The world as it should be

After viewing a few internet marketing videos from Stompernet.com
(https://stompernet.infusionsoft.com/go/F5BD/newsds/), I wondered if any of the ideas could be applied to the newspaper business. Extra cash through better marketing might be the answer to outsourcing the repetitive tasks to free you to do the more creative, long-term work. I’m not a newspaper publisher (I don’t even play one on TV or the web), and I am sure it’s more complicated than this, but I think you’ll get the idea.

I’d sure like to understand why this wouldn’t work.

Let’s say you are a 5,000 paid-circulation weekly newspaper. Let’s also assume you want to keep your print version alive, and for this discussion, we’ll leave out rack sales, as well as fixed and operating costs and the like — numbers that would vary widely anyway. Your current paid subscription rate is $20 per year for a gross of $100,000 per year.

Now remember the key to surviving, if not thriving, in today’s market is to KEEP YOU CURRENT SUBSCRIBERS. Gaining new subscribers can still be done, but that’s an extra expense with less potential than better serving your current loyal customers. You already know they are paying customers. Make it hard for them to quit.

If you increased your subscription rate by a mere 5 percent, that would mean an increase of a buck for your readers, but $5,000 to you, with no increase in costs beyond your marketing materials to sell the increase to your subscribers. Think you could outsource a few of those weekly mundane activities you are bogged down in with a little extra cash, leaving you time to focus on growing your circulation?

But wait, there’s more — as they say on those TV ads.

Let’s say you increase your subscription rate by $3, still a small amount over the course of a year for your readers. Some of you are probably already sweating over the thought of raising your subscription costs by 15 percent. Why, it’s madness, you may be thinking.

But that’s $15,000 extra gross revenue, so it’s worth kicking around. Let’s do a little more math. Let’s say that a few of your readers get ticked off and cancel. How many readers would you have to lose to break even, to be back at your starting point of $100,000 in revenue?

A hundred? Three hundred? How about losing 650, or 13 percent of your subscribers and be no worse off than before you raised the price! (Actually you could lose 652 subscriptions, but let’s round it off.) One could argue that many of those were likely about to quit the paper anyway through churn, but that’s not the point.

Do you honestly think that you would lose 13 percent of your subscribers over $3, the cost of one tall (small) latte at Starbucks per year? (Which, come to think of it, might be a good marketing line….)

The key is to spend some effort in showing the TOTAL VALUE of subscribing to your paper in your marketing materials. There are a few ways you can do this, and much of this you probably have already thought of. So consider these reminders.

1. Would you be willing to spend $23 to get a GUARANTEED return of $52? All a reader would have to do is save a buck a week on average from using the coupons and sales information in your paper. You could point out how easy that is to do and that after a few months for the average reader, the paper is FREE for the rest of the year. You can’t beat free. BUT YOU MUST point that out in your marketing messages. Don’t make your readers do the math for you. One free 2-for-1 coupon for a box of cereal alone could be worth more than $2! You should also point how your paper also can save readers TIME, which translates to money in their world, too.

2. Point out ways you are better than your competition — better local content, more names and faces, guaranteed satisfaction or their money back (all of it!), superior customer support, and so on. The idea is to show the VALUE of a subscription, the UNIQUE content or access to content that you provide, in such a way that saying no would obviously be a bad decision.

3. Then, be sure to give them that little bit extra. Give subscribers ADDED value by tossing in some extras, such as having a mailing list that sends out shopping tips or coupons and specials a day early, so they can beat non-subscribers to the deals. You could build a campaign to sell this idea to local businesses, too, which may very well interest them greatly. You could use the scarcity tactic here on your subscribers, by saying the list will be limited and you better hurry to get your spot in the group. ACT NOW! LIMITED AVAILABILITY! These are attention getters.

Use an autoresponder program tied to your web site to send out constant e-mails with links to free items, sales, coupons, interesting news, breaking news (here is where you could use Twitter) and more. This is that EXTRA VALUE I talked about. I use AWeber. It is pretty cheap, and I am quite happy with it.

You can easily create free forums for special interest groups, like young mothers, frugal folks, home gardeners,etc. Don’t overlook goodies you can make available to the subscribers portion of your web site, which I think should be cordoned off from the free part of your site. Despite some research to the contrary, I think you need to make at least part of your web site available only to subscribers. Again, you just have to make your total offer too good to pass up. People are used to paying for cable content, aren’t they?

Speaking of Twitter, it’s hot right now, and your young target market is all over it. It takes almost no time to use and learn and you can provide another (FREE!) service for your readers. More value!

You are really going to have to get your ad staff and your editorial staff working in harmony to get optimum return — and I know that dropping the ever-thinner veil between advertising and editorial is a scary thought to many. But it’s time to modify the old ways of thinking. If the ad staff had an idea of what special packages you were presenting in the coming weeks or months, perhaps they could more easily sell ad space. Think SYNERGY. You can do that and keep the newsroom “clean,” too.

Check out this article for more: tinyurl.com/cxa85v

One more thing the web site can add besides community is more content, which you can get for free from what are called Private Label Rights and Master Reseller Rights web sites. You could use this content in your print product or on your web site and you could even sell some of the content as e-books to your subscribers for a small fee (or give them away as bonuses for renewals) and create more interest in your site and a little more revenue. It’s really quite easy. An intern or part-time high schooler could process the content for very little expense. (Did I say the content would be FREE?) (CORREX: You may have to pay a small fee for someone to do the gathering for you, but it is worth it!)

All this also adds value for your subscribers. A few weeks into your new marketing campaign you may even see MORE new subscribers at that higher price than you lose, because of the value you have added at little or no cost.

BOTTOM LINE: Add value. Redesign for busy readers. Add easy content. Market your uniqueness and value. Bump the cost a bit to increase net revenue to cover minimal extra costs. Hit your recent unsubscribers hard with marketing materials/phone calls. Sell, sell, sell. Be the best. Be indispensable.

“But I don’t have the time.”

I hear this all the time from my colleagues in the newspaper business. I heard it from the eight people who found the time to take the News Design School survey (thank you!). The main reason, they all said, they didn’t use the free NDS services was lack of time.

I asked about using the NDS Forum, reading the blogs, testing the tips, using the special (and free) Valentine’s Day info and graphics package. The answer, almost in one chorus: didn’t have the time, too busy, yada yada. The other members, the ones who didn’t answer, probably didn’t have the time! 
GOT TIME TO GAS UP?

If you are driving around town doing errands and you note that you are low on fuel, do you avoid gassing up because you “don’t have the time to stop?” I didn’t think so. To me, that’s the same logic as when people say they don’t have the time to work on bettering their business.

If you want to build your business and increase your revenue you absolutely must spend some time each day working on the long-term goals you know are important, albeit not urgent. As Stephen R. Covey says in his “First Things First,” we spend too much time doing unimportant things that are presented as urgent, so we think they are IMPORTANT. We allow urgency, which is really false importance, to rule our work day. We are caught up in the daily grind….of the trivial, or administrivia as I like to call it.

THE IMPORTANT VS. THE URGENT

If you allow these “urgent” needs to rule your day, you’ll never get the truly important work done, which comes across as NOT urgent. It needs to be done, because it will help your business, but you never seem to find the time.

Sound familiar?

YOUR ACTION ITEMS:

1. (You knew this was coming) Use News Design School and members of our community as resources and also give of yourself to the community. The site and its members have a lot of expertise that, if shared more often, would help everyone. The rising tide floats all boats. Share tips and pages, ask questions, give suggestions.

2. Create time by systematizing your work processes. On a small notepad you can keep on your person, jot down what you do every day for one week. Break down the steps and decide what steps are simple enough to be done by someone else. Delegate. Even a one-person shop can delegate by outsourcing, saving time for the important work. I do it. You can, too.

3. Create templates for your pages — so that when it’s time for production, all you are doing is replacing placeholder copy with your new story or headline. Create story and story/photo modules in an InDesign library and simply drag them on a page if the idea of full-page templates is intimidating. This approach is especially good on those plug-n-play inside pages with lots of ads. This will save you a tremendous amount of time during production, time you can better use for creative approaches on your front page and other “showpiece” pages, as well as for business-building activities.

4. Take 15-20 minutes at the start of each day by prioritizing what you will work on that day. Be sure to remember that after covering the TRULY urgent, write down at least one important, but not urgent task on your list among the top three tasks. THEN DO IT. NO EXCUSES.

5. By working smarter you save time to do what is more important and probably what you enjoy more than grinding through the day-to-day administrivia of your job, and that is: growing your business.

P.S. Here is an interesting article with some advertising/editorial content ideas: http://tinyurl.com/cxa85v

Newspaper design has often been compared to two-dimensional architecture. I think it is a good analogy. Like buildings, newspaper pages must have a solid, underlying foundation on which to place elements.

Houses have wood framing; pages have a column grid. Both allow for consistency, creativity and beauty.

A neat trick to help you place photos and textual elements inserted into stories is to use smaller columns in your grid — the same size as your smallest element. Because this is frequently a half-column mug shot, I refer to it as the “half-column grid.”

With this system, your body text is set across two of the half-columns, and if you need to insert a thumbnail mug shot, you know exactly how wide to make it and where to place it. No more re-inventing the wheel each issue.

The half-column approach is also good if you want to have text wrap around both sides of an inserted element. In a two-column story for instance, you could place a pullquote in the center two (of four) half-columns and allow the text to wrap around both sides. Easy and consistent.

Another way to use smaller columns is to use an odd-number of small columns for that special page or package. I am a big proponent of varying your grid for special presentations.

With an odd number of columns, you still run your text across two of the “half” columns, but what about that leftover one? Use it for factoids, a brief pullquote, a series of mug shots or simply leave it white — even inside a spread — to help set the presentation apart from your straight news grid.

Used well, a half-column grid can add visual interest in an attractive and consistent way.

Examples:

Here is a story set on a standard grid. If you wanted to put in a thumbnail, would you know what size to make the art? Would you be able to make it consistently sized each tie you do this? (You should!)

If you are going to insert a thumbnail mug shot, a lot of times you are flying by the seat of your pants in terms of size. You may have different heights and widths for each story in your paper, and inconsistency is unattractive.

But, if you are using a half-column grid, AND, if you have created a mug shot and name combination in your library, all you have to do is drag the blank (complete with name placeholder and text wrap) on your page, and then add in the new content. Easy!

In the example below, you can see the mug shot and nameline in the library. It was dragged onto the page and now it’s ready to go.

Below is one example of how you can use an odd number of half-columns for everything from side cutlines to factoids.

Smaller newspapers rarely have access to an artist. Maybe they’ll have a photographer or a designer/production person with some skills, but getting good art for stories can be a problem.

A lot of the clip art on the web is pretty tacky, as are the clip art collections you can still get on CDs.

One overlooked source of good clip art, which can really modernize and jazz up your page layouts, is dingbat or picture type fonts, such as Webdings and Wingdings. These both usually come with Windows machines, and the Mac has similar fonts, like Zapf dingbats.

1. Draw a text box on your page and select Webdings. Go to the Windows > Type and Tables > Glyphs (Alt-Shift-F11).

2. Select a glyph you want to work on. Let’s use the train. Double click on it and then paste in your text box. Make it big, say 360 points. Adjust frame to fit if you need to.

3. Select the train with the Text tool, go up to the Type menu and slide down to Create Outlines.

4. Switch to the Selection Arrow (the black one) and click on the train itself. Cut it (Ctrl-X). The train will disappear to the clipboard.

5.Now select the remaining text frame and delete it with Delete key.

6. Paste the train back onto the page (Ctrl-V).

7. If you want to use the black and white, you’re done. If you want to colorize the image, go to Object > Paths > Release Compound Paths.

8. Now all the various parts of the what is now art (and not a “letter”) are available for adjusting. To help you see them, while they are all still selected, give them a fill of none (Swatches) and a stroke of .25.

9. Then go ahead and add color. Use Ctrl if the layers get in your way and Ctrl-Shift Click to select multiple items. I didn’t work too hard getting good colors on the example. Just wanted to show you how it was done. I also used a gradient and added a drop shadow.

10. Voila. Clip art!

There are a number of free dingbat fonts besides the Webdings and Wingdings already on your computer.

My favorite font is one with insects (see example). You can this and a bunch of others — most free — at http://www.fontgarden.com/dingbats/dingfonts.html. Another good one is at http://tinyurl.com/ye652lv

Put dingbat font or picture font in Google and you’ll find a few more. The nice part is you can make them as big as you want without losing quality and you can so easily change B&W to color.

Now you can dress up your blank, gray stories easily, making them more visually interesting with free clipart fonts. Enjoy!

We’ve heard it all before: the fate of the print newspaper as we know it looks increasingly grim. The industry is experiencing a sea change. We’re all familiar with the numbers. According to the Audit Bureau of Circulation, American newspapers have seen a steady decline in print circulation over the last 14 years.

The rate of decline seems to be increasing, in part because of the general economy. As I’ve said before, the answer seems to lie with interactivity on your web site – as well as improving your print product through better content choices and, of course, BETTER DESIGN.

Recently the Bivings Group published findings* from a study done in 2006-2008 that solidifies my contention (see past newsletters) that newspapers must be more adept at learning new technologies and utilizing them in order to stay relevant and survive.

(You also need to pay more attention to your print product, and more important, pay attention to your customers, but that’s for another day.)

The study examines how newspapers are responding to the current crisis by investing more in their web programs. The key to successfully upgrading a newspaper’s technology involves making the jump from a static publication to an interactive meeting place for journalists and their communities, all presented in an accessible and easy manner.

They evaluated the web programs of the nation’s top 100 newspapers based on the features included, focusing on tools that increase interactivity and immediacy.

All in all, the study backs up the notion that your website shouldn’t be a digitized version of the paper product, but an enhanced, interactive version that offers not only good information, but a convenient place to network with the community.

Key Findings:
• Newspapers are experimenting with user-generated content. The study found that 58 percent of newspapers allowed for user-generated photos, while 18 percent accepted video and 15 percent, articles. Overall, 58 percent of newspapers offered some form of user-generated content in 2008 compared to 24 percent in 2007.

My Comment: Although I can understand some hesitancy to get into user-generated content, I think it is part of the future of successful newspapers. Give readers the ability to do more than simply comment, give them the ability to interact, and they will become loyal subscribers. This is one of the beauties of going with a Content Management System such as Joomla. You can give readers access to the web site so they can post content directly to the site that you can edit and use, if appropriate. Much simpler than having correspondents e-mail content or attach documents. With Joomla, for instance, readers are granted limited access to the site and their file is placed on the site where it waits for a staffer to edit. Only then can it be made public, all within the system. Cool.

• Research shows that the number of newspaper websites allowing users to comment on articles has more than doubled in the last year. Seventy-five percent of newspapers now accept article comments in some form, compared to 33 percent in 2007. My Comment: You absolutely MUST allow readers to comment this way. This level of engagement will keep bringing them back. They are used to doing that at the popular social media sites.

• Ten percent of newspapers had social networking tools, such as user profiles and the ability to “friend” other users, built into their sites in 2008. This compares to five percent of sites that included this feature in 2007. My Comment: Although this clearly isn’t as popular a move yet, I believe it is a smart one, and perhaps even critical for you to make gains in readership and revenue.

• Seventy-six percent of newspapers offered a Most Popular view of content in some form (Most Emailed, Most Blogged, Most Comments, etc.). This compares to 51 percent in 2007 and 33 percent in 2006.

• Some features that saw the biggest jump in usage were RSS feeds and the ability to comment on articles.

• All the newspapers sites examined in the study displayed some form of online advertising. Indeed, 100 percent of newspapers sites had some form of contextual advertising and 43 percent featured interstitial ads. My Comment: You need to design your web pages around your ads, not around your content. Too many newspaper web sites are designed backwards, relegating the ads to secondary positions. If you want clicks for your advertisers, you shouldn’t hide the ads.

• Integration with external social bookmarking sites like Digg and del.icio.us has increased dramatically the last few years. Ninety-two percent of newspapers now include this option compared to only seven percent in 2006.

• Of the new features examined in this year’s study, they found that 57 percent of newspapers offer PDF editions, 20 percent offer chatting options, 96 percent provide local weather information, 40 percent utilize SMS alerts and 70 percent offer community event calendars. My Comment: Get with the program(s).

• The number of websites requiring registration to view most content (free or paid) has decreased from 2007. Now only 11 percent of websites require registration to view full articles, compared to 29 percent in 2007 and 23 in 2006. My Comment: The paid subscription model might be attractive on paper, but you will have to find revenue elsewhere.

What will you do today to meet these challenges?
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Contact me at bob@newsdesignschool.com for some help as you create your profitable future.

*Report: http://www.bivingsreport.com/2008/the-use-of-the-internet-by-americas-largest-newspapers-2008-edition/

One key way to save money at your paper is to save time. You know:
the old saw about time is money. Specifically, time spent setting up
InDesign with all your styles, with several good libraries, with
page templates, and so on, will save you time when you most need it:
during pagination of the issue.

As Stephen Covey put it (more or less): you are up to your whatever
in alligators and you are fighting them off with a shovel everyday.
But if you don’t find some time to drain the swamp, you’ll have to
fight off the alligators every day.

Are you spending too much time fending off time-sucking alligators
and not “finding time” to drain the swamp?

Soon, I will upload a video or two, when I complete my “white paper”
on redesigning or setting up your paper in the first place. In this
I will address some questions I have gotten from a few NDS members.

As promised, here are a few helpful InDesign tips:

1. I saw this problem in the Wall Street Journal today. It has been
a common problem going back to the PageMaker days. In a paragraph of
type, for some reason, the last line is linespaced a bit more than
the rest of the paragraph. That spread-out last line stands out like
an apple in a box of oranges.

This is a common problem. Usually, there is an additional paragraph
return that somehow ended up with a larger leading figure. You can’t
see a return, but it’s there. (Actually, if you want to see it, go
to Type > Show hidden characters.) Delete the return if you don’t
need it or select it and change the leading to match the rest of the
paragraph.

2. You are probably using a lot of lists, some numbered. All is
well, until you run into a long numbered list and you want to line
up the single-digits properly with the double digits. Instead of
faking it with tabs and spacebar, do it properly with styles.

When you set up your styles (you are using styles, aren’t you?), you
can set up the spacing around either bullets or numbers in a list in
the “Bullets and Numbering” section of “Paragraph Style Options.”

Click on that section and at the bottom, you will see “Bullet or
Number Position.” This refers ONLY to the bullets and numbers in a
list. Set the Alignment at “Right.”

Left Indent refers to the space you need to move the single digits
far enough right to align properly with the multiple digits. You may
have to increase this number a bit until you have enough room for
the alignment. There is no magic number, as it depends on the size
of the type.

First Line Indent is only useful if you want a hanging indent. If
you do, this will be zero or a negative number. Again, you will
probably have to experiment a bit the first few times (then build it
into a style!)

Finally, the Tab Position number governs the space between the
number or bullet and the next character, i.e., your content.

That’s all the space for this time. Remember to check the archives
for the illustrations.

Sorry, but I couldn’t resist the opportunity to toss in my own $0.02 as to what you should be doing to improve your design work in 2009.

First, Happy New Year!

Here are my top five resolutions for you:

1. Improve your appreciation for newspaper design by looking at other newspapers for 30 minutes per week. You will be inspired by the different approaches you see — even the ones you don’t like. The easiest way to do this is by going to the Newseum site or newspagedesigner site. The links are available at the News Design School links page: http://newsdesignschool.com/links.htm

2. Review how you plan each issue to assure that you are working onideas about the presentation of the information from the very beginning. No more adding on “design” as you are paginating! Good design is PLANNED.

3. Be positive about your print product, even as the doomsayers are telling you that print is dead and the web is your salvation. You can’t beat the paper product for portability or for cutting out names and faces to mail to relatives or post to the refrigerator door. Your question for the year: How can you maximize the advantages of print?

4. On the other hand, DO pay attention to your web site, making it the go-to portal to the web for people living in your area. Can you imagine your web home page being used as the browser start-up page by your local residents? Wouldn’t that be great if they did? What should be on such a page? Tell your readers — and give them a link — how to make your page their browser’s start-up page.

5. Finally, and perhaps most important, resolve to ask questions and get answers to some of these important issues by taking advantage of the News Design School Forum and blogs. If we all chime in and become more active, I am certain we can solve many problems and help one another in many ways. I will add some of the above questions or topics to the Forum. (BTW, it’s at http://newsdesignschool.com/ndscampus/forum/)

Best wishes for a successful 2009.

Just a quick note to wish you a Happy Holiday season and a happy
and prosperous 2009.

As a thank you for signing up with the News Design School
newsletter, I originally attached a PDF/Word doc titled, “Writing ad copy
that really works.”

It has some good tips for your paper and probably even for your
smaller advertisers, who often write their own ad copy. If you sign up
for the newsletter and would like your free copies, e-mail me and let me know.

Feel free to give your advertisers a copy, perhaps even as an incentive
during a sales pitch. It’s yours to do with as you wish. You can even re-cast the Word doc as your own, adding your name and logo and editing it to fit your particular needs. I hope you find it useful!

Thanks again for signing up with News Design School.

Newspapers are filled mainly with type. Big type, little type. Type in color, type in all caps. I think that’s why I fell in love with newspaper design: it’s mainly dealing with type. I am even wild about body type!

I just added four new type-based sites on the News Design School links page, and I hope you check them out.

“I love typography” is a great blog with all sorts of good posts. My favorite is a video from 1947 about printing as a career. Made me miss my old hot-type days….

Then there are two sites that are mainly aimed at helping you put a name to that typeface that you like. “What the Font?” has you upload an image of the font and then gives you some responses as to what it might be. Cool.

The other is Identifont, which takes you through a decision tree kind of thing as it narrows down what your mystery font might be. Both can come in handy when you need to know the name of a font.

The last site is Typophile, aimed a bit more at the serious, well, typophile (i.e., I love it!). It also has a type identification system in its excellent resource section. Resources include a nice little tutorial on type and a blog, among other things.

Let’s face it: the more you know about type and how to use it well, the better newspaper designer you will be. So, read check them out and enjoy.

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Quick content note: don’t know if you noticed, but when I re-organized the site, I created a blog — I love to see my opinions in print! Check it out and leave a comment if you are so moved.

Now I’d like to ask a favor. Most of you have been on board for a month or two. I hope you have gained something not only from this newsletter, but from the rest of the site.

I would like to ask for your feedback on how I can make the site better for you. I am putting together a brief survey online, which I will send you a link to in early January. But if you care to shoot me a note right now, I’d appreciate it. Thanks in advance for helping me make the site better.

Any thoughts you can send my way would be a wonderful Christmas present!

Thanks for being a member of News Design School.

P.S. I have also put up another video on basic typography.

Way back in August I brought up the idea that newspapers need to rethink the way they operate if they are to survive the challenges ahead. The hardest thing for most papers to swallow is that they can’t think of them selves as “papers” any more.

Today, all are news organizations, information hubs, web link gatherers, and digital social gathering places for readers. The web comes first, or at least on equal footing with the paper product. Weekly newspapers are now dailies, because of the web.

In a sense, that is good because it levels the playing field a bit. Who do you think can win the battle of hyper-local news: large metropolitan dailies or your local community weeklies?

Here are some things you can do to make your web site more valuable in your community and gain more page views (and make your advertisers happy!).

1. Even weeklies need to update the web site on a daily basis. Put breaking stories up on the web site immediately. Update often. Beat the local dailies. You can follow up in the paper. Make one of your “beats” the web site so someone is responsible for instant updates. Put the more “timeless” stories in the paper.

2. Don’t be afraid to link to other sites. Your readers will look to you if you create “Link Central,” a go-to site for places to go to on the web. Dig out public records online and publish them in an easy-to-get-to way. People would love to find out real estate appraisals, public official salaries, divorces, and so on. It’s all free info and not that hard to gather and publish.

3. Speaking of other sites, be sure to work a deal with your advertisers where they link to you. That will definitely increase page views, especially if you create downloadable coupons.

4. As mentioned in an earlier newsletter, create social networking areas for readers. Create forums and e-newsletters (use an autoresponder) based around special interest groups within your communities: schools, prep sports, churches, young mothers,etc.

5. Speaking of schools, your local high schools (and other schools, too!) represent a tremendous opportunity besides the obvious coverage of every sport at every school with lots of reader-uploaded photos. Use a program that refreshes ads with every click through the gallery.

The other angle is to become sort of an online newspaper/yearbook for the schools. With current budget cuts, yearbooks and newspapers at schools are either ridiculously expensive or they are being cut entirely. Why not be the go-to place for that content? At the end of the year, you could even group the year’s photos and stories together and create a scrapbook for each school. You could even get some of the high schoolers to put the booklet together as a class project. I think advertisers would eat that up.

6. Finally, use the free Google Analytics system to see how people are arriving at your web sites and what keywords they use. Then use that information to improve your search engine rankings. I don’t think this is all that important for weeklies and that local marketing of your web site will prove more effective, but you may as well use every tool in your arsenal.