Understanding and Selling With the Media Audit

1. Understanding and Selling With the Media Audit Certified Audit of Circulations A Standard of Excellence since 1956

2. Welcome Aboard! By conducting an audit, you have gained a valuable tool for increasing ad revenues. Certified Audit of Circulations (CAC) provides circulation data to ensure that advertising dollars are well spent. No advertiser should waste precious resources on circulation that doesn’t deliver. The audit sends a clear massage – you offer accurate and accountable circulation for your ad dollars. As a not-for-profit, member-focused organization, our only purpose is to provide you with the quality data and advertiser access that will contribute to your success. We appreciate the opportunity and look forward to many more years of continued service. Evelina Sodt Marketing Director (800) 346-1357 Ext. 124

3. CAC Board of Directors The Board of Directors is drawn equally from CAC’s three primary member groups: publishers, advertisers and advertising agencies. Each board member plays a critical role in maintaining the high standards and sound practices, upon which this organization was founded. CAC Directors are leaders in their fields and serve for the benefit of media accountability. Marsha Lawrence, Best Buy Company Dave Gusse, NSA Media Corporation Barry Schiro, CBA Industries, Inc Robert Uccello, CVS Pharmacies Kathy Heatly, Starcom Mediavest Matt Gunderson, Kohl’s Department Stores Greg Bogich, Vallassis Bob Brown, Swift Communications Janice Lucente, Allstate Insurance Jon K. Rust, Rust Communications Mike Gugliotto, Pioneer Newspapers Bob Brown, Swift Communications Steve Pope, Freedom Communications Debra Crawford, The Berry Network

4. Promoting Your Audit Reach is the primary print advertising objective within a specific demographic. Therefore, it is essential that you train your sales staff to use your audit as third-party verification of you circulation. Use it to its fullest potential on local, regional and national levels. Include the CAC Audit Report in each media kit. Specify “CAC audited” every time your circulation is displayed (in trade publications, website, press releases, business cards…) Use the CAC logo (p.37) on your rate card, website, media kits and business cards. Develop sales literature and ads that promote your audited status, geographic parameter and demographic statistics. As a complement, it is smart to invest in readership/usage and demographic target audience research (call CAC for a quote). Develop advertising bill inserts promoting your audited status. Rotate with inserts that use one key demographic or survey result per month. Mail announcements and press releases about your audit to major advertisers. We can help you with circulation PR. Provide us with a list of advertisers and contact information. We’ll send your advertisers a copy of your audit report. Communicate with other sales professionals about the strategies and tactics used to incorporate the audit and related data into their sales presentations. (973) 785-3000, Ext.124

5. A Brief History of Auditing At the turn of the century, newspapers – the mass medium of the time – were growing rapidly in numbers and total circulation.This growth was fueled by entrepreneurial publishers and advertisers anxious to reach American consumers. Specific circumstances that created the demand for media accountability included unwillingness to reveal true circulation information, rising advertising rates, and the increasing complexity of the buy. The emergence of national advertisers led to the formation of AAAA and, in 1914, the Audit Bureau of Circulations (ABC). Certified Audit of Circulations was created in 1956 as a non-profit organization (like ABC) to level the field for free community publications, which were not eligible to join ABC. Since that time, CAC has grown and serves a diverse membership that includes paid and free publications, magazines, TMC products, Yellow Page directories and shoppers. For the purpose of objectivity, circulation auditing bureaus must be member-led, not-for-profit forums. As a not-for-profit, third-party source of certified circulation data, CAC supports both publishers and advertisers. Advertisers need certified circulation data to make confident, informed media buying decisions. Publishers, in turn, need credible independent validation of their circulation claims to attract and maintain advertising revenue.

6. Understanding Your Audit Report The presence of a CAC audit is a marketing statement: Auditing firm’s standards The International Federation of Audit Bureaux of Circulations (www.ifabc.org) accepts only not-for-profit organizations with no vested interest in the outcome of the audit. Not-for-profit auditing organizations are governed by advertisers, advertising agencies and publishers, who actively participate in the procedural controls of all audit processes and reporting. CAC is audited by a Board designated independent auditing firm. Distribution methods Your CAC report presents a complete picture of your circulation summarized on the front page. It displays: 1) home delivery via carriers, 2) mail, 3) bulk…CAC’s full disclosure formats enable your advertisers to make their own decisions as to what kind of distribution would be of value to them. Discuss the distribution of your competition. Demographics Point to the Zip information and the map available on your audit report. Use market statistics (www.melissadata.com). Translate them in real terms emphasizing value to advertisers. For additionalreadership data visit www.readership.org. Using the Audit Report Your audit report is designed to support your circulation claims. It is an independent, third-party source, providing objective information about your readers – their size and Zip code information. Discuss circulation and demographics in your sales presentation.

7. The CAC Audit Report The CAC Audit Report heading contains publication’s name, date established, address, contact information, frequency of distribution and a brief description. The circulation data includes: A. Paid 1. Home Delivery 2. Mail Subscribers 3. Single Copy Sales 4. Employee Copies 5. Newspapers in Education Total paid circulation B. Paid (at less than 50%) 1. Home Delivery 2. Singe Copy Sales 3. Newspapers in Education 4. Event Sales 5. Bulk Total Other Paid C. Unpaid circulation 1. Home Delivery 2. Mail subscribers 3. Carrier residential bulk 4. Carrier non-residential bulk 5. Samples Total unpaid circulation D. Total distribution (sum of A, B and C) Each audit report contains Zip code distribution breakdown and a map. All free carrier-delivered publications receive delivery and readership study. The CAC Publisher’s Statement contains circulation data, updated semi-annually in March and September of each year.

8. ABC and CACSimilarities and Differences Similarities: 1. Both are tripartite, not-for-profit membership organizations governed by a Board of Directors representing national advertisers, publishers and agencies. Some of CAC’s Board members work with ABC’s advisory committees as well. We have the common goal of reporting accurate circulation information for the benefit of the advertising community.  2. Both issue yearly audits (every-other-year options available for some).  Both issue Publisher's Statements for six months ending March 31st and September 30th.  ABC has FAS-FAX and CAC has Redi-Reference.3. Both have standardized (www.IFABC.org) audit reports, rules, bylaws and audit procedures. 4. Both use only auditors dedicated to them.  5. CAC’s and ABC’s audit procedures for paid circulation newspapers are virtually identical. Differences: 1. Almost all CAC publisher members are community dailies, weeklies, TMCs and other print media products.  Most of ABC’s revenue comes from large metro dailies. 2. At CAC, all circulation counts: paid, other paid and free categories are broken down on the front page of audit reports (see CAC sample).3. CAC has three categories detailed on the front page of the report – Paid at 50% or above (of basic prices), Paid at 49% or below and Unpaid.  4. Free product readership surveys are tested at a 95% confidence level with a precision level of 5%.   5. ABC’s publisher directors are strongly represented by large metro newspapers. CAC's entire publisher membership consists of paid and free community papers.6. CAC has a proprietary readership research center. ABC verifies the work of third-party research firms. 7. CAC does not require that you purchase specific software for your circulation department. 8. CAC sends auditors on site periodically when it comes to dailies with circulation under 25,000. ABC does not. ABC and CAC are IFABC accredited newspaper auditing firms. For IFABC accreditation requirements, visit www.ifabc.org

9. The Audit Process Among the strengths of your audit report is the process followed to document your circulation – and that of every CAC audited publication. Types of Documentation Reviewed: Press logs of printing invoices and cancelled checks (to determine whether or not the number printed is adequate to meet circulation claims) Draw records (How many copies are being delivered, in what areas and by how many carriers?) Payroll records and cancelled checks (Who is delivering the publication and does this match the draw records. Are they being paid?) Distributor invoices and draw records (for those publications that hire an outside distributor) Return records (Is the publication recording returns? What percentage is being returned?) Postal receipts and cancelled checks (for any mailed copies) Physical rack location verification (of bulk distribution)

10. Advertisers’ Interpretation the Report Type of Report There are two types of reports issued by CAC: the Audit Report and Publisher’s Statement. The key difference is the source of information. The Audit Report is annual and based on findings of CAC field auditors during an on-site review of original records. The Publisher’s Statement is based on semi-annually updated information filed by the publisher. Period of the Audit Is it current? Does it reflect 12 months or shorter period of time? If shorter, why? Date Established Is this a new publication or an established vehicle in this community? Type of Publication, Frequency and Day of Distribution Is this a paid daily, a weekly community newspaper, a shopper? Does their delivery schedule support our advertising plan? Do they deliver on the days we need?

11. Advertisers’ Interpretation the Report(continued) Total Circulation Do they have the total numbers we need in the market? Does their circulation deliver? Can I get the Zip code and demographic data of these potential customers? What is the percentage of bulk vs. carrier/mail? In a paid publication, what is the breakdown between singe copy and home delivery? What percentage of the circulation falls into categories like school subscriptions, mail and bulk? Net Press Run What percentage of the net press run is actually distributed? What is the return rate? Are an adequate number of copies printed to support the circulation claimed? Circulation Averages by Quarter Has this publication experienced any sharp increases or decreases in circulation over the last 3-5 years? Are they trending up or down? Publisher’s Policy How does the publication define itself? Is this format and mission consistent with the audience we want to reach?

12. Advertisers’ Interpretation the Report(continued) Additional Data What are the seasonal trends, facts about bulk distribution (reported on page one), targeted promotions or editions, and special methods to stimulate subscription sales or enhanced distribution? Single Issue Breakdown The single issue breakdown provides valuable information to the media planner, particularly when an specific Zip code, market area or demographic group is being targeted. The CAC Audit Report provides county, city/town and Zip code detail and identifies the major categories of circulation within each of those areas. In addition, estimated household counts are included – also by Zip code – which is used to calculate the percentage of coverage the publisher can offer in each area. Planned areas of partial coverage can be identified and explained through footnoting. Map of Defined Primary Market This map provides a useful visual aid for media buyers – many of whom will not be familiar with the area under consideration.

13. Do Your Research Auditing and market research are integral parts of advertising sales influence. They provide re-assurance for the advertising community and statistically support advertising benefit claims, allowing you to approach you clients with objective, information specific to your market. The purpose of your Audit Report is to support data. Many print media executives feel that the presence of the audit itself will bring national advertisers. the real value of independent research comes with the intervention of your sales staff. Whether your publication needs certified circulation numbers, marketing research or competitive intelligence, CAC gathers and provides objective information to be used and analyzed in moving your business to the top. Present your information in an easy to follow format and train your sales force to use it.

14. Market Statistics Demographics The United States government has conducted a census of each state every ten years since 1790. Census schedules are essential to advertising. For current income and demographic information, visit www.melissadata.com/lookups, click on Demographics by Zip or Income Tax Statistics. You will find multiple subcategories of sex and age, race, relationships in households, household types and size, housing occupancy and housing tenure. This site also contains, labor statistics, ZIPs in a radius, ZIP codes by county, occupants by ZIP, and much, much more…Use this free information in your sales presentation and support it with your Audit Report! Readership An excellent readership source is www.readership.org. This site discusses topics such as Imperatives to Grow Readership, Content, Culture and Management Practices, Complete Readership Reports, Brand Perceptions and more. There is no substitute for your own market specific readership study. Advertising Agencies You can obtain a complete advertising agencies’ list by going to AAAA, ANA or www.superpages.com Click yellow pages/media & communications/ advertising.

15. Advertisers’ Recommendations Newspaper Services of America, Sears, Best Buy Company and other major print advertisers recommend the following tactics to build your national advertising base: Listen to your customers. Define who your readers are and why they are important to the advertiser…don’t just sell numbers. Develop case studies/success stories to present to advertisers. Offer more distribution flexibility. Offer negotiation flexibility and a “can do” attitude. Reduce “forced buy” requirements. Simplify your rate card. Offer one rate for local and national advertisers. Introduce frequency programs and dollar volume discounts. Train your account executives on distribution capabilities, audit reports, rate cards, etc. Increase availability of research information. Distribute to homes. Use carriers where possible - it costs less than mail.

16. AAAA Founded in 1917, the American Association of Advertising Agencies (AAAA) is the national association representing the advertising agency business in the United States. Its membership produces approximately 75 percent of the total advertising volume placed by agencies nationwide. The AAAA is not a club. It is a management-oriented association that offers its members the broadest possible services, expertise and information regarding the advertising agency business. The average AAAA agency has been a member for more than 20 years. Source – AAAA’s Website To obtain AAAA’s roster, contact the AAAA at: 405 Lexington Avenue, 18th Floor New York, NY 10174-1801 (212) 682-2500 www.AAAA.org/insider/roster

17. Comparative Media_________________

18. The Media Audit The proliferation of the internet has not unseated print, television and radio as the leaders in annual advertising revenue. Each of these major forms of mass media are measured and sold using very specific methods. They all have their strengths and weaknesses. Understanding the strengths and weaknesses of your own medium – as well as your primary competitors’ – can be very beneficial for anyone responsible for the promotion or sale of media space and time. Did you know that 50,000,000 people in the United States choose to read a paper each day?

19. Radio and Arbitron The oldest radio station in the US began broadcasting in January 1909. In 1912, the international agreement mandating call letters was passed; legislation requiring licenses for commercial radio stations was enacted in 1921. Radio’s first commercial was broadcast from New York in 1922. The Queensboro Corporation spent ten minutes on the airwaves promoting their “new apartment homes” in Jackson Heights. The first retail advertiser was Gimbel Brothers (also in New York). They were followed by Gillette. A toothpaste company was turned away because the station felt listeners would find the subject of dental hygiene distasteful.

20. Measuring the Airwaves Arbitron uses a personal, seven day diary to measure radio audiences in about 260 markets in the United States. Ninety-four of those markets are measured year-round. These diaries are used top produce more that 680 market reports called “books”. Arbitron customers include radio stations, advertisers, advertising agencies, media buying services, and other vendors. Each Arbitron rating book offers three basic audience measurements: Persons estimates: the estimated number of people listening Rating: the percent of listeners in the universe of the measured survey population Share: the percent of one station’s total estimated listening audience during a particular time period Each book covers ratio listening during a 12-week survey period given for a particular survey area, gender and age and time period (daypart).

21. Radio vs. Print Radio competes differently with print than with television. Radio and television are received media; print is perceived. The difference? Perceived media requires time to be understood. That translates into time, thought invested and the ability of the advertiser to share more information. Received media are instantaneous. This makes the message easier and quicker to communicate. However, it can be forgotten just as easily. Received media are intrusive. Advertising is typically seen as annoyance – not a sought after commodity. Perceived media offers an audience that is seeking information, seeking advertising. That translates into a more receptive audience. Many of you promote the fact that your audience consists of people who are looking for products and services, ready to make a purchase. You are right!

22. Broadcast and Nielsen The A.C. Nielsen Company was founded in 1923 by a 26-year old engineer, Arthur C. Nielsen, Sr. The company began by testing products for manufacturing clients. In 1936, Nielsen entered the world of broadcast rating when he introduced his Audimeter – an early predecessor to the People Meter now in approximately 5,000 American homes. By 1950, the Golden Age of Television began and Nielsen was there to measure it.

23. What are they measuring and how? Nielsen TV ratings provide an estimate of the audience for just about every program that can be seen on TV. They do not provide “qualitative measurements (how much a program was liked). Their stated goal is to answer the questions, “Who is watching TV?” and “What are they watching?” Nielsen maintains a sample size of between 4,000 – 5,000 families nationwide. Using the most recent US Census data, the country is broken down into 6,000 small geographic areas. Sample housing units are selected at random, for a total of 6,000. Because some are unoccupied, the sample size is reduced to the target range. Occupants of these units are approached and, if they consent, become official Nielsen families for a period of two years. Approximately 200 families leave the program each month so the sample is constantly changing.

24. Broadcast vs. Print Criticism of the broadcast diary system: People tend to watch TV individually now – increasing the burden of tracking and recording viewing. Channel surfing is rampant! TIVO – It cuts out ads all together! Do people keep an honest record? When diaries are checked against meters, many times they do not agree. Return rates are very low for both Radio and Broadcast. They can actually run as low as 50% – from cooperating viewers/listeners. The sweep periods encourage station hype. During the average sweep period, 800,000 diaries are returned. Data from these diaries provide the bulk of the statistics on which local advertising are set. Criticism of the print audit: Advertisers appreciate the security of the print audit – they know that an independent auditor has validated the number of papers distributed. But who? How much time do they spend with each publication? How many men? Women? What age ranges? What income levels? Broadcast media often does a more effective job of painting a picture of viewers that print media.

25. The Sales Process___________________

26. Key Elements of Print Ad Sales I. General Training Your sales training manual should contain the following topics: The power of positive attitude Objectives and expectations Characteristics of top salespeople and defining success Time management and priorities/Plan development Self-image/Professionalism/Attire II. The Selling Process Provide training on how to: Identify key prospects and get appointments Establish rapport and trustworthiness Ask questions to understand their clients’ needs Present ideas concisely and effectively Handle objections and pre-frame the order Know how to recognize buying signals and close III. The Sales Kit Each sales kit should answer the following questions: Why advertise? Why print media? Why community newspapers? Why your newspaper/how are you different? Client education (How to Create an Effective Print Ad) IV. Supporting Information All of your claims must be backed by an objective source. Your sales kit should contain: Audit Report, Publisher’s Statement, ZIP information Market Research (demographics and psychographics)

27. Sales Tactics Advise your advertisers about the benefits of dominating at least one local medium. You know that their advertising messages are going to be much more effective at driving sales and traffic if they make a commitment to a schedule. Use your audit results to demonstrate how your publication is the perfect vehicle to dominate. Highlight the number of people receiving and reading your paper every week – and, that the audit confirms it. Overcome common objections such as, “I don’t read your paper”. Respond by asking the advertiser who is he trying to reach and use your audit to prove that local buyers read your publication. Use your Zip code breakdown, demographic mix and survey results to support your claims. Become familiar with the audits and ratings of all local competitive media. What are your strengths? Develop sell sheets contrasting your reach and readership compared to other local media. Educating yourself on local media and advertising principles will enhance your position as an expert and a respected source of advice and information.

28. Ten Top Reasons to Advertise Newspaper Association of America (NNA) 1. Advertising establishes contact: Before exposure to advertising only 1 in 5 buyers is aware of a company and/or its products. 6 out of 10 suppliers claim that maintaining or increasing awareness is a marketing objective. Buyers are always more aware of the most aggressively marketed products. 2. Advertising builds preference: Consumers believe that buying a familiar brand usually guarantees approval (81% according to Simmons Research) while buying unfamiliar products is risky (82% according to Simmons Research). Brand preference is directly impacted by the advertising investment. 3. Advertising educates and develops prospects: Consumers prefer to learn more about products through advertising. Advertising becomes the knowledgeable sales person missing from many stores today. Advertising turns wants into needs. Advertising helps educate and helps differentiate benefits from features. 4. Advertising reduces cost of sales: In a world with less knowledgeable sales persons, advertising reduces direct selling costs. Knowledgeable customers often know exactly what they want to buy reducing the time needed to sell them. It costs about one-fifth as much to retain and sell an existing customer as it does to sell a new one. 5. Advertising helps sell existing customers more products and services: One study found that 9 out of 10 buyers continue to look at a vendor’s ads after making the purchase. 88% of buyers cite top reasons for reading ads from vendors they have purchased from as to learn about new models and upgrades. Advertising reassures buyers that they have made a good decision. After purchase assessment is important to 43% of all buyers surveyed. 92% of buyers continue to read ads for a product after purchase is made increasing the odds that they will be happy with their purchase and buy from you again.

29. Ten Top Reasons to Advertise (continued) 6. Advertising helps close the sale: Advertising provides incentives for acting now. Point of sale ads, and as seen in ad signage are used as sales tools by advertisers to speed the closing process. Advertising keeps them sold. Advertising reinforces good decisions and creates the best prospects for future sales. 7. Advertising is an effective sales tool: 7 out of 10 salespeople surveyed said that they use ad reprints as a selling tool. 8. Advertising saves time for both you and your customers: Customers believe advertising saves then time and money in comparison shopping and therefore the customer who has been exposed to advertising is closer to making an informed decision saving you time and money as well. 9. Advertising keeps you top of mind: For most product categories, fewer than 4% buy a particular general merchandise in a given week. About half of this 4% buy an item within a week of decision to make a purchase. The purchase is typically unplanned. Once the decision to buy is made, the consumer relies heavily on advertising to help them decide where to buy. 10. Advertising works! Millions of manufacturers, retailers, service businesses, and individuals advertise every day. Over and over again. Because it works.

30. Educating Your Advertisers It is surprising how many advertisers do not really know how and why advertising works. They know they must promote their product and service, but the vaguely undisciplined process is disturbing to them. Even some high-ranking national media buyers share that unease and fall back on numbers to increase their security level. Advertisers often play it safe and believe that “no one ever got fired for buying the name they know.” That is your challenge. That is your goal. Demonstrate how your publication represents the best and the safest buy in your market. Can you deliver the buyers what they need? Prove it. You are an audited publication. Your circulation and readership have been documented and verified by a highly reputable not-for-profit auditing firm. Don’t let your strongest tool gather dust!

31. The Sales Presentation Through discussions with a major media buyers, the following element were identified as key components in developing and presenting a print publication: Know your audit report. Know your competitor’s audit. Bring samples of your publication. Paint a picture of your market. Show a map. Discuss your product. Discuss your circulation. Provide market research, Zip code information, a map and demographics. Know and present your strengths and weaknesses. Don’t ignore the competition. Point out any national ads or preprints you currently run. Discuss your advertising mix. Know your advertiser’s business (do your homework). Present your information in a professional package (content matters most, but style does not hurt).

32. How to Use Your Audit Report Once you have approached your potential advertiser and have engaged in a conversation, you will encounter one of six customer attitudes in their various forms: 1. Skeptical (I am not sure how effective your product is.) Refer to numbers and research. Be objective. Use charts, graphs, research, and your circulation audit report to offer proof. 2. Agrees (I like your product. I always look forward to receiving it.) This is deceptive because sales reps have a tendency to close too early. Use your circulation audit to support the agreement and re- enforce your customer’s beliefs. The timing of your closing is crucial. 3. Objects (I don’t like your product because …) Use your circulation audit to answer the objection. To stay on track, always keep in mind “what is this conversation leading to?” 4. Indifferent (decoy objection or put off) (I appreciate your call, but I have no interest or I am not in the market.) The indifferent customer is difficult to work with because they are not giving you a real objection. Probe, probe, probe. Ask questions : “You must have a reason for saying that. Do you mind if I ask what it is?” If the objection is “I don’t have the money”, you must ask additional questions to get to the real objection. 5. Curious (Really? And you have a lot of repeat business? How about...?) Discuss the benefits of advertising in your publication (benefits = what’s in it for your customer?). Use examples and success stories. Then move into features. 6. Satisfied (Sounds good. It makes sense. Do you offer a discount?) Close and take the order. Many reps cannot recognize final buying signals and talk their clients out of the sale. It is important to know when NOT to talk. Reviewing and perfecting your sales presentation is an ever- changing, continuous process and your circulation audit is the most valuable tool in your belt.

33. Local Advertising Issues All advertising is local. Using your audit to its full potential includes using it locally, as well as on regional and national level. The audit report is the most versatile and durable tool in your belt. building a strong sales foundation is that much easier when you have it. Do you have unaudited competition? Who do you compete with? Your audit can be an advantage in both of those situations. Do prospects sometimes question the readership of your publication? Have you heard objections like “I don’t read your paper”, or “Radio reaches more people”? Use the audit (and your knowledge of competitive audits) to overcome those and other objections. And don’t forget to publicize your audited status on your web site, and in all of your sales materials and publications.

34. Business owners, where should you advertise? National media buyers use only publications that can prove their reach. CAC is a premier auditing organization, certifying circulation, receivership and readership for the benefit of the advertising community. CAC follows rigorous procedures and controls to ensure advertisers that they get what they pay for. The Town Press is one of the 14 prestigious Texas newspapers, which have opened their doors to CAC for independent, third-party verification, so that you can advertise with confidence. Our newspaper delivers and we can prove it! 800.555.advertise

35. Is Your Business on Your Customers’ Radar? Community Lifestyle 56,320 Audited Circulation This publication has met or exceed CAC standard of 95% accuracy of reported circulation.

36. Great results from Contigo’s first CAC audit • 95% of the households in the defined circulation area (5 zones) are receiving Contigo on a regular basis • 75% of all household members read a portion regularly or occasionally • More than a third of all households receiving Contigo have 2 members reading the publication • Over half of households who receive Contigo keep it until the next issue • 67% of Contigo readers purchase products or services from its ads frequently or occasionally • 67% of all household members read the classified advertising section Source: CAC, November 2005 – Delivery and Readership Verification, La Opinión Contigo

37. The CAC logo can be used only if you have a current status with the organization and have completed your initial audit.If you have applied, but have not completed your initial audit, please call for a press release announcing your application for CAC membership.

38. The EndOn behalf of CAC, good luck and happy prospecting!