Just thinking out loud here but I wonder if the longevity of online content has been factored into these analyses? It might take a longer ramp-up but theoretically at least an article published online exists longer than an article in print. So the time revenue is earned on an article is also longer than revenue earned on an article in print. It's not entirely unreasonable to think that there might continual revenue per article earned for online content so as more content is created it snowballs.