Second question. To whom are we selling? And I find that too many of us are trying to sell to too many people at once. And, I like to think about this. Most of us have a core group. The people who love our organization, they're probably on our board, or our mothers and they love us and they come to everything. Then there's the rest of the world. >> [LAUGH] >> And too many of us are trying to sell to the rest of the world. I would like you to think of one more sub-group. That's what I call the marginal buyer. The marginal buyer, is someone who, you know, they might be really interested in what you do, maybe they go to another dance company. Or maybe they're really theater people, and you're a theater company. But they don't necessarily go to yours, so they're thinking about who to go to. And they're thinking about, maybe, should I go out for dinner or go to a performance? But they're likely goers. I have to say, this is where I focus most of my programmatic effort. This group only requires informational marketing, that's that core group, right? I just tell them the season and they're in. This group I have to tell more to, but I don't have to go bonkers trying to convince them that theater's worthwhile. I don't believe that we can afford most of us to look at everybody. It's why I don't do a whole lot of television. And I know some of you do, some organizations do but I think it's too expensive. I think you reach too many people who are in this rest of the world category. I want to focus my effort. That's why I focus a lot on email in my marketing. How many of you have 5,000 names in your email list? At least 5,000. How many of you have 10? How many of you have 20? How many have 30,000? Okay, that's great. This should be one of your great marketing challenges for the whole organization, including the board. Adding to your email list. It costs you zero to send out 30,000 versus 20,000. And I set a target for all of my clients about this year's growth and next year's growth and the next year's growth, and how we're going to build up. And there're all kind of ways with trading with other organizations. My favorite way of getting email names if you don't have them is do a raffle every day in your gallery, at every performance. What do they get if they win? They win tickets to the next thing, or they win dinner next door or something that doesn't cost you anything. But if all that you need is their name and their email address now you have them. And keep collecting and collecting and building and building and building. You can build this group, the names of this group and reach them really inexpensively. And that's what I want to do. I want to lower the cost of programmatic marketing. We're spending too much. I'm very passionately interested in those organizations that are trying to build new audiences and diversify audiences. And you can talk about diversifying in many different ways. It can be racial diversification, it can be age diversification, it can be locational diversification. I don't care. But what I do want to say is that it doesn't happen just because of your programmatic marketing activity. You don't trick people into coming by putting an African-American in a brochure and all of a sudden people are going to come, to want to come. You don't just get younger people. When I got to the Kennedy Center, the National Symphony Orchestra had designed its new brochure to get younger subscribers. They decided to make their brochure look like the Brooklyn Academy of Music where all the faces were cut up and all the words were cut up. And they made this brochure that they were sure was going to appeal to every college kid in Washington. No one got fooled, it was still Brahms and Beethoven, and so none of the younger people subscribed and the more senior subscribers couldn't read the brochure. >> [LAUGH] >> When we really want to diversify our audience, whichever way it is, it happens with the cycle. It doesn't happen because of just programmatic marketing. It doesn't happen because you sex up your brochure. It happens because you create art that you know appeals to the group you're trying to reach. It happens because you're trying to find the vehicles for programmatic marketing that are going to reach that specific group. It happens because you care enough about this that you do institutional marketing to that specific group. It happens because you welcome new people into your family and it happens because you do this over and over and over and over again. So I'm so tired of boards saying we need a younger audience, and thinking that's the programmatic marketing that's going to do that. It's not. It's the whole organization's committment to that.