The fundamental nature of the internet has broken the geographic monopoly that things like newspapers. And no longer do you have to get your new source from, maybe in sydney, the sydney morning herald, or perhaps you read the australian um. If if you're interested ini in a more broad news perspective in australia, you can go to the new york times,. You can go to crike and stratekery. The problem facing all new organizations is that users are not choosing to go to them directly. Their choosing to use google, or choose to go to facebook, and thus in arriving at their sights via those channels.