Generally, it's going to be the same amount of advertising. We've got a similar number of key sponsors and similar number of major sign elements.

The idea that the brand essence can come from anywhere brought a lot of energy to us. It made advertising a practice, not the be-all and end-all, and it gave credibility to our strategic planning people as more than tacticians.

What the success of America Online has to be is to generate additional advertising revenue. They can only up the subscriber fee so often.

Our advertising tells the truth, and we stand by it.

The more attention the market gets, the better. It's free advertising for the category.

In the whole mix of Internet advertising, we feel like we are sitting in the pole position.