We’ve been tracking sales decay in our newsagency for several months and have refined an in store marketing campaign around day one for seven day titles. Yesterday was the first time we have used the strategy for That’s Life and the result was a 33% sales increase compared to the last 12 weeks. This is 33% growth on top of the 100% growth achieved year on year to the end of September. By understanding the sales decay and therefore the importance of day 1 of a seven day title we’re achieving very significant above average growth.