WJR Business Beat

In order to be competitive in courting businesses to locate in the state of Michigan as opposed to other states, something critical to our state's economy. Of course, one of the major factors is how Michigan ranks versus the others with respect to how taxation impacts both residents personally as well as at the business level. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

One of the biggest industry sectors in the advertising business is the auto industry and new data provides insight into just what the auto industry is up to with their advertising spend these days. Where are they spending their ad dollars? What can we learn from the data? Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Want to keep from getting replaced at your job by AI? Well, to do that, remember that AI can't replace creativity, and that may be the biggest differentiator when it comes to whether or not your job's really in jeopardy. No one knows that more acutely today than chief marketing officers CMOs, who are hoping to keep their jobs rather than lose them to AI. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Morning Consult is out with their annual report on the fastest growing brands 2025. DoorDash topped the list of fastest growing brands with a 6.39 percentage point increase in purchasing consideration from Q1 to Q3 of this year. In part by growing its consumer base among Gen X, baby boomers and middle income households. The delivery service ranked number one with men and consumers from households with annual incomes between $50,000 and $100,000, and while first overall, it was the second fastest growing brand with boomers and came in six with Gen X. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Elizabeth Renter, senior Economist at Consumer Finance site, NerdWallet, has this to say about the survey's results and about how Americans are feeling these days. As consumers across the economy segments of the population are increasingly dealing with tighter financial conditions, and while that's certainly true for federal workers, for example, and people dependent on food assistance from the federal government, the reality is that it's also now likely increasingly true. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is amazingly working for many brands these days? Getting a mascot. That's right, a mascot. Duolingo's Unhinged Owl has 16.8 million TikTok followers and turns language into a social phenomenon without spending a dollar on traditional advertising and it's not an unusual one-off outcome. Mascots are proving to have high value at little cost when it comes to establishing brand traction. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Millennials and Gen Z shoppers are leading the way in using AI to support their shopping this holiday season with 44% of millennials and 42% of Gen Z respondents saying they are likely to use chatbots and other AI tools for holiday purchase inspiration That compared to 23% of the overall population. How are they using AI? 72% said they plan to use AI for gift discovery ideas, followed by price comparison, then receiving product recommendations, meal ideas, and even clothing suggestions for holiday events. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

A holy grail in business is to secure repeat business from loyal customers. And while nearly two thirds of marketers still believe that brand love motivates these repeat purchases, the reality is that more pragmatic considerations, like convenience for example, has a bigger impact on driving those repeat purchases. Marketers often idealize loyalty as a form of emotional devotion, but research shows it's driven by far more practical factors, like providing that level of convenience, product performance, and situational needs. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Consumers born between 1965 - 1980 generate the highest revenue per shopper across almost every category at just 19% of the US population. They drive 31% of all in-store and online spending. Gen Xers appreciate product and services that enhance convenience for example, 80% use self-checkout kiosks regularly, and 2/3 rely on mobile apps and social platforms to discover and purchase products. 92% of Gen Xers use social media daily. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Report from Constant Contact: The small business holiday Outlook study says this, 77% of small business owners are confident that they will meet their targets this year and certainly welcome news given all the economic challenges both consumers and retailers are facing these days. The report cites that 60% of small business owners attribute half of their annual sales to this period, and a third of retailers feel the highest revenue pressure of the year during Q4. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Shoppers are expected to spend more during Black Friday and Cyber Monday this year, but based on the data, we'll be doing so in a more strategic way than last year. It's anticipated that the average person will spend around $340 on Black Friday, that's an increase of $90 year over year, and expected to spend $300 on Cyber Monday, approximately a $60 hike over the 2024 numbers. Overall, 40% of shoppers are expected to spend more this year than they did on Black Friday last year, and 32% expect to do the same on Cyber Monday. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

On-Message Inc, reveals widespread consumer anxiety about how AI is affecting news content. 76% are concerned AI stealing or reproducing journalism and local news stories. 51% say they are very concerned about this. 77% support and 59% strongly support Congress passing a law that would make it illegal for AI to steal or reproduce journalism and local news stories that are published online without permission or compensation. Only 26% trust information produced by AI. While 68% say it's not trustworthy at all, and 72% believe the federal government should place guardrails on AI to protect consumers. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Half of consumers worldwide today used a smartphone in their most recent retail purchase. 48% of consumers use mobile smartphones as part of their most recent purchase journey, that whether to compare prices, check inventory, or make purchases. And given all this action that continues to mount on the mobile platform ranging across the purchase journey, your e-commerce initiatives are mobile optimized in order to be out in front of those mobile shopping consumers. Beyond that, you need to execute loyalty initiatives and promotional campaigns that are tailored to the growing demographic of those browsing and buying via mobile today. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Main Street America Organization is a proud supporter of Small Business Saturday. And they're teaming up with American Express to help you support small businesses on your main street. As a neighborhood champion, all Main Street America members are pre-qualified to serve as neighborhood champions on a first-come first serve basis. Applications will remain open through mid-November or until spots are filled. So be sure to apply@www.americanexpress.com Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is it? As explained by Performance Marketing Insider, Agentic Commerce uses artificial intelligence and conversations to predict, plan, and learn what customers want. It turns ChatGPT into a personalized shopping assistant that no doubt is the future President and CEO of Walmart. Doug McMillan views the shift to Agentic Commerce as a move that will eventually end the use of search bars for product discovery in its marketplace. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Gallup reports trust in media has sunk to an all time low. Only 28% of Americans in a recent Gallup poll say that they now have confidence in media, and that's forcing them to choose other sources than quality journalistic media sources.The trust rating is down from 31% last year and 40%, 5 years ago. 34% say they have no trust at all in the media these days, Gallup began measuring confidence in the media in the 1970s when the numbers vary between 68 and 72% confidence in media, the decline has been significant. Now Americans get their views from biased sources, sources, they choose. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

33% of men indicated increase of their online shopping activity this year, versus only 26% of women. Most of us would've guessed at the demographic driving the acceleration is women, especially because women do most of the household purchasing. However, the new insights from the Wonder Kind study make clear, at least when it comes to online shopping, not only are more men than women expanding their online shopping this year, a larger share of women actually are reducing their e-commerce spending this year. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Forbes Research polled 1,075 C-suite executives at large global companies in August and September, uncovered new challenges that are less about figuring out the basics of AI and more about using it more strategically. Just over half of executives indicated that they're using AI across the enterprise to try to figure out where it fits best. While the remainder are using it for specific initiatives, the survey found, and this may indicate that companies are figuring out what AI can do best for them and concentrating its use in those certain specific areas as opposed to that broader enterprise approach. 56% are reporting an ROI of under 5% for their AI initiatives to date. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

As reported in Forbes, international travel to the US is significantly down in the first half of 2025. 1 million fewer people traveled to the US compared to the same period in 2024 a drop of about 3% year over year according to the International Trade Administration. By the end of this year, the US is on track to see 13 million fewer annual international visitors, and in 2025, the US share of global international travel will drop to around 4.2%, which is about half of where it was roughly 20 years ago. With respect to domestic US air travel, we're seeing a more positive trend as domestic travel is up 2% year over year. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

A new study just released by the Motley Fool. A private financial and investing advice company indicates that Michigan is now the 10th ranked state for the highest legal gross sports betting revenues from both in-person and online gambling. The revenues total 1.9 billion here in the Great Lake State since online gambling was legalized in 2020. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Adobe predicts that US online shoppers will spend 9 billion over the two day period this year with discounts peaking at 17% off list prices. Adobe also is predicting a major role for Buy Now Pay Later during the event with these services driving a total of $723 million in sales, that's an 8.1% year over year increase mobile shopping, also kicking in to make the action go and go big. Mobile shopping is expected to account for 50.5% of the overall spend compared to desktop shopping, representing 4.55 billion, a 12.7% increase year over year. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Desire to do more by big business with small businesses shows that companies currently only allocate an average of just 7% of total spend to small suppliers today. According to supplier.io, what prevents the giving are factors that encumber the intent. Such as internal hurdles and information gaps specifically noted as follows: Most organizations admit they lack the systems and intelligence to scale these partnerships leaving significant untapped value on the table. 96% of executives say they would source more from small suppliers if it were easier to find, vet and onboard them. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

BNPL has become more mainstream, Klarna Affirm and other top providers are now integrated into the checkout of some of the main e-commerce platforms, with recent surveys indicating 14 to 30% of US consumers have used the method to make purchases in 2023 through 2025. Number expected to grow substantially yet even more as we head into this holiday season. Highest usage is among millennials and Gen Z, though also popular with financially vulnerable individuals across all demographics. Popular product categories in which BNPL is utilized to make purchases, electronics, apparel, and furniture with a significant 25% of users now using BNPL for groceries. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Data shows almost three quarters, 72% to be exact claim to have used social media regularly in the past month.Video content in the form of streaming gets 69% of US consuming it while live TV gets about 63% of us. Listening to music from a streaming service such as Spotify is as common these days as listening to the radio. Each get around 58% of the audience consuming media in those categories. And last, reading digital newspapers gets 23% of us consuming that type of media and print magazines now just gets 15% of us. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

New MIT study reveals 95% of corporate led AI pilots are failing these days, potentially wasting billions in AI investments made by those companies. While only a rare 5% are said to be succeeding in the market. As reported in Forbes, the companies innovating new AI models and those using those innovations are largely failing to make it all work. Here are some insights and tips for entrepreneurs looking to make a move into the space. Number one, young founders are winning the startup race with companies based on AI technologies. Some of the biggest business success stories today are startups led by entrepreneurs just 19 or 20 years old. It seems this is because they are able to think in ways not impacted by legacy laden thinking traditional in the corporate environment. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Report presented by Quad as reported by e-marketer, underscores the case within the in-person shopping experience lies the opportunity for brands to lean into tactile, immersive experiences that drive better recall and deeper loyalty, ultimately higher ROI. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Data shows 13% of local ad buyers under the age of 35 say they plan to steer more ad dollars into radio this year that compares to ad buyers between 35 and 44 years old, among which 11% say they are looking to increase their radio spending as well. And ad buyers 45 and older are the least likely to be planning radio budget increases. With 7% of marketers in that age bracket expecting larger radio budgets. The younger the buyer, the more likely they are to spend more money on radio advertising. Now you'd think younger marketing people might be more inclined to favor nothing but social media, and while they do favor social media, indeed, data now shows that they're more interested in older counterparts as well, including broadcast tv, radio, cable, and direct mail. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

BrightEdge, CEO. Jim Yu makes an important distinction that AI search functions as a research channel, not a conversion channel. Growth and business impact are different. He points out, while AI search captures headlines with its explosive growth rates, BrightEdge data reveals that organic search remains the primary driver and deliver significantly stronger conversions. So what to do? Well, you suggest marketers should not abandon proven SEO strategies for any shiny new AI tools in the short term, and instead suggest taking a dual approach by optimizing for AI discovery and continuing to support fundamentals of organic search. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Deloitte expects holiday sales to grow 2.9% to 3.4% overall from November through early January, well below last year's 4.2%. Pace E-commerce sales, however, are seeing climbing 7 to 9% roughly in line with last year's 8% gain. Now Bain forecasts a 4% increase in the final two months of the year during holiday shopping season with non-store sales, which includes e-commerce and mail orders slowing to 7% after two years of 9 to 10% average growth, and PWC projects a 5% drop in average seasonal spending. The first meaningful decline since 2020. So what will it be? Time will tell, but one thing is for sure if you're in business and need to plan for the upcoming holiday season, it's anybody's guess how things are going to play out. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

7 in 10, 69% to be exact of all US consumers already live paycheck to paycheck. As of last month, the current economic clouds have prompted those struggling consumers to either begin taking on side work or increasing their frequency of already doing so. Higher earners have jumped on board as well. Surprisingly, three and four hustlers hold a full-time or part-time job that allows them to live comfortably, as they say, meeting the ability to pay all their bills. More than one in four consumers making more than a hundred thousand dollars a year started side work due to general economic conditions. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Media Ocean report based on surveying 464 marketing professionals on key trends for the second half of this year found that 72% of those surveys cite generative AI as the most important consumer trend that they're focused on. Up from 63% in the previous edition of the report, and 55% in the prior report. The next most cited was connected TV, CTV and streaming, which was noted by around half of respondents as an important consumer trend to watch in the second half of this year. The report also notes that TikTok and social video was mentioned by only about one in three respondents in this edition of the survey making a significant drop from roughly half of respondents in the previous three editions. More marketers now view e-commerce everywhere as a more important consumer trend than social video. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Simply Business LLC, the leading digital insurance marketplace for small businesses just released the Power of One 2025 Solopreneur Report offering insights into America's one person business owners and their sentiments. Flexibility and autonomy remain key motivators, yet personal sacrifices are common. 42% say they've given up time with family and friends, and over one third, 34% have considered giving up on their business due to financial stress or emotional burnout. Nearly half have expressed a month or more without income, and the majority 69% have less than six months of savings or no safety net at all. 58% feel financially secure about their businesses and optimism runs high with the majority. 76% are confident their businesses will grow in the next year, and nearly 80% are optimistic about the future of their businesses. In fact, 72% list growing revenue or sales as their top goal. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you're someone who is passionate about helping small businesses thrive in your community, or if you're a business owner and you make a meaningful contribution to your local community, we've got an award opportunity that you need to check out. The Credibly Small Business Awards celebrates entrepreneurs who are making such an impact. Prestige of winning, of course, is always gratifying, but this award pays out $30,000 to the first place winner, $20,000 to second place, and $10,000 to third. Winners are selected from a random drawing on October 16th. This is in effect, a sweepstakes type contest. The odds of winning, of course, are based on how many entries credibly receives. Entries close on September 30th, 2025, and winners will be announced in October following the October 16 drawing Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

How the world does digital study researched 67,000 consumers across 11 countries were polled to find out if and specifically how consumers were engaging digitally. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you wanna reach and target the Gen Z demographic, focus on podcasting, especially at this time of year. New data shows that podcast consumption amongst Gen Zs during the back to school season increases significantly. Spotify has just released a report on how back to school routines impact the Gen Z users of its app. Showing that mornings become high attention listening windows for podcast and streaming music alike, its data shows that in the US Podcast streams jump 19% in the 7:00 AM hour and 18% in the 8:00 AM hour versus those time slots during the summer months. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

NRF data makes clear that online is the top shopping destination for K through 12 and college students as well. According to a recent report from Yahoo DSP, 40% of Back to School shoppers plan to shop more with online retailers in 2025. Now, online search is the top inspiration source for back to college shopping with over 50% of adults using it to guide their purchases. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

A new industry is growing as a result of consumer cutbacks and spending the sector that of secondhand retail platforms, in particular, apparel and fashion retail platforms like Poshmark, Depop, and others. They're growing today at a time when many businesses are being hit hard by various macroeconomic challenges. 58% of US consumers shopped for pre-owned items last year, and that number is growing. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

With respect to the cost of travel these days, while it seems all other costs are trending upward, travel costs are actually generally trending down. The August, 2025 travel inflation report from NerdWallet shows that for the fifth straight month in a row, travel costs in the United States have trended downward. All in all, according to the report average US travel costs are down 1% from where they were last year. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Elizabeth Parks, President and Chief Marketing Officer of Parks Associates, says this about her findings: "As the streaming market matures, consolidation and aggregation are reshaping the competitive landscape as platforms are building creator-led studio and niche content into unified experiences to keep viewers engaged across all formats". Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

The 2025 Global 500 report from brand finance, a brand valuation consultancy, happy to report that the world's top 500 most valuable brands are growing in value collectively across the board with values rising by 10% year over year. Interestingly, the world's foremost valuable brands are technology companies and American brands comprise more than half of the top 500 most valuable list. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Big city small businesses express confidence generally, while those in small towns, suburban or rural areas showed increasing concern about their future. These worries stem from factors like workers returning to offices, economic uncertainties, and challenges in securing finances. A bit of a mixed bag here. Small businesses holding their own for now and generally feeling good about current performance, certainly worried about the future, particularly those in rural areas. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Reported by Axios fast casual restaurants as they're known are establishments that are not full-blown dine-in experiences, but more of a hybrid between traditional fast food and sit down restaurants. Those like Chipotle and Wingstop, for example, are facing a significant slowdown in business as consumers, especially cash strapp Gen Zers grow weary of the economy and become even more price sensitive as a result. What's significant about this? Well, fast casual restaurants typically have more insulation from a downturn because they target higher income customers than traditional fast food. Rising unemployment and lower discretionary spending is forcing consumers into even more scrutiny over their spending these days. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Midwest startups has come out with its ranking of the top cities in the Midwest. If you've got a startup, and we've got some highlights for you. Before we get to the rankings though, first, the criteria by which the cities were ranked 43 point half percent of the weight in this ranking was determined by a measure of each city's startup, community, activity and vibrancy, including factors such as the number of active startups. Growth in startup formation over the past few years and other related factors. Access to resources was about 39% of the weight. A measure of how supportive each city's ecosystem is, including the availability of resources that helped startups grow, and again, other related factors. Business climate, 17.5% was the weight of this factor. A measure of how conducive each city's economic environment is to attracting and scaling businesses. So how did they rank? Well, Detroit came in seventh in the Midwest. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

The latest data from Payments, sheds more light on just how they are shopping and what they're shopping for, as well as highlighting what's most important to them when it comes to making their online buying decisions. First, as expected from the digital first-generation Genzer shop and buy on mobile more than any other generation, and what they're shopping for is influenced by influencers. More than any other source. Clicking is faster than going to a store. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

The US toy industry has returned to growth in the first half of 2025, after a flat 2024. Even with a sales decline in 2023, sales are up 6% year over year in 25, and after three years of stagnation, the average selling price also climbed 3% year over year. Who's driving the growth? Well, believe it or not, it's adults.

New data from a study from Wonder Kind highlights the following: 53% of those surveyed said, US consumers are paying the financial costs for imported goods. This share was even higher for older people expressed by 67% of boomers and 61% of Gen X as well as women at 55% believe that consumers are the ones bearing most, if not all of the cost increases. Only 10% think retailers take on the cost, and 13% pointed to brands or manufacturers that bear this cost.

Detroit came in 7th in the Midwest based on the current rankings, Columbus, Ohio at 6th, Ann Arbor moves up from 7th to number 5 in this month's rating displacing both Detroit and Columbus, moving them down each a notch. Pittsburgh at number 4, Indianapolis at 3, Minneapolis at 2, and the number one city in the Midwest for startups as they've been ranked in 2025, Chicago.

As expected from the digital first generation Gen Z shop and buy on mobile more than any other generation, and what they're shopping for is influenced by influencers more than any other source. Gen Z is health conscious. Nearly 15% of Gen Z's monthly digital transactions are focused on their wellbeing.

While most small businesses reported increasing revenues in the past year, alongside fewer instances of contracting margins or staffing difficulties. This positive sentiment is countered by many [00:01:00] small business owners. In particular, those in those rural areas that worry about their longtime survival, threatened most of all by what they qualify as concerns over general macro poor economic conditions, which emerged as the overwhelming primary reasons cited by 46% of those rural, small businesses.

Fast casual restaurants typically have more insulation from a downturn because they target higher-income customers than traditional fast food. Rising unemployment and lower discretionary spending are forcing consumers into even more scrutiny over their spending these days and one area hit particularly hard is this category.

Most consumers believe that it's the consumers who are bearing most, if not all, of the increased costs created by tariffs. So what's the impact? Perception, whether real or not, can impact consumer sentiment, and we're seeing that in the marketplace today. This represents another challenge for retailers. One key recommendation is to focus on transparency when it comes to pricing today. Show how the cost of tariffs is being shared by both your business and consumers alike, as opposed to your customers having to foot all of the increased costs.