Category Archives: Next to Now

Next to Now: Labor Day Weekend Edition

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INSTAGRAM ADS PERFORMING WELL

While the minimum spend to work with Instagram directly is still too pricey for book publishers, those larger brands currently working with the platform are reporting highly efficient campaigns.

“For now, Instagram is still a premium ad space, according to marketing experts. Salesforce says Instagram ads get almost double the click through rate of Facebook, 1.5 percent compared to 0.84 percent.”

The good news is that we can access Instagram through beta programs with such partners as AdRoll.

#social #instagram #retargeting

 

INDUSTRY VARIATIONS IN MOBILE V. DESKTOP

While the pace of change is definitely tilted in the direction of mobile, different industries still see a majority of email opens on desktop devices:

“In the business products and services industry, for example, 73% of emails were still opened on the desktop—and the tablet open share was just half the average. Publishers, media and entertainment companies and travel firms all had slightly higher-than-average open shares on the desktop, while publishers and travel firms reported clearly lower-than-average open shares on mobile phones.”

#email

 

“FACEBOOK BEATS PINTEREST AS FOODIE’S GO-TO SOCIAL PLATFORM”:

“Foodies in the U.S. are particularly active on social media, especially on Instagram. Here’s a few of the U.S. stats that should be intriguing to food marketers:

  • 90 percent of American foodies use Facebook.

  • 36 percent of them visit Pinterest.

  • 73 percent scroll through Instagram (a big leap from 17 percent worldwide).”

On the other hand:

“Benjamin Bourinat, director of public relations and social media at Sopexa, explained that while Pinterest claims a low percentage of users, people come back repeatedly to the site and app. ‘What’s interesting about Pinterest is [that it’s] very niche—the level of engagement is high because loyalty is just stronger on Pinterest,’ he said.”

#social #food

 

WECHAT OPENS AD PLATFORM ANOTHER NOTCH WIDER

WeChat recently opened their “Sponsored Moments” platform to wider advertising. As the minimum spend drops from roughly $800,000 to about $31,000, the platform is now within the range of a large book advertising budget. The service does not have the U.S. presence that would make it useful to American publishers, but it’s a good development for the future of messaging as an advertising medium

#messaging

 

FACEBOOK AD PERFORMANCE UPDATE

New Facebook stats were recently announced, including average CTR, CPM, and CPC across the platform for Q2 2013 and 2014. Spoiler alert, everything’s going up: .36% CTR, $1.95 CPM, and $0.55 CPC for Q2 2014.  

#social

 

REACHING GAMERS ON YOUTUBE

YouTube NOW aggregates 25,000 gamer channels. It’s a huge market, especially good for reaching young males. But it’s not only about young males, which Kimberly-Clark makes clear, targeting women with a :30 spot for Kotex.

#video #gaming

 

NEW FACEBOOK AD UNITS

Animated .gifs come to Facebook . . . for Wendy’s and Coke, anyway. The good news is that this kind of test heralds the opening of the platform to gifs from other advertisers relatively soon.  

#visual

 

NEW MOBILE MESSAGING AND SOCIAL MEDIA STATS

Pew has released a new survey of mobile messaging and social media. Some key figures:

  • 36% of mobile users use messaging apps such as WeChat or Kik (49% of ages 18-29)
  • 17% of mobile users use messaging apps in which messages instantly disappear (as in Snapchat) — 41% of ages 18-29
  • 59% of Instagram users visit the site daily (70% Facebook, 27% for Pinterest and 22% for LinkedIn)
  • 62% of all American adults use Facebook (66% of male internet users, 77% of female internet users)

#mobile #messaging #social

 

NYT DIGITAL SUBSCRIBERS UP

The New York Times reaches 1MM digital subscribers.

#digital #news

 

NYT NEWSLETTER NEWS

New York Times gets 20% open rate in newsletters. How? Highly curated by trusted editors plus a seriously engaged opt-in audience. It’s why we love them.

#email

 

GOOGLE’S BEST PRACTICES FOR BANNER CREATIVE

Google released a pretty good  primer on banner ad creative.

#creative

 

SLOW JOURNALISM IS IN OUR WHEELHOUSE

Nieman reports on the value of slow journalism (that’s our specialty, book people) in the age of instant information.

#news

 

PROGRAMMATIC VIDEO DEVELOPMENTS

Hulu is experimenting with opening their video ad platform to programmatic buying.

#video #programmatic

 

IS INSTAGRAM CHANGING HOW AGENCIES APPROACH CREATIVE?

Spoiler alert: Yes, creative is getting much less spontaneous in look and feel. Our favorite quote comes from Chris Corley, group creative director at VML in Kansas City:

“I think we do have the obligation to sell, but we also have an obligation to not pollute the world with garbage.”

Fair enough.

#social #creative

Next to Now: Social Media Edition

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TWITTER AD OPTIONS EXPAND

Twitter expands its ad products to drive video views and Tweet engagements beyond the Twitter platform.

#social

 

FOOD AND PINTEREST

57% of Pinterest users have browsed food content on Pinterest while in store. For cookbook publishers, that sounds like an opportunity:

“DIY and crafts, home decor, food and drink, design, and hair and beauty were the leading content categories for which users considered Pinterest a “go-to” source”

#social

 

 

GREAT POETS STEAL, BAD POETS BORROW . . . 

But if you’re a marketer for McDonalds you need to be a little more careful with where you get your images.

#advertising

 

THE SIX BEST PRACTICES OF VIDEO SHARING:

(1) Front-loaded excitement, (2) Gifs tied into cultural moments, (3) Audio-agnostic experimentations, (4) Creator collaborations, (5) Brands as live broadcasters, (6) Content with a cause. Now you don’t have to click the link.  

#video

 

HOW CLOSE ARE WE TO MAINSTREAM VR?

Unprecedented marketing opportunities are coming soon when social, engaged marketing practices meet virtual reality. Mainstream VR devices are coming soon from Valve, HTC, Facebook’s Oculus Rift and more. While that doesn’t mean they’re going mainstream for another 5 years or so, it’s worth starting to get to know the possibilities now.

#VR

Next to Now: Hot News Edition

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WHO’S HOT?

“July’s Most Tweeted Sites” in order: BBC, NYTimes, Mashable, The Guardian, The Huffington Post, NBC, CNN, Forbes, Fox News, Business Insider

via The One Thing Issue 15

#placement

 

HTML5 IS GOING MAINSTREAM

IAB updates the industry standard to HTML5, finishing the job on Flash that Steve Jobs started when he wouldn’t let it work on iPhones. Verso is ready for the switch.

Related: Amazon announces it will no longer accept flash ads on its site, starting in September

#adtech

 

THINK ABOUT *WHEN* YOUR VIDEO IS SERVED

This chart reveals mobile video consumption by daypart. Currently only “6% of US digital video campaigns served on (the Videology) platform during Q1 2015 used daypart as part of their targeting criteria.”

#video

 

THE COLOR OF INNOVATION

is chartreuse.

#design

 

LISTEN OUT FOR NEW SPOTIFY AD OPTIONS

Spotify is changing its privacy agreement to give it more access to personal information. It seems likely that this is in advance of new ad products on the platform.

#audio

 

PROMOTED VIDEO ADS COME TO GOOGLE

Google is testing promoted video ads on the search page. Yahoo and Bing search teams are also developing the technology to make this happen.

“‘What used to be narrowly defined as search is being turned on its head,’ said one digital marketing executive. ‘Google is finally getting away from just having three lines of text. Video ads have taken over mobile, Facebook and YouTube, and Google is thinking about how to integrate them into search.’”

#video #search

 

CAN LOCAL PRINT MEDIA “OUT TV THE TV”?

Print newspapers are using video and platforms like Roku to serve local communities with the news their local TV stations are ignoring.

#video

 

REWIND, AUGUST 2013: “IT’S THE CREATIVE, STUPID”

In the August 2013 MacTaggart lecture, Kevin spacey talked about the changes to the creative industry, and the importance of nurturing emerging talent.

via The One Thing Issue 15

#creativity

 

Next to Now: “Everybody in the Pool” Edition

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PERISCOPE UP

Periscope now has 10 million users who watch 21 million minutes a day.

#social #video

FACEBOOK ADS OUTPERFORM OTHER SOCIAL NETWORKS

More marketers say they’re satisfied with Facebook ad performance than say the same about LinkedIn, Twitter, or YouTube. Those platforms all serve very different functions so it’s a little disingenuous to put them all together in a group as if it’s a single horse-race, but it’s worth keeping in mind. As is this tidbit in the last sentence of the post:

“The report also said paid advertising now accounts for 83% of marketers’ social spending, as it becomes harder to reach users on those social platforms without paying to do so.”

#social

NEW FACEBOOK AD PRODUCTS

The recently launched Carousel unit is already one of the best performing Facebook ad units and the Dynamic Product Ads are sure to be the same (though they are more relevant to retailers than to brand advertisers).

#social

MORE ON AD BLOCKING

Four charts that say ad blocking is something we need to face.

#adblocking

TIMING IS EVERYTHING

One way around ad blocking is increased native options, including new campaigns that target ads to specific real-time moments based on hundreds of factors, from biometric data collected by your cell phone to real-time events such as when your favorite team wins or if you attain a new level in a video game.

#mobile #native

“I AM VERTICAL / BUT I WOULD RATHER BE HORIZONTAL.”

That’s what Sylvia Plath wrote in her poem “I Am Vertical.” It’s a sentiment that applied to video shot for the Web–at least until recently, when platforms such as Snapchat, Periscope, and Meerkat definitely prefer vertically shot video. (Really? Turning your phone to the side to watch a video just takes too much time.)

Farhad Manjoo weighs in on vertical video orientation for the New York Times: “not a crime.”

#video

WHAT’S THE RIGHT MEDIUM FOR YOUR MARKETING: INSTAGRAM OR PINTEREST?

This ClickZ article does a good job outlining the pros and cons of each platform. But what it really comes down to is knowing the ins and outs of whatever platform you’re using to promote your books. Interact using each platform’s native trends, tools and tendencies.

#social

DON’T SLEEP ON VINE

Everyone has been focused on Snapchat, but meanwhile Vine continues to develop a healthy, responsive audience.

#social

ARE VIDEO ADS PERFORMING GREAT FOR ALL THE WRONG REASONS?

We know video ads work . . .

“When Q1 2015 polling by Aol queried US internet users ages 13 to 54 who watched video on a mobile device at least monthly about ad recall, more than eight in 10 remembered digital video placements on each option listed: 84% recalled those on tablets, 83% on smartphones and 82% on PCs.”

. . . .but do people remember them in the way because they’re particularly annoying? Maybe. That said, the problems cited in this survey are fixable: keep repetition down (not a problem for book publishers given our budgets) and keep the videos short (who’s going to tell the editor we can’t use *all* the quotes?).  

#video

EMAIL IS (STILL) NOT DEAD

Email marketing is not sexy but it has 3 things going for it: (1) ability to use big data to personalize communication, (2) ease of integrating with other marketing channels, (3) ability to measure and adapt every day

#email

INSTAGRAM, HASHTAGS, AND GOLDILOCKS

How many hashtags should you use in your Instagram posts? Three is too many, one is too few, two is *just* right.

#social

This week's cover art is taken from Ida Applebroog's recent show, "The Ethics of Desire," at Hauser and Wirth. It is from a series of scenes she painted on folding chairs.

Next to Now: Big City, Open Sky Edition

Next to Now
 VIRTUAL REALITY IS COMING TO A WORLD NEAR YOU

In terms of potential for book marketers, VR is not “next to now” so much as it is next to next to now. But it’s coming:

“So, what’s the SEO and general marketing upheaval linked to augmented and virtual reality? David Amerland, author of Google Semantic Search, states that ‘augmented reality uses semantic technologies to introduce a structured, information-rich layer into the real world environment.’ It must all be keyword-researched, and discoverable by search engines and the searcher. We also must give the user the ability to leave their own mark in the augmented world via content insertion.”

#VR

 THE NEW YORK TIMES TARGETS READERS BY TIME OF DAY

To be clear: The NYT has let us target readers by time of day for years now (something this article misses) but what’s new is updated and improved targeting information coming in via Mobile and new Times products such as “Morning Briefing.” This is a smart move by the NYT, and a great way to reach out to potential readers when they’re most open to new ideas.

#targeting

ARE MARKETERS READY TO THINK VISUALLY?

CMO Council members argue for the importance of new marketing through visual means — .gifs, videos, photos — but find most businesses ill-prepared for this shift in approach.

#visual

HERE’S ONE WAY MARKETERS *ARE* THINKING VISUALLY — WITH KIK

Messaging service Kik innovates in the advertising space, using .gifs on sponsored messaging for the movie “Maze Runner: The Scorch Trials”:

“Like the movie’s story, the app’s messaging can go several ways. ‘It kind of feels like one of those choose-your-own-adventure books that you may have played as a kid but played out in a much more modern way,’ said Paul Gray, Kik’s director of platform services.”

#messaging

YOU GET WHAT YOU PAY FOR

When it comes to ad recall, full-screen interactive ads beat both standard display and rising star units by 20%. (Of course, they’re also a lot more expensive to produce and serve.)

#data

HOW DO YOU REACH MILLENNIAL GUYS?

IMGUR is about to take promoted posts out of beta. With engagement rates of the beta ads at 1-4%, this is definitely a good source for an engaged readership for this demo. Imgur has more than 150 million monthly active users—a mostly young, largely male audience with a reputation for being commercially skeptical. Seventy-five percent of Imgur’s audience is under 35, and 60 percent is between the ages of 18 and 24. Whether they’re book buyers or not is a different question.

#mobile #visual

FASHION ADVERTISING AND INSTAGRAM: A MATCH MADE IS LUXURY HEAVEN

Fashion brands increase Instagram interactions by 77%. While fashion brands have obvious advantages in an image-centric environment, there are lessons here for all marketers.

Via Dark Matter 050

#mobile #social #visual

SOCIAL MEDIA STATS

Stats include: Data on Facebook fatigue real, one measure by which Google+ is out doing Facebook, and the top five activities on Twitter, Google+, and Facebook (which shows one reason why Twitter might be a better promotional vehicle for your message than Facebook).

via Only Dead Fish

#social

IF THERE’S A COMING AD-BLOCK ARMAGGEDON . . .

Here’s a thoughtful piece on the coming ad blocking revolution and what it means for advertisers, publishers, and journalists, and here’s another one, this from QZ.

. . . WILL MOBILE ADS SAVE US?

Maybe:

“Genesis Media, which surveyed more than 11,500 U.S. adults in late May and early June, found that while 24 percent of respondents installed ad blockers on either their home or work computers, just 3 percent did so on their smartphones or tablets.”

#mobile

MEASURING MOBILE AD EFFECTIVENESS:
  • POINT: WHY WE SHOULD WORRY ABOUT MEASURING MOBILE:

It still comes down to click-through rate and that’s not good enough.

“Marketers are saying, ‘I can’t drop a cookie, therefore I can’t measure.’ The reality is it’s just as easy, if not easier, to measure in mobile apps, because Apple and Google have given us advertising identifiers.”

#mobile

4 MARKETING TRENDS TO WATCH FOR IN 2016

A little click-baity for a headline, but it’s a decent list. Having just been to a demo for VR technology at an NYU lab, we can confirm that the future is bright and nearly here for VR technology through such devices as Oculus Rift. And we do think it will change what we mean about “live events” — and, by extension, what we mean by “live marketing.”

#trends #VR

INSTAGRAM TURNS ON ITS API

. . . and that means minimum spends will start dropping as it becomes easier to advertise through marketing partners like Hootsuite, instead of going through Instagram sales reps for colossal budgets.

#social #visual

Next to Now: Good News / Bad News Edition

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GOOD NEWS FOR PANDORA LISTENERS . . . AND ADVERTISERS

Pandora’s sponsored listening program leads to higher ad engagement by *decreasing* the frequency of the ads. We think that advertising which helps users get what they want works much better than advertising that interrupts what they want.

#audio

 

GOOD NEWS FOR INSTAGRAM

The opening of its ad platform could well mean that Instagram will make more from mobile in 2017 than Google or Twitter.

#social

 

GOOD NEWS FOR HULU

With all the big streaming news coming from Netflix (on which we can’t yet advertise), you might wonder if Hulu (on which we have run many successful ad campaigns) can keep up. Turns out they’re doing very well, thank you: With brand-new content deals for Showtime (including Homeland, The Affair and Masters of Sex) and getting the Hulu remote app up and running on Apple Watch, they’re continuing to stay ahead of a fast-swimming pack.

#video #streaming

 

 

BAD NEWS FOR BROADCAST TV (lots of it):

Younger demographics are abandoning traditional TV in droves. (via @BenedictEvans)

Also a BI article about the same study. 

The change in TV consumption is in its infancy, but it’s far enough along that we can start to see trends in how it’s developing. Here are some of the ways.

More signs of the switch in TV consumption: For the first time, more people are using Comcast for internet than for TV . . .

Or you could pay up to $200k for a thirty second spot on Caitlyn Jenner’s new show.

#video #probablytechnicallygoodnews

 

 

BAD NEWS FOR “OLD GAWKER”

It hasn’t been a great time to lead, read, or work at Gawker recently. We trust they’ll turn it around.

#media

 

BAD NEWS FOR TWITTER

Bad news for Twitter and its advertisers: A June 2015 study suggests only 3% of Twitter users find ads on Twitter relevant. This is fixable, but will take better work on both the creative and targeting sides.

There was some good news in Twitter’s earning’s call on Tuesday, where it announced higher than expecting revenues, but investors were unimpressed with user growth. 

#social

 

 

THIS THING IS “BAD NEWS” BY DESIGN:

“If a thing is designed to kill you, it is, by definition, bad design”: Mike Monteiro in Dear Design Student.

(via @NextDraft http://nextdraft.com/ )

#design

 

 

BAD NEWS FOR BACK-TO-SCHOOL SALES . . .

“Parents are blowing-off back-to-school shopping.” The article blames this on poor mobile advertising, but we think it is simply more a reflection of larger trends: toward flexibility and buying what you need when you need it, and away from the long-term planning style of household management.

#backtoschool #mobile

 

. . . OR IS THAT GOOD NEWS?

Google uncovers trends and shares advice about reaching back-to-school shoppers based on search trends. Since search interest for “back to school” rose 48% last year, it’s worth giving them a listen.

#search

 

 

GOOD NEWS? BAD NEWS? DEPENDS HOW YOU LOOK AT IT

ClickZ published a useful thought piece about targeting: The more smartphones know about us, the better advertisers (like us) can target ads. Generally, we think this is a positive thing when it’s applied with care and respect for people. But do we want a world where the health tracker on your phone suggests you have indicators of heart disease . . . so you get served an ad for a book on heart disease? Yes and no.

#mobile #targeting

 

 

 

Next to Now: Heart of the Summer Edition

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It’s alive!

Twitter makes it easier to link your advertising campaign to live events.

#social #live

 

Are interstitials worth it?

Google says they deliver great click-through numbers but also high levels of bad feeling.

#advertising

 

Peep shows, drones, and caffeine-ready concerts.

Check out some early marketing experiments with Perisocope.

#streaming #social

 

YouTube getting VR-ready.

“YouTube launched its first 360-degree video ad yesterday.”

#video

 

Apple gets into the streaming radio business.

“Earlier this year, Apple extended its mobile advertising network to iTunes Radio, its web streaming service that competes with Pandora, through programmatic ad buying.”

#programmatic #audio

 

“I ALWAYS MISSPELL GENIUS SMH! THE IRONY!”

For your next ad, might we humbly suggest an artisanal font made expressly for Kanye? Inspired by Kanye’s tweet, “Sometimes I get emotional over fonts,” Yeezy Display will add a mere $50,000 to your production cost.

(Via Dark Matter Issue 049)

#design #yeezy

 

The return to the couch.

OTT Devices (“Over the Top” boxes such as Apple TV or Roku) are bringing Hulu viewers, and presumably other streamers, back to the living couch—which means TV is regaining its “real-life” social component (because the couch is where we can watch with other people), without necessarily losing its digitally social component.

#video #streaming

 

Email on the fly.

There’s no more question about it, email is majority mobile-first.

#email #mobile #samething

 

The end of Inbox Zero?

It’s probably not a coincidence that the move to mobile with email is happening at the same time as we are rethinking workflow:

“Inbox Zero, while a great concept within the limits of email and paper (“Clean Desk policy”), is a fundamentally authoritarian high-modernist concept. It creates a strong, bright line between profane and sacred regimes of information, and encourages you to get to illusory control (a clean inbox) by hiding precisely the illegible chaos that’s tempting and dangerous to ignore (if you use folders, you likely have one or more misc folders even if you don’t call them that). This is dangerous because you’re just moving unprocessed chaos from a procrastination zone with strong temporal cues (the Inbox) to a denial zone with broken temporal cues (the set of de facto misc folders).”

 

(Via Dark Matter Issue 049)

#email

Next to Now: The End of Big Tent Marketing?

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This week, new data from Instagram, YouTube, NPR and more suggests that the shift away from big tent marketing—where all your customers will hear your message at one, pre-determined moment—is well underway. Time to set up lots and lots of individual tents.

 

Instagram builds on its lead as the most important social network among U.S. teens.

Teen Social Net Prefs

 

 

 

Instagram announces that it will open its network to everyone this fall. Rates, minimum spend, and other requirements have not yet been released to us at Verso, but as soon as we learn more we’ll let you know.

 

What does a customer-first approach mean for marketing? “Marketing is no longer a department,” says IBM’s Michelle Killebrew:

“Businesses of all sizes are (truly) embracing the concept of customer centricity and understanding that marketing is no longer a department, because everyone (customers and employees alike) has a voice that can be amplified through social and mobile channels. Every interaction with a customer is part of their experience with your brand. It is why companies are focusing on employee engagement now more than ever—employees are the face of the company to the customer.”

This type of insight doesn’t easily map to book publishing, since every publisher is caring for hundreds to thousands of different brands (aka authors or series), but it’s undeniable that editors, marketers and publicists for every house are gaining public voices—and this is a good thing.

 

On the subject of one-to-one advertising, this outdoor campaign for a Swiss vacation spot is brilliant at literally starting a conversation.

 

YouTube viewing habits are going mobile: 50% (and growing) of YouTube views are mobile. 

 

TV viewing habits are changing: 28% of all TV watching is now streaming.

 

In another sign that the NPR audience is beginning to shift from live listening to on-demand, NPR podcasts have nearly doubled in hours downloaded over the last year. 

 

 

Next to Now: New Habits in Bloom

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This week, we peek into changing consumer habits in messaging, video viewing, marketing, and searching.

 

Instant messaging is on the rise and ready to overtake email as the primary communication tool by 2019. Get your marketing skills up to speed.

 

Who What When Where Why: The modern quest reveals itself across all our autocompletes (apparently we still really want to know “Who killed JFK?”):

via Dark Matter 

 

The rise and fall of persona marketing, continued: Why personas are like Marmite.

via Dark Matter

 

The decline of kids TV—now so much less popular than tablets it’s a punishment:

“Mobile devices are so popular with kids that nearly half of the 800 parents quizzed by Miner & Co. reported that they confiscate their kids’ tablets when they act up and make them watch TV instead”

via Dave Pell

Next to Now: July 4th Edition

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Happy 4th of July everybody. We’re getting this week’s edition of Next to Now out a little early so people can get their book-related ad industry reading in before fireworks prep work tomorrow. Here’s what we’ve been reading this shortened week:

 

When we say video is exploding online, we really mean that *mobile* video is exploding, and when we say mobile we really mean mobile phones, which are at 34% of video viewing as of March 2015 (up from 15% in March of 2014). The really good news from our point of view is that people are more than willing to watch ads to get their content free:

“IAB found that 78% of respondents would rather watch free mobile videos with ads, vs. 15% who would rather pay for a monthly mobile video subscription with no ads and 8% who would rather pay for each mobile video with no ads.”

 

 

Virtual Reality comes to retail (at least in demo). If they can bring a SoHo shopping experience alive to festival-goers in Cannes, maybe we can also start talking about translating the real physical indie bookshop experience online in the near future?  What I wouldn’t give to be able to noodle around Chicago’s 57th Street Books basement stacks from my New York City apartment.

 

Benedict Evans’ newsletter is worth subscribing to if you’re interested in all things mobile (and you should be). Here he is from his most recent newsletter on search, discoverability and how to find what you’re not really looking for:

  • “Google is very good at giving you what you’re looking for, but no good at all at telling you what you want to find, let alone things you didn’t know you wanted.”
  • “Amazon, after 20 years of ruthless execution, still only has under a third of the entire print books market. Most people buy most of their books in physical retail, because book shops are not just relatively inefficient end-points to a physical logistics network, but also filters and recommendation platforms. They’re high-latency but also high-bandwidth.”
  • And the pay off:  “Though some companies can make it entirely through organic search or Facebook virality, most cannot . . . For the rest of us, that means marketing. In effect, by removing all other constraints, the internet makes advertising more important than ever.”