This is an advert.

Here he comes.

Coming in.

You just said they're grinning at the camera.

Yeah.

Alex.

Yeah.

Did you know that the economist is about far more than just economics and finance? Yes, I did. Know that. Have we started?

Did you? Did you know that the economist is the smart guide to the forces impacting your world?

Have we started? Did you know that it helps readers prepare for what's going on in the

world around them? And that the economist sifts through the noise, focusing on the essential

information that tells the real story. Did you know all these things? I knew all of these things

and more. Why? Yes. How? How? Because I read The Economist. Okay. And also because you've been briefing me about them. Okay. Every five minutes. And you brought them all up in the first take of this that we did. Right. Yeah. Okay. But it's science, technology, the arts environment and even sport. Did you know that, though? I did. Yes. Okay. You've been reading The Economist, haven't you? Yes. For people watching, I mean, you don't know how to be in front of a camera, do you? Because you just held that about a foot above where the screen is. For people watching, they'll see Alex modeling a copy of the magazine. Very poorly there. You wouldn't have thought he'd come from

a television family, would you? But he has. Look at that. What have you been reading about in The Economist?

So they've done, this is the July 6th edition and they've done a series of what ifs, kind of thought

exercises around various things, one of which is what happens

if Facebook, WhatsApp and Instagram, gets so annoyed with European regulation that they just shut

down their services in Europe.

And that made me think about what the impact would be on football if that happened.

So obviously clubs and their social media reach,

that would affect their brand valuation,

but also the businesses who create small bits of content,

...