Big Think

Hefner:    Well, we’re actually retooling the whole site.  It’s a little bit like when you want to rebuild the kitchen, you have to sort of demolish it first.  So, we’ve been in that process and we’ll be re-launching in January.  And part of the reason is that there have been a lot of developments online that we want to capitalize on and that’s involved the necessity of building a new infrastructure.  So, the new site will have much more opportunity for social networking, much more opportunities for targeting and personalization.  It will have widgets so people can port their contents to other sites.  I think the days of kind of the walled garden approach are really in the past.  And it will just have a much more expansive opportunity for content including a lot of video content which we know from our own experience online with our consumers is a growing interest as more and more people have high speed broadband access.