can't. 0:01:24.280 --> 0:01:26.440 I mean, how many brands can actually say they are 0:01:26.560 --> 0:01:30.600 embedded into a habit of their consumers. Not many in 0:01:30.640 --> 0:01:32.400 the New York Post can. So we'll be right back, 0:01:44.280 --> 0:01:48.559 and we're back in the studio with the creative collaborators 0:01:48.640 --> 0:01:54.080 behind the most talked about newspaper front page of the year. 0:01:54.440 --> 0:01:57.720 We have Tori Show calling in from vacation. Thank you 0:01:57.800 --> 0:02:02.640 so much. Um, who is VP of Creative at Post Studios. Hello, 0:02:03.280 --> 0:02:05.680 And in the studio we've got Shannon to Meat, VP 0:02:05.800 --> 0:02:10.320 of Strategy. You guys are co leads of Post Studios. Yes, 0:02:10.360 --> 0:02:13.639 we are welcome to the show. So we were planning 0:02:13.639 --> 0:02:15.360 to have you guys on the show this week. We 0:02:15.400 --> 0:02:19.400 decided we needed to get the creators behind literally the 0:02:19.440 --> 0:02:22.800 thing that everybody is flooding our Twitter feed with this 0:02:22.919 --> 0:02:25.799 supreme cover on the New York Post. So how did 0:02:25.840 --> 0:02:28.760 this come to be? So supreme? Reach out to us 0:02:28.760 --> 0:02:30.760 in April asking what we could partner on that had 0:02:30.800 --> 0:02:33.959 never been done before, and we had been talking internally 0:02:33.960 --> 0:02:36.359 about trying to figure out how we could pull off 0:02:36.520 --> 0:02:39.480 news stand cover raps um, but we knew that it 0:02:39.520 --> 0:02:42.600 really had to be the right partner for the first one. 0:02:43.200 --> 0:02:46.200 So we got excited about the potential for it to 0:02:46.200 --> 0:02:48.160 be supreme, and we took it to our CEO and publisher, 0:02:48.200 --> 0:02:52.400 Jessie Angelo, and he was all about it. Yeah, who 0:02:52.400 --> 0:02:55.720 would exactly who wouldn't be? And so did so did 0:02:55.760 --> 0:02:57.560 they have the idea that they wanted to cover rapp 0:02:57.639 --> 0:02:59.120 or was this sort of like what's the right real 0:02:59.240 --> 0:03:01.919 estate to show up? They asked what we could do together, 0:03:02.280 --> 0:03:05.480 and we suggested this, did they tell you when they 0:03:05.560 --> 0:03:09.480 contacted you what they like about the Post? So later on, 0:03:09.480 --> 0:03:11.400 once we were actually in progress, we took them on 0:03:11.440 --> 0:03:13.320 a tour of the printing facility, which is in the Bronx. 0:03:13.639 --> 0:03:15.280 So we took them out to this dinner on authur 0:03:15.360 --> 0:03:17.120 A and we had a great time with them, and 0:03:17.160 --> 0:03:19.560 they were explaining to us that when they look um 0:03:19.600 --> 0:03:23.760 to do brand collaborations, what's most important to them is authenticity, 0:03:23.800 --> 0:03:26.040 and they felt like the New York Post, specifically for 0:03:26.080 --> 0:03:29.880 a partnership like this, is an iconic, authentic voice of 0:03:29.880 --> 0:03:31.960 New York and that's why they thought it was perfect. 0:03:32.200 --> 0:03:37.480 Normally with a cover wrap, we're doing like ken or copies, copies. 0:03:37.760 --> 0:03:42.040 This was really cool because it was actually on press, 0:03:42.080 --> 0:03:45.360 with the paper on the newsprint, which made it really 0:03:45.400 --> 0:03:48.040 different from everything we've ever done, which also made it 0:03:48.080 --> 0:03:50.920 more authentic. Yeah. One of the things that you know, 0:03:51.000 --> 0:03:53.640 we read in a ton of obviously press that has 0:03:53.680 --> 0:03:57.160 come out about this is the word collaboration. Talk a 0:03:57.160 --> 0:04:02.320 little bit about why this was not considered an advertising partnership, 0:04:02.400 --> 0:04:06.360 not considered a brand sponsorship, but collaboration. It is an 0:04:06.400 --> 0:04:08.880 ad campaign, right, but at the same time, it just 0:04:09.120 --> 0:04:10.960 it became so much more in it and it really, 0:04:11.200 --> 0:04:13.760 i mean, it just really almost became an iconic New 0:04:13.840 --> 0:04:16.880 York moment um. What we loved about the idea of 0:04:16.880 --> 0:04:18.680 it being on the front cover of the paper is 0:04:18.960 --> 0:04:21.559 there's so much talk right now, so much press about 0:04:21.600 --> 0:04:24.120 how short attention spans are and how everything is fleeting, 0:04:24.160 --> 0:04:27.320 and we thought that this was a really fantastic opportunity 0:04:27.360 --> 0:04:30.520 to make a really big impact on something that's tangible 0:04:31.360 --> 0:04:34.960 and then became a collectible, yeah, which is now selling. 0:04:35.000 --> 0:04:37.840 What's the highest price that it's gone for. I've read 0:04:37.880 --> 0:04:41.200 as highest, Oh, my gosh. We saw there's a really 0:04:41.200 --> 0:04:45.839 funny one um on eBay that has like a return bag, 0:04:45.920 --> 0:04:48.279 like what the what the vendors send the returns back 0:04:48.279 --> 0:04:50.960 in with the letter from the head of distribution, like 0:04:51.080 --> 0:04:53.919 explaining what it was, so that so the sellers weren't confused. 0:04:54.360 --> 0:04:56.440 And so we're joking that, you know, he's famous his 0:04:56.560 --> 0:05:00.359 letters on eBay and that that bundles fifty How did 0:05:00.400 --> 0:05:03.440 you guys decide it's just like it's the paper with 0:05:03.480 --> 0:05:07.840 the logo, that's it. They they definitely wanted just their 0:05:07.880 --> 0:05:11.599 logo on the cover, simple easy, both of our logos 0:05:11.640 --> 0:05:15.360 obviously on the front um, and and people just freaked out. 0:05:16.120 --> 0:05:19.320 There's this Andy warhol asque moment here, you know, that 0:05:19.440 --> 0:05:21.480 kind of fifteen minutes of fame. But to really make 0:05:21.480 --> 0:05:27.600 a statement and supremes making statement about print media as well, right, 0:05:27.960 --> 0:05:30.760 I mean, that's the biggest that that's what's also genius here. 0:05:30.920 --> 0:05:33.440 It's now a collectible. I would say to add to 0:05:33.440 --> 0:05:35.080 that that there was a little there was certainly some 0:05:35.120 --> 0:05:37.320 thought behind it, in the sense that you know, we 0:05:37.360 --> 0:05:39.440 could have been suggesting that they do like a one 0:05:39.520 --> 0:05:43.039 day premium takeover the websites National sixties six million, like 0:05:43.279 --> 0:05:45.360 that would have had a huge impact too, But it's 0:05:45.400 --> 0:05:49.839 not tangible and it's not this message like almost throwback 0:05:50.120 --> 0:05:52.200 right right, you can't keep it. And I think that 0:05:52.200 --> 0:05:53.960 that like one of the articles that said this, and 0:05:54.080 --> 0:05:57.960 like the brand Supreme has done this amazing job of 0:05:58.000 --> 0:06:01.080 becoming a high commodity after Mark get right. I mean, 0:06:01.080 --> 0:06:03.280 that's what it is. That's the whole point here. They 0:06:03.360 --> 0:06:07.320 just did it with an old quote unquote medium reading 0:06:07.360 --> 0:06:09.920 the stories both that we're covered by the press, but 0:06:09.960 --> 0:06:13.280 then also in social of the people like running two 0:06:13.320 --> 0:06:16.120 transit stops to you know, this thing was flying off 0:06:16.120 --> 0:06:18.720 the shelves eight am. They're like sold out. Yeah, I mean, 0:06:18.839 --> 0:06:20.560 when's the last time that happened for the New York 0:06:20.600 --> 0:06:24.240 Post or any paper? Hello, this is the first time, 0:06:24.240 --> 0:06:27.080 the first time for the Post. But but that's really 0:06:27.080 --> 0:06:29.640 it's really funny. Um. The plant told us that the 0:06:29.680 --> 0:06:32.599 delivery drivers were calling the morning of the drop off saying, 0:06:33.200 --> 0:06:35.880 we are being followed and people are buying the bundles 0:06:35.920 --> 0:06:38.279 as soon as we give them to the vendors, like 0:06:38.360 --> 0:06:40.719 buying them by the bundle, not by the paper. And 0:06:40.760 --> 0:06:42.560 how much does a bundle go for? I mean it. 0:06:42.600 --> 0:06:44.440 Typically it depends on how many are in there. So 0:06:44.600 --> 0:06:47.839 if it's a dollar paper and it's fifty per bundle, 0:06:47.920 --> 0:06:49.560 and then people are turning those around on the second, 0:06:50.160 --> 0:06:52.280 that's a bargain. At this point, when's the last time 0:06:52.320 --> 0:06:55.320 that print? So a resale market. We certainly think that 0:06:55.360 --> 0:06:57.920 there's a strong alignment with between the brands as far 0:06:57.960 --> 0:07:00.760 as being based in New York, being off entic, both 0:07:00.800 --> 0:07:03.560 being bold and brash and kind of edgy, you know, 0:07:03.640 --> 0:07:05.120 in different ways. So we thought that that was a 0:07:05.120 --> 0:07:09.080 pretty natural fit. Can you talk about what is the 0:07:09.160 --> 0:07:10.560 voice of New York? Because I could see all of 0:07:10.560 --> 0:07:13.360 a sudden, everybody who's wanting to reach anyone authentically in 0:07:13.400 --> 0:07:16.400 New York from a brand standpoint is now putting the 0:07:16.440 --> 0:07:18.600 New York Post at the top of their list. Are 0:07:18.640 --> 0:07:23.880 you finding that? Are your phone's ringing? I would say yes, yeah, yes, 0:07:24.080 --> 0:07:28.440 for sure. Our sales team has spawned a ton of enquiries. Um. 0:07:28.480 --> 0:07:30.440 I mean we we say that we capture the attention 0:07:30.440 --> 0:07:31.960 of the nature and through the lens of New York. 0:07:32.400 --> 0:07:34.600 So that's sort of the that's sort of the positioning 0:07:34.880 --> 0:07:37.080 of of the voice of the Post and the way 0:07:37.080 --> 0:07:42.440 that the way that we report, whether it's uh, you know, entertainment, sports, fashion, style, UM, 0:07:42.440 --> 0:07:44.800 it's all through the lens of of what New Yorkers 0:07:44.840 --> 0:07:48.680 care about. But the thing that national brands don't have 0:07:48.880 --> 0:07:53.440 that you have, that they're wishing, the dying, they're dying 0:07:53.600 --> 0:07:58.200 to have, right, is this local foothold. They don't have it. 0:07:58.640 --> 0:08:02.040 So I think that like what makes you guys special, 0:08:02.400 --> 0:08:04.920 And I think the opportunity for other brands to come 0:08:04.960 --> 0:08:07.280 in and say we want a part of the Post. 0:08:07.320 --> 0:08:09.559 And it's not just because the Post is in New York, 0:08:10.080 --> 0:08:13.920 right rooted brand, It's because you're actually part of the 0:08:13.960 --> 0:08:18.360 cultural fabric of the city, which means, you know, one 0:08:18.400 --> 0:08:21.800 of the most know the leading city in the world. UM. 0:08:21.840 --> 0:08:24.920 And I think that that's a really interesting place for 0:08:24.960 --> 0:08:28.600 brands to start thinking about publications and voices of publications 0:08:28.600 --> 0:08:31.680 and personalities we go to. We go to UM brands 0:08:31.680 --> 0:08:35.559 and talk to people a lot about stop rfping people. 0:08:35.679 --> 0:08:37.800 We've been talking about this for years, right, stop rf 0:08:37.880 --> 0:08:41.040 ping publications know what they're good at, and then go 0:08:41.160 --> 0:08:43.400 work with them, go talk to them, right And I 0:08:43.440 --> 0:08:45.360 think you guys just put yourself on the map to 0:08:45.400 --> 0:08:48.240 say we know what we're good at. Do you know 0:08:48.280 --> 0:08:50.880 what we're good at? Do you know our value? Um? 0:08:50.920 --> 0:08:52.679 And I think that do you understand and do you 0:08:52.760 --> 0:08:56.439 understand right? Do you understand the audience? When brands collaborate 0:08:56.480 --> 0:09:00.679 with the posts, what is sort of the connection that 0:09:00.720 --> 0:09:04.240 they're creating with the market and how are you evaluating success? 0:09:04.280 --> 0:09:08.079 Are you owning the KPI in a different way? Yea, Um, 0:09:08.120 --> 0:09:10.400 I think every campaign we speak to with the clients 0:09:10.400 --> 0:09:12.600 about what their objectives are, what their KPI s are, 0:09:12.679 --> 0:09:15.480 and then we make recommendations based on that. For example, 0:09:15.800 --> 0:09:18.040 uh that A T and T one was basically like 0:09:18.080 --> 0:09:20.680 the Locals Guide to the Five Boroughs, and it performed 0:09:20.679 --> 0:09:23.400 phenomenally because it was actually utility and like we built 0:09:23.400 --> 0:09:25.600 it and it was our favorite things. It was real things. 0:09:26.040 --> 0:09:28.800 It wasn't like tourist suggestions for tourists. It was like 0:09:28.840 --> 0:09:31.640 where we actually like to spend time. So we like 0:09:31.760 --> 0:09:33.679 to create things that we know people will care about 0:09:33.720 --> 0:09:36.120 and we'll want to naturally engage with. Yeah, I think so. 0:09:36.240 --> 0:09:37.960 I also think that this is a big kind of 0:09:38.000 --> 0:09:40.520 signal in the noise which a lot of people have 0:09:40.640 --> 0:09:42.679 talked to Laura and I about, which is how do 0:09:42.720 --> 0:09:48.880 I product ties marketing? You created a product, created a product. 0:09:49.000 --> 0:09:52.000 I'm I'm holding up one of the issues, and I 0:09:52.000 --> 0:09:55.520 think that is an opportunity for brands to come in 0:09:55.520 --> 0:09:58.960 and say, create a product right with me, UM And 0:09:59.040 --> 0:10:02.840 actually so so speaking of print UM more recently, like 0:10:02.840 --> 0:10:04.960 we're almost always thinking digitally first, and that's what the 0:10:04.960 --> 0:10:06.960 company has been doing for the last several years. But 0:10:07.040 --> 0:10:10.080 more recently we've been thinking about other print opportunities, especially 0:10:10.160 --> 0:10:12.640 for local partners, because they want the digital reach, but 0:10:12.679 --> 0:10:14.080 they want to be able to hold it in their 0:10:14.080 --> 0:10:16.520 hands and they want they want their customers to say, 0:10:16.559 --> 0:10:18.800 like I saw it in the post, you know. So 0:10:19.000 --> 0:10:21.280 we actually just recently in the spring, launched a product 0:10:21.320 --> 0:10:24.640 that we're calling Spotlight, which is branded content in print 0:10:24.679 --> 0:10:28.640 and digital, which obviously abortorial is nothing new, but this 0:10:28.720 --> 0:10:30.680 is the same kind of thoughtful brand of content that 0:10:30.679 --> 0:10:33.480 we create hand in hand with the client UM and 0:10:33.520 --> 0:10:36.480 now they have it in print as well. Getting a 0:10:36.480 --> 0:10:41.120 copy of the New York Post in the daily journey 0:10:41.160 --> 0:10:45.520 of a New Yorker is part of routine, absolutely, and 0:10:46.960 --> 0:10:50.839 it's a routine moment that we spend far more than 0:10:50.880 --> 0:10:54.520 thirty seconds with right it's however long it's sitting at 0:10:54.520 --> 0:10:57.760 your desk before the day starts. It's you know, coming 0:10:57.960 --> 0:11:02.680 having a moment on subway. Um, how does that differ 0:11:02.880 --> 0:11:04.760 from your vantage point when people are coming to you 0:11:04.840 --> 0:11:07.760 to talk about, you know, your assets. You know, are 0:11:07.800 --> 0:11:10.720 you holding this up or did you find yourselves leading 0:11:10.720 --> 0:11:13.760 with digital? Because that's what sort of the marketplace conversation is, 0:11:13.920 --> 0:11:17.040 versus realizing that the thing that you actually have in 0:11:17.080 --> 0:11:22.679 your arsenal is more valuable than probably any other competitor 0:11:22.679 --> 0:11:26.920 when it comes to print, like the national clients are 0:11:27.160 --> 0:11:29.199 only interested in digital. One of the guys that was 0:11:29.240 --> 0:11:32.400 going to his his local, you know, neighborhood store, he 0:11:32.520 --> 0:11:34.480 knew the price of his coffee and his post. That's 0:11:34.480 --> 0:11:37.679 a bundle for him. You know, we're thinking about media 0:11:37.880 --> 0:11:40.800 in terms of asset bundles, but coffee and a post 0:11:40.840 --> 0:11:46.120 is a bundle. Maybe there's a partnership with ste Yeah. 0:11:46.240 --> 0:11:48.960 I think as an industry we get so caught up in, 0:11:49.240 --> 0:11:52.720 you know, sort of the swell of of mass media 0:11:52.880 --> 0:11:55.800 and trends. And as Alexa said, I think so eloquently put, 0:11:55.960 --> 0:11:58.560 you're part of the fabric of New York and and 0:11:58.600 --> 0:12:00.400 that to me is if I'm sitting in your sales 0:12:00.480 --> 0:12:03.040 organization I'm running out the doors, like running with these people. 0:12:03.040 --> 0:12:06.839 I would actually be screaming at clients saying, you tell me? 0:12:07.679 --> 0:12:10.080 Are you is any other brand that you're talking to 0:12:10.240 --> 0:12:14.760 a part of a habit other than Apple? This is 0:12:15.120 --> 0:12:17.800 I'm not kidding. So you're competing right now against Apple. 0:12:17.920 --> 0:12:20.720 You want to talk, we'll talk about your phone anyway. 0:12:20.760 --> 0:12:23.679 With that said, before we let you go, we always 0:12:23.720 --> 0:12:25.840 play this game at the end of every show. Killed 0:12:25.840 --> 0:12:29.280 by d I y Um, Shannon will let you go first. 0:12:29.320 --> 0:12:32.000 Since you're here in the studio. What'd you kill? I 0:12:32.000 --> 0:12:35.640 think this is not super original, but meetings that last forever? 0:12:36.160 --> 0:12:41.439 Love it? We agree? Check that boy by um rent 0:12:41.480 --> 0:12:44.360 the runway, the entire business brilliant. Wait do you do 0:12:44.440 --> 0:12:47.079 their monthly? You do do? It's amazing. That's what you're 0:12:47.080 --> 0:12:52.120 wearing is that you can say it's really cute. That's amazing. 0:12:52.160 --> 0:12:54.520 I don't have to think about what do Okay? I 0:12:54.600 --> 0:12:58.440 love that too, And what would you do yourself? Um? 0:12:58.480 --> 0:13:01.240 I want to write a mystery? All right? You could 0:13:01.240 --> 0:13:06.120 do that with a brand? Yeah, very cool? Um? And Tori, 0:13:06.800 --> 0:13:11.320 you're up? What would you kill? Obviously fake news, but 0:13:11.520 --> 0:13:16.240 also advertisers who want their ad two creatively look like news. 0:13:17.880 --> 0:13:22.240 What would you would buy a clone yourself if I 0:13:22.320 --> 0:13:25.800 bought a cologne? Yes, And if I bought a Clone, 0:13:26.120 --> 0:13:31.280 I wouldn't have to d I Y anything. Tori, you've 0:13:31.280 --> 0:13:33.720 gotten through this, yes, and I think you just gamed 0:13:33.720 --> 0:13:36.880 the system, so we got to be careful. I was 0:13:36.960 --> 0:13:42.560 prepared for this question. So if Atlantia or really kick 0:13:42.600 --> 0:13:45.040 ass brands want to reach out to you, how do 0:13:45.080 --> 0:13:48.360 they find you? Guys? Shannon to me, that's s to me. 0:13:48.840 --> 0:13:51.920 T O U M e y at ny Post dot com. 0:13:51.960 --> 0:13:55.400 Tori b s h O b e at ny Post 0:13:55.440 --> 0:13:58.520 dot com. We showed this was definitely the most supreme 0:13:58.520 --> 0:14:01.000 episode we have had this summer. So thank you so 0:14:01.120 --> 0:14:03.840 much for gratulation and thanks for falling on a vacation. 0:14:05.640 --> 0:14:08.000 We're gonna go hang out on Arthur Avenue with those ladies. 0:14:08.080 --> 0:14:10.640 I mean, I'm totally going to frame this edition that 0:14:10.720 --> 0:14:12.840 I brought us. That was so cool. Um, But I 0:14:12.920 --> 0:14:15.199 just think again, they hit on things that we've been 0:14:15.240 --> 0:14:17.920 talking about and and actually show proof of concept for 0:14:18.040 --> 0:14:23.520 around the understanding of what local habits and consumer preferences are, 0:14:23.800 --> 0:14:27.800 and like brands from a publishing standpoint, know what you're 0:14:27.800 --> 0:14:30.680 sitting on because I think it's really amazing that at 0:14:30.720 --> 0:14:32.640 the end of the day, everyone's saying, well, our digital 0:14:32.680 --> 0:14:36.520 offering I reach a national audience like who cares? Do 0:14:36.600 --> 0:14:38.680 you have something else that really kicks ass that can 0:14:38.680 --> 0:14:41.280 punch through? Yes, you do. And I think we saw 0:14:41.320 --> 0:14:43.120 this with the New York Post and the New York Post, 0:14:43.480 --> 0:14:46.920 you know, really smartly capitalizing on their biggest asset, which 0:14:46.960 --> 0:14:49.240 is their paper, and the fact that they've got people 0:14:49.520 --> 0:14:52.880 who will not give up that hour in the morning 0:14:52.920 --> 0:14:55.160 of their coffee in the Post, which is a new bundle. 0:14:55.520 --> 0:14:57.880 And there you go, so big. Thanks again to The 0:14:57.880 --> 0:15:01.000 New York Post, Shannon and Tor. Yeah, thanks for bringing 0:15:01.040 --> 0:15:04.160 your authenticity. We hope that your phones are ringing off 0:15:04.160 --> 0:15:06.520 the hook. In fact, we know they are. The big 0:15:06.560 --> 0:15:09.160 thanks to our producer Dana, our friends and family of 0:15:09.240 --> 0:15:12.400 Planic Plee, Matt Turk, Andy Bower's, Jacob Weisberg, and all 0:15:12.440 --> 0:15:14.560 of you in Atlantia. Talk to you in two weeks. 0:15:16.880 --> 0:15:18.760 Full disclosure. Our opinions are our own.