Bring readers together in person and use the app to connect event to event

Michael Ribero… so we really have to find ways to work together. Easy to say, I think really hard to do. Again, even Condé Nast is a really small drop in the bucket for someone like Meta. They say they care, but I know they don't really care. And so we have to fight really hard in order to how do we do programming? How do we do paid media, how do we do those various things? So I think between those two things it is really important we to invest in it.

Michael RiberoThe one thing I think we were getting into backstage too is potentially finding ways where you can be different. The one for us I think has really been how do you bring people together in real life? I think community is really important to people, especially now and in the context of AI and all that jazz. But we have this platform I think we've used well and I've seen it across my career where you can bring people together in real life, help support that community, and then ultimately feedback into, well, how do you connect event to event? And it's really like being in the app, doing those sorts of things, spending time with us so you're ready for that next event. That's been a way we've able to see this as a positive cycle.

David BarnardYeah, I think the differentiation is the key to a lot of this. And funny you brought up the frenemy kind of thing. You probably don't even know this. Some of the audience will, I run a weather app on the side and I actually know that my target market right now for my weather app is weather nerds who probably have two or three other weather apps in the space. And so the way you're thinking about it as well, there are going to be certain categories …