 Radio is affordable in our community. You can put one drop of blue dye in a gallon of water and it won't change a thing. But if you put 50 drops, it changes everything. If you give a commitment nine months, a year, you will see a difference in your business. I know we did, and we've been on radio close to 15 years now. And we've increased our budget about every year. When you get out of your comfort zone, that's where your blessings are. And it's the same way with radio.