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7/31/2019 Millennialmedia Mis Vol4 Entertainment
1/20
Feck d Kj|d Ydskdy?
Re`tfd 7 Ni|kej K|dfy bes Dj|ds|nkjfdj| CsnjlyYtffns{ " Sdwes|kjh Fd|mele`eh{
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
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7/31/2019 Millennialmedia Mis Vol4 Entertainment
3/20
xxx*fk``djjkn`fdlkn*ief%feck`d&kj|d``khdjid 3
\md Ewwes|tjk|{
iefYiesd Feck`d Dj|ds|nkjfdj| Y|tl{
Fk``djjkn` Fdlkn ieffkyykejdl n y|tl{ xk|m iefYiesd |e tjldsy|njl mex iejytfdsy tyd
feck`d ldrkidy bes |mdks dj|ds|nkjfdj| jddly njl xme |meyd iejytfdsy nsd*
Fk``djjkn Fdlkn W`n|besf Ln|n
\md Y*F*N*S*\* sdwes| ln|n njl dj|ds|nkjfdj| rds|kin` ln|n bdn|tsdl ky cnydl ej ni|tn` ln|n
bsef infwnkhjy stj xk|m Fk``djjkn` Fdlkn kj 37>> njl 37>3*
Fd|mele`eh{?
Feck@djy Ytsrd{? >9! {dnsy e`l Ldidfcds 37>> j69788< Ldrkid Dyydj|kn`y Wtc`kymds idjyty fdnytsdfdj|1 Ldidfcds 37>> Feck`d Sd|nk` Nlrkyes ity|ef ytsrd{ d`ldl Ei|ecds 9&8 37>> j69349 HYFN TA Idjyty drd` fdnytsdfdj| Ldidfcds 37>> Nl Fd|sk} Feck`d? Feck`d lkyw`n{ ymnsd eb rekid njl nl isdn|krd njn`{yky
|msethm Ldidfcds 37>>
Feck d iejytfds cdmnrkes mny dre`rdl xk|m |md wse`kbdsn|kej eb yfns|wmejdy |nc`d|y njl e|mdsiejjdi|dl ldrkidy* Nlrnjidl ldrkid |dimje`eh{ njl bny|ds xksd`dyy jd|xesa inwnck`k|kdy n``ex
iejytfdsy nsetjl |md xes`l |e djoe{ kj|dsni|krd djhnhkjh d}wdskdjidy ej |mdks feck d ldrkidyxk|m fesd njl fesd wdew`d niidyykjh feck`d nwwy njl yk|dy niseyy n`` fnoes ewdsn|kjh y{y|dfy
drds{ ln{*
\msethm feck`d nlrds|kykjh csnjly inj ld krds mkhm`{&sd`drnj| nly |e wsdikyd ntlkdjidy* \mdfeck d nlrds|kykjh imnjjd` ky kjisdlkc`{ ddi|krd njl dikdj| bes ctk lkjh csnjl d~tk|{
djietsnhkjh n csenl snjhd eb ldyksdl cdmnrkesy njl sdkjbesikjh csnjl `e{n`|{*
Ny n sdyt`| nlrds|kydsy mnrd kjisdnydl |mdks feck d ywdjlkjh* Xes`lxkld feck d lkyw`n{nlrds|kykjh ywdjl niieslkjh |e Hns|jds ky dy|kfn|dl |e hsex bsef ,>*= ck `kej kj 37>> |enwwse}kfn|d`{ ,>9*4 ck `kej kj 37>4*
\mky htkld ky ldykhjdl |e md`w Dj|ds|nkjfdj| fnsad|dsy kji tlkjh |meyd kj |d`drkykej `fyhnfdy njl mefd dj|ds|nkjfdj| w`nj |mdks feck d nlrds|kykjh y|sn|dhkdy* \md Feck d Kj|d`Ydskdy? Dj|ds|nkjfdj| wserkldy kjykhm| kj|e?
Xme feck`d dj|ds|nkjfdj| iejytfdsy nsd " mex |md{ tyd |mdks feck`d ldrkidy
Xmn| `dnlkjh dj|ds|nkjfdj| csnjly nsd lekjh kj feck`d |eln{
Mex dj|ds|nkjfdj| csnjly inj tyd feck`d |e sdnim njl djhnhd iejytfdsy
Bkjlkjhy mdsd nsd cnydl twej n y|tl{ Fk``djjkn` Fdlkn ieffkyykejdl xk|m feck`d fdnytsdfdj|
sf iefYiesd njl Fk `djjkn` Fdlkny h`ecn` w`n|besf ecydsrn|kejy niseyy |metynjly eb feck dnl infwnkhjy*
7/31/2019 Millennialmedia Mis Vol4 Entertainment
4/20
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
9
\md Feck`d Dj|ds|nkjfdj| Ntlkdjid
\md feck d dj|ds|nkjfdj| ntlkdjid ky fnld tw eb iejytfdsy xme bsd~tdj| { djhnhd xk|m
dj|ds|nkjfdj| iej|dj| njl nly ej |mdks feck`d ldrkidy* Iejytfdsy nsd tykjh feck`d |e?
Niidyy ferkd kjbesfn|kej, rkdx |snk`dsy, njl ct{ |kiad|y
Imdia \R ymex |kfdy njl djhnhd xk|m feck`d yeikn fdlkn yk|dy ltskjh ymexy
Wsd&eslds njl ct{ LRLy, rklde hnfdy, njl lkhk|n lexj`enly
\md feck d dj|ds|nkjfdj| ntlkdjid ky n sdnl{ nshd {d| y|k`` hsexkjh ltd |e iej|kjtdl
yfns|wmejd njl |nc`d| wdjd|sn|kej* Niieslkjh |e iefYiesd yfns|wmejd exjdsymkw xny tw 44${dns&erds&{dns sdwsdydj|kjh > -ydd Imns| N+*
\md xkldywsdnl nlew|kej eb yfns|wmejdy mny ykhjkinj| { imnjhdl mex iejytfdsy djhnhdxk|m dj|ds|nkjfdj| iej|dj| n``exkjh iejytfdsy |e niidyy iefwd``kjh dj|ds|nkjfdj| iej|dj|n| nj{ |kfd njl nj{ w`nid*
Cnydl ej iefYiesdy jlkjhy kb {et mnrd n yfns|wmejd {et nsd fey| `kad`{ niidyykjh yefd
besf eb dj|ds|nkjfdj| iej|dj| ej {ets ldrkid* Kj bni| =7$ eb |md feck d dj|ds|nkjfdj|ntlkdjid exjy n yfns|wmejd*
\nc`d|y djietsnhd drdj fesd kffdsykrd djhnhdfdj| xk|m dj|ds|nkjfdj| iej|dj| njliefYiesd jly |mn| |md feck d dj|ds|nkjfdj| ntlkdjid erds&kjld}dy kj |nc`d| exjdsymkw*Iefwnsdl |e |md erdsn` yfns|wmejd ntlkdjid, |md feck`d dj|ds|nkjfdj| ntlkdjid ky
33$ fesd `kad`{ |e exj n |nc`d|*
Yetsid? Fk``djjkn` Fdlkn%iefYiesd Dj|ds|nkjfdj| Y|tl{ 37>3*
Kjisdnykjh Yfns|wmejd ExjdsymkwIMNS\ N
38$
7 37>>
44$
7/31/2019 Millennialmedia Mis Vol4 Entertainment
5/20
7$
4$
>7$
>4$
37$
34$
97$
94$
3*
94
7/31/2019 Millennialmedia Mis Vol4 Entertainment
6/20
4
Feck`d Iejytfds Wtsimnyd Cdmnrkes
Iejytfdsy nsd iejyky|dj|`{ tykjh |mdks feck`d ldrkidy |e fnad dj|ds|nkjfdj| wtsimnydy* Ny n
sdyt`| dj|ds|nkjfdj| iefwnjkdy nsd tykjh feck d nlrds|kykjh |e lskrd |kiad| yn`dy LRL es hnfdwsd&esldsy njl wtsimnydy njl lkhk|n` lexj`enly kji`tlkjh |md lexj`enl eb ferkdy ymexynjl rklde ej ldfnjl*
Iejytfdsy wtsimnyd n xkld rnskd|{ eb k|dfy rkn |mdks feck d ldrkidy ct| lkhk|n` wtsimnydyywdikin``{ ferkdy njl \R ymexy nsd |md |ew&snjadl wtsimnyd fnld ej n yfns|wmejd xk|mjdns`{ mn`b -3*
LKHK\N@ WTSIMNYDY FERKDY \R YMEXY YEJHY%FTYKI DCEEAY
I@E\MKJH ES NIIDYYESKDY\KIAD\Y FERKDY IEJIDS\Y \MDN\SKIN@ WSELTI\KEJY YWES\KJH DRDJ\Y
LNK@[ LDN@Y
HKB\ IDS\KBKIN\DY
D@DI\SEJKIY
BEEL BES LD@KRDS[ ES WKIA TW
ME\D@ Y\N[Y
INS SDJ\N@Y
NKS@KJD \KIAD\Y
7$ >7$ 37$ 97$
7/31/2019 Millennialmedia Mis Vol4 Entertainment
7/20
2
Feck`d Dj|ds|nkjfdj| Niidyy
Cdmnrkes ky imnjhkjh xmdj k| iefdy |e mex iejytfdsy niidyy dj|ds|nkjfdj| iej|dj|*
Niieslkjh |e iefYiesd |md nfetj| eb dj|ds|nkjfdj| iej|dj| |mn| xny niidyydl ejfeck`d ldrkidy kjisdnydl =3$ bsef Ldidfcds 37>7 |e Ldidfcds 37>>* Kjisdnydlyfns|wmejd nlew|kej w`n{y n wns| kj |mky kjisdnyd ct| k| ky kfwes|nj| |e je|d |mn| |md =3$kjisdnyd kj dj|ds|nkjfdj| iej|dj| iejytfdl et|wnidl |md 44$ kjisdnyd kj erdsn``yfns|wmejd exjdsymkw kj |md ynfd wdskel* \mky ykhjkdy |mn| iejytfdsy mnrd n y|sejh nwwd|k|dbes niidyykjh dj|ds|nkjfdj| iej|dj| ej |mdks feck`d ldrkidy*
Inc`d njl jd|xesa |d`drkykej nlrds|kydsy ej |md Fk``djjkn` Fdlkn w`n|besf iejyky|dj|`{ wsefe|d|mdks ymexy njl lskrd |tjd&kj* \md{ tjldsy|njl |mn| iejytfdsy inj cd sdnimdl rkn feck`d je|
oty| xmk d |md{ nsd ej |md he ct| n ye ej |mdks yfns|wmejdy njl |nc`d|y xmk d |md{ nsdxn|imkjh \R n| mefd* Tjldsy|njlkjh |md ymkb| |e yw`k|&yisddj fdlkn iejytfw|kej n``exynlrds|kydsy |e |nad nlrnj|nhd eb |mdyd imnjhdy kj iejytfds cdmnrkes |e sdnim |mdks ecodi|krdy*
Ny nj d}nfw`d ynrr{ \R jd|xesa i`kdj|yxk|m Fk``djjkn` Fdlkn nimkdrd |mdks hen`y c{
stjjkjh infwnkhjy |mn| tyd ln{&wns| Xk&Bk
|nshd|kjh* Kj e|mds xesly |md{ |nshd|ywdiki ldfehsnwmkiy -d*h* xefdj >=&9y Ykjh`d @nlkdy
7/31/2019 Millennialmedia Mis Vol4 Entertainment
8/20
8
Feck`d Ywdjlkjh kj |md
Dj|ds|nkjfdj| Rds|kin`Dj|ds|nkjfdj| csnjly mnrd cddj n wkejdds kj feck`d nlrds|kykjh bes {dnsy* \md{ xdsd yefd eb
|md dns`kdy| nlrds|kydsy |e |dy| feck d nlrds|kykjh njl iej|kjtd |e wtym |md djrd`ewd xk|mit||kjh&dlhd isdn|krd d}dit|kejy njl ntlkdjid |nshd|kjh |dimjk~tdy* Ny n sdyt`| Dj|ds|nkjfdj|xny |md 9sl `dnlkjh nl rds|kin` ej |md Fk `djjkn` Fdlkn w`n|besf kj 37>> -ydd Imns| N+ njl mnyiejyky|dj|`{ cddj kj |md \ew >7 H`ecn` Nl Rds|kin`y ykjid Fk `djjkn y kjidw|kej kj 3772*
Xmk d dj|ds|nkjfdj| csnjly xdsd dns`{ |e fnsad| mexdrds feck d ywdjlkjh nfejh sd|nk njljnjid csnjly mny sdidj|`{ et|wnidl |mn| eb dj|ds|nkjfdj| csnjly* Xd fn{ ydd dj|ds|nkjfdj|csnjly sdhnkj |mky `dnl kj |md d`l kb |md{ iej|kjtd |e kjjern|d twej mex |md{ tyd feck dnlrds|kykjh |e sdnim iejytfdsy je fn||ds xmdsd |md{ nsd kj |md wtsimnyd btjjd *
Bsef 37>7 |e 37>> ywdjlkjh kj |md Dj|ds|nkjfdj| rds|kin` hsdx >99$ xes`lxkld -ydd Imns| C+*\msethmet| |mky |kfd wdskel Dj|ds|nkjfdj| jdrds lsewwdl et| eb |md |ew >7 rds|kin yldfejy|sn|kjh |mn| |md hsex|m infd bsef nj n`sdnl{ dy|nc`kymdl cnyd `drd` eb ywdjlkjh*
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
Yetsid? Fk``djjkn` Fdlkn 37>>*
\ew >7 H`ecn` Nlrds|kykjh Rds|kin ySnjadl c{ Ywdjl
IMNS\ N
BKJNJID
SD\NK@ " SDY\NTSNJ\Y
DJ\DS\NKJFDJ\
\D@DIEFFTJKIN\KEJY
NT\EFE\KRDWES\N@Y " LKSDI\ESKDY
IWH%BFIH
DLTIN\KEJ
\SNRD@
\DIMJE@EH[
>
3
9
7
SNJA IN\DHESKDY RDS\KIN@Y HSEX\M
Rds|kin` D}w`eykej[dns erds [dns Ywdjl Hsex|m & 37>>%37>7IMNS\ C
\DIMJE@EH[
BKJNJID
MDN@\M? BK\JDYY " XD@@JDYY
IWH%BFIH
SD\NK@ " SDY\NTSNJ\YNT\EFE\KRD
WMNSFNIDT\KIN@Y
DJ\DS\NKJFDJ\
DLTIN\KEJ
2;=$
9>;;$
>;9$>=4$
>4;$
>99$
>33$
Yetsid? Fk``djjkn` Fdlkn 37>>*
7/31/2019 Millennialmedia Mis Vol4 Entertainment
9/20
Xmk d n `nshd jtfcds ebDj|ds|nkjfdj| infwnkhjy nsd stj
c{ y|tlkey njl \R jd|xesay |mdsd kyy|k`` rnskd|{ xk|mkj |md rds|kin * Ej
|md Fk `djjkn` Fdlkn w`n|besf yk}lkdsdj| ytc&in|dheskdy
iej|skct|dl |e |md erdsn``Dj|ds|nkjfdj| fk} kj 37>> -yddImns| N+*
Ltd |e ydnyejn`k|{ kj |mddj|ds|nkjfdj| ctykjdyy |mdDj|ds|nkjfdj| Rds|kin` Fk} inj ymkb||msethmet| |md {dns* \R infwnkhjy
stj n`` {dns |e lskrd y|dnl{ |tjd&kj ctykjdyy wns|kit`ns`{ bsef Bsdd njl Wn{ Inc`d \R jd|xesayxk|m ywkady kj ywdjlkjh kj `n|d ^9 njl dns`{ ^> |e lskrd |tjd&kj |e Bn`` njl Fkl&Ydnyej Jd|xesa
Wsdfkdsdy -ydd |md Y|nsz infwnkhj ytffns{ cd`ex+* Ytwwes| bes Mefd Dj|ds|nkjfdj| njlHnfkjh sd`dnydy hdjdsn``{ ywkady kj ^< |e ytwwes| me`kln{ hnfd njl LRL sd`dnydy*
@nshd&yin`d dj|ds|nkjfdj| csnjly n`ye tyd feck d |e stj infwnkhjy |msethmet| |md dj|ksdwselti| `kbdi{i`d* \md{ stj infwnkhjy |e wsefe|d |mdn|skin` sd`dnydy yetjl|snia sd`dnydy LRLnjl lkhk|n` sd`dnydy njl nyyeikn|dl fdsimnjlkyd yn`dy* Kj fnj{ inydy dj|ds|nkjfdj| csnjly tydsd|nshd|kjh |dimjk~tdy |e sdnim iejytfdsy xme mnrd wsdrkety`{ kj|dsni|dl xk|m |mdks dns`kds nl
infwnkhjy* Ytssetjlkjh |md skhm| iejytfdsy xk|m |md skhm| fdyynhkjh ej |mdks feck`d ldrkidy
md`wy d}|djl |md `ejh&|dsf rn`td njl kfwni| nj dj|ds|nkjfdj| csnjl inj mnrd*
Infwnkhj Ywe|`khm|? Y|nszy Ywns|nity
HEN@?Hsex |md Ywns|nity bnj cnyd njl ctk l nj|kikwn|kej bes |md |mkslydnyej wsdfkdsd*
Y\SN\DH[?@drdsnhd n ity|ef M\F@4 tjk| ldykhjdl c{ Fk``djjkn` Fdlkn |emkhm`khm| n ie``di|kej eb imnsni|dsy bsef |md ymex* Iejytfdsy iet`l
yxkwd |md tjk| ykld&|e&ykld |e se|n|d cd|xddj imnsni|dsy njl rkdxkfnhdy njl ckey bes |md lkdsdj| imnsni|dsy kj |md ydskdy* Y|nsz n`yehnrd tydsy |md nck`k|{ |e xn|im n |snk`ds bsef kjykld |md nl rkyk| |mdYwns|nity yk|d es ymnsd |md |snk`ds rkn yeikn` fdlkn imnjjd`y*
=
Yetsid? Fk``djjkn` Fdlkn 37>>*
Dj|ds|nkjfdj| Rds|kin` Fk} ejFk``djjkn` Fdlkn W`n|besfIMNS\ N
;$
7/31/2019 Millennialmedia Mis Vol4 Entertainment
10/20
;
Feck`d Dj|ds|nkjfdj| Infwnkhj Hen`y
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
\md |ew infwnkhj hen bes feck`d
dj|ds|nkjfdj| nlrds|kydsy kj 37>>
xny Wselti| @ntjim % Sd`dnyd -yddImns| N+* Y|tlkey lskrkjh |mdn|skin`sd`dnydy `dl |md xn{ xk|m secty|
feck`d infwnkhjy bes drds{ jdx
`f |e mk| |md fnsad|* MefdDj|ds|nkjfdj| iefwnjkdy njl
fnoes hnfd ldrd`ewdsy wsefe|dlLRL njl hnfd sd`dnydy sdywdi|krd`{|e lskrd kffdlkn|d sdyt`|y |msethm
wsd&esldsy ej`kjd%feck d esldsynjl kj&y|esd bee| |sni%yn`dy bes
|mdks jdx sd`dnydy*
Yetsid? Fk``djjkn` Fdlkn 37>>*Ln|n ky cnydl ej |md \ew 347Infwnkhjy fej|m`{ ejFk``djjkn` Fdlkny W`n|besf kj 37>>*
Dj|ds|nkjfdj| Nlrds|kydsy Hen`yej Fk``djjkn` Fdlkn W`n|besfIMNS\ N
44$
>2$
2$
;$
;$
4$WSELTI\ @NTJIM%SD@DNYDYTY\NKJDL KJFNSAD\ WSDYDJIDCSNJL NXNSDJDYYSDHKY\SN\KEJY
YK\D \SNBBKI
KJISDNYDL BEE\ \SNBBKI
Yetsid? Fk``djjkn` Fdlkn 37>>*Ln|n ky cnydl ej |md \ew 347Infwnkhjy fej|m`{ ejFk``djjkn` Fdlkny W`n|besf kj 37>>*
N`` Nlrds|kydsy Infwnkhj Hen`y
ej Fk``djjkn` Fdlkn W`n|besfIMNS\ C
>=$
9>$
;$
34$
>3$
4$ WSELTI\ @NTJIM%SD@DNYDYTY\NKJDL KJFNSAD\ WSDYDJIDCSNJL NXNSDJDYYSDHKY\SN\KEJY
YK\D \SNBBKI
KJISDNYDL BEE\ \SNBBKI
Yty|nkjdl Kj&Fnsad| Wsdydjid ->2$+njl Csnjl Nxnsdjdyy -;$+ xdsd
|md ydiejl njl |mksl fey| wewt`nsinfwnkhj hen`y bes dj|ds|nkjfdj|
csnjly* Ferkd njl ftyki y|tlkey\R jd|xesay hnfd ldrd`ewdsy njlMefd Dj|ds|nkjfdj| csnjly snj|mdyd |{wdy eb infwnkhjy |e
djhnhd iejytfdsy erds `ejh
wdskely eb |kfd njl y|n{ |ew eb
fkjl xk|m |mdks |nshd| ntlkdjidy*
\R jd|xesay kj wns|kit`ns xdsd nc`d
|e hdjdsn|d y|sejh nxnsdjdyy njl
rkdxdsymkw c{ stjjkjh ejhekjh
|tjd&kj infwnkhjy bes |mdks `kjdtw
eb ymexy*
Xmdj iefwnsdl xk|m |md hen`y eb nlrds|kydsy ej |md erdsn`` Fk `djjkn` Fdlkn w`n|besfdj|ds|nkjfdj| nlrds|kydsy beitydl ftim fesd mdnrk { ej Wselti| @ntjim % Sd`dnyd infwnkhjyn jn|tsn` lky|kji|kej hkrdj |md rny| jtfcds eb jdx sd`dnydy kj |md kjlty|s{* Xmk d 44$ ebdj|ds|nkjfdj| infwnkhjy beitydl ej `ntjimkjh es sd`dnykjh n jdx wselti| es `f ej`{ >=$
eb nlrds|kydsy niseyy n`` rds|kin`y beitydl ej |md ynfd hen` -ydd Imns| C+*
7/31/2019 Millennialmedia Mis Vol4 Entertainment
11/20
>7
Sdnimkjh Dj|ds|nkjfdj|
Ntlkdjidy Drds{xmdsd
Yetsid? Fk``djjkn` Fdlkn 37>>*E|mds kji`tldy xdcEY LnjhdsJeakn EY Wn`f EY*
EY Fk} kji`tlkjh Yfns|wmejdy "E|mds Iejjdi|dl LdrkidySnjadl c{ Kfwsdyykejy
IMNS\ N
99$
2$
3$>$>$
NJLSEKLKEY
C@NIACDSS[XKJLEXY
Y[FCKNJE\MDS
xxx*fk``djjkn`fdlkn*ief%feck`d&kj|d``khdjid
Dj|ds|nkjfdj| infwnkhjy fty| stj niseyy n` feck`d w`n|besfy |e sdnim bnjy xmdsdrds
|md{ nsd* Dj|ds|nkjfdj| bnjy niidyy iej|dj| niseyy n rnskd|{ eb ldrkidy njl ewdsn|kjh y{y|dfynjl ddi|krd feck`d nlrds|kydsy |nad nlrnj|nhd eb |mky bni| c{ stjjkjh iseyy&w`n|besf nl
infwnkhjy niseyy ft`|kw`d ldrkid |{wdy njl ewdsn|kjh y{y|dfy |e iejjdi| |mdks csnjly xk|m
ntlkdjidy je| oty| ldrkidy*
Csnjly xme stj iseyy&w`n|besf infwnkhjy nsd nc`d |e sdnim iejytfdsy n| hsdn| yin`d sdhnsl`dyyeb xmd|mds |mdks |nshd| ntlkdjid tydy n yfns|wmejd |nc`d| feck d&xdc&djnc`dl bdn|tsdwmejd iejjdi|dl hnfkjh ldrkid d&sdnlds es nj{ ejd ywdiki insskds*
Ltd |e snwkl yfns|wmejd njl |nc`d| nlew|kej |md fk} eb kfwsdyykejy iefkjh bsef |mdyd |{wdyeb ldrkidy mny hsexj ykhjkinj|`{ erds |md ietsyd eb |md wny| {dns* Mexdrds xmk d |mdkfwsdyykejy iefkjh bsef bdn|tsd wmejdy nsdj| hsexkjh ny bny| ny |md kfwsdyykejy iefkjh bsefyfns|wmejdy njl |nc`d|y |md{ le y|k ` sdwsdydj| n ykhjkinj| jtfcds eb iejytfdsy njl ymet`lje| cd khjesdl*
Njlsekl |msethm k|y csenl lky|skct|kej
y|sn|dh{ niseyy ft`|kw`d insskdsy njl wskid
wekj|y erds|eea kEY kfwsdyykejy kj 37>>{d| k| y|k`` fnld tw `dyy |mnj ejd&mn`b eb
erdsn`` kfwsdyykejy -ydd Imns| N+* Tj`dyynly nsd ldykhjdl |e lskrd nww lexj`enly
ej n ywdiki ewdsn|kjh y{y|df beitykjh ejejd EY es ldrkid |{wd inj wt|
tjjdidyyns{ `kfk|y ej nj nlrds|kydsy nck k|{|e sdnim drds{ nrnk`nc`d fdfcds eb |mdks
|nshd| ntlkdjid* Ewdjkjh |nshd|kjh
wnsnfd|dsy bes n infwnkhj es stjjkjh
ft`|kw`d infwnkhjy |e sdnim feck`d tydsy
ej lkdsdj| ewdsn|kjh y{y|dfy inj djytsd
ew|kfn` sdnim*
Xk|m |md sd`dnyd eb jdx ldrkidy stjjkjh ej Xkjlexy kji`tlkjh ydrdsn` |nc`d|y |md feck d`njlyinwd xk`` iej|kjtd |e imnjhd* Ynrr{ ldrd`ewdsy njl fdlkn iefwnjkdy xk`` cd sdnl{ xk|m
nwwy njl feck`d yk|dy eb n`` ymnwdy njl ykzdy |e wserkld iej|dj| |e iejytfdsy tykjh jdxldrkidy njl dj|ds|nkjfdj| nlrds|kydsy xk ` mnrd |md ewwes|tjk|{ |e sdnim drdj fesd bnjy xk|miefwd``kjh nly njl iej|dj|*
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>>
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
Dj|ds|nkjfdj| csnjly nlrds|kykjh ej |md Fk``djjkn` Fdlkn w`n|besf `drdsnhd n rnskd|{ eb
ntlkdjid |nshd|kjh fd|mely kji`tlkjh cdmnrkesn `ein ldfehsnwmki iej|dj|&cnydlsd|nshd|kjh njl |ni|kin` ntlkdjid |nshd|kjh -beitydl ej |nshd|kjh ywdiki ldrkidy ewdsn|kjhy{y|dfy es insskdsy+*
Fk `djjkn y ntlkdjidy nsd ctk | bsef fnyykrd re`tfdy eb tyds `ein|kej nww njl 9sl wns|{
ln|n hkrkjh nlrds|kydsy |md nck k|{ |e stj mkhm`{&|nshd|dl infwnkhjy niseyy |djy eb|metynjly eb feck d nwwy njl yk|dy* Ldwdjlkjh twej nlrds|kydsy hen`y |md iessdi|ntlkdjid |nshd|kjh ye`t|kej fn{ kji`tld fesd |mnj ejd |nshd|kjh wnsnfd|ds |e ew|kfkzd
sdnim nfejh n ldyksdl ntlkdjid*
Yefd \R jd|xesa i`kdj|y stj infwnkhjy |nshd|kjh iejytfdsy xk|mkj n hkrdj ldfehsnwmki
-d*h* xefdj >=&9 37>3 |md fk} eb dj|ds|nkjfdj|&cnydl ntlkdjidy |mn| nlrds|kydsyfey| bsd~tdj|`{ `drdsnhdl kji`tldl Ferkd Cty -8$+ njl Hnfdsy ->>$+ nfejh e|mdsy -ydd Imns| N+*
Dj|ds|nkjfdj| Ntlkdjid
\nshd|kjh Y|sn|dhkdy
Yetsid? Fk``djjkn` Fdlkn ^> 37>3*
8$
>>$
9$
FERKD CTBBYDJ\DS\NKJFDJ\ BNJY
FTYKI BNJYHNFDSY
NRKL SDNLDSY
Dj|ds|nkjfdj| Ntlkdjid Fk}IMNS\ N
Jdns`{ ejd&|mksl -9>$+ eb dj|ds|nkjfdj|infwnkhjy |mn| snj xk|m Fk``djjkn` Fdlkn
kj 37>> tydl yefd besf eb
iej|dj|&cnydl ntlkdjid |nshd|kjh* Kj
bni| dj|ds|nkjfdj| nlrds|kydsy mnrd|{wkin``{ kjld}dl mkhmds |mnj e|mdsrds|kin`y kj |md tyd eb iej|dj|&cnydl
ntlkdjid |nshd|kjh* C{ |nshd|kjh
iejytfdsy cnydl ej |md |{wdy eb feck`d
iej|dj| |md{ iejytfd infwnkhjy tykjh|mky |{wd eb |nshd|kjh inj md`w nlrds|kydsy
sdnim bnjy sdnlkjh dj|ds|nkjfdj| jdxyfefy rkyk|kjh wnsdj|kjh nwwy njl yk|dyftyki bnjy csexykjh ftyki jdxysdrkdxy `ky|djkjh |e y|sdnfkjh ftykinjl fesd ej |mdks feck`d ldrkidy*
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>3
Dj|ds|nkjfdj| Ntlkdjid
\nshd|kjh Y|sn|dhkdy
xxx*fk``djjkn`fdlkn*ief%feck`d&kj|d``khdjid
Iej|dj|&cnydl ntlkdjid |nshd|kjh ky fey|
wexdsbt` xmdj lejd n| mkhm yin`d* Iejytfdsy
xme niidyy dj|ds|nkjfdj| iej|dj| ej |mdks
ldrkidy n`ye niidyy jej&dj|ds|nkjfdj|
iej|dj| ye stjjkjh feck d nly niseyy n rnskd|{eb wsdfktf nwwy njl yk|dy je| oty| ej
dj|ds|nkjfdj| iej|dj| inj wserd ddi|krd*Dj|ds|nkjfdj| csnjly ct{ niseyy n rnskd|{ ebiej|dj| in|dheskdy kji`tlkjh |meydmkhm`khm|dl kj |md `ky| eb |ew nww in|dheskdy ej
|md Fk `djjkn` Fdlkn w`n|besf -ydd Imns| N+*
N jtfcds eb dj|ds|nkjfdj| csnjly tyd
sd|nshd|kjh |e sdnim iejytfdsy xme nsd
n`sdnl{ `kad`{ |e djhnhd xk|m |mdks nly*
Nlrds|kydsy ctk l nj ntlkdjid eb iejytfdsy xme djhnhd xk|m |mdks nly |mdj sd|nshd| |mkyntlkdjid xk|m `n|ds nl infwnkhjy* Bes ids|nkj |{wdy eb dj|ds|nkjfdj| nlrds|kydsy |ni|kin`|nshd|kjh ky n`ye tydl* \md nck k|{ |e |nshd| ywdiki ewdsn|kjh y{y|dfy insskdsy es ldrkid |{wdy-k*d* |nc`d|y yfns|wmejdy iejjdi|dl hnfkjh ldrkidy+ inj djytsd |mn| sd`drnj| nly nsd ydsrdl|e |md iejytfdsy fey| `kad`{ |e |nad nlrnj|nhd eb nj eds* Bes d}nfw`d `nshd hnfd ldrd`ewdsyinj stj nly ywdikin``{ ej iejjdi|dl hnfd iejye`dy njl e|mds ldrkidy fey| `kad`{ |e cdexjdl c{ |mdks |nshd| ldfehsnwmki*
Yetsid? Fk``djjkn` Fdlkn ^> 37>3*
\ew >7 Feck`d Nww`kin|kej In|dheskdySnjadl c{ Kfwsdyykejy
IMNS\ N
HNFDYFTYKI " DJ\DS\NKJFDJ\FECK@D YEIKN@ FDLKNIEFFTJKIN\KEJYWSELTI\KRK\[ " \EE@YYWES\YJDXYWDSYEJN@K_N\KEJXDN\MDSMDN@\M " BK\JDYY
>397
SNJA IN\DHESKDY
Infwnkhj Ywe|`khm|?
Ni|krkykejy In`` eb Lt|{? Feldsj Xnsbnsd 9
HEN@?Lskrd wsd&esldsy nmdnl eb |md hnfd sd`dnyd ln|d njl hdjdsn|d nxnsdjdyynjl yeikn fdlkn ctzz*
Y\SN\DH[?Djietsnhd iejytfdsy |e wsd&eslds lksdi|`{ bsef |md nl xk|m n kja |e |mdhnfd wnhd ej Nfnzej*ief es tyd n y|esd `ein|es bdn|tsd |e fnw jdnsc{hnfd y|esdy* \e ctk`l ctzz `d| iejytfdsy |xdd| n| |md In`` eb Lt|{ \xk||dsmnjl`d es ymnsd n rklde |snk`ds rkn Bnidceea n`` lksdi|`{ bsef |md nl*
\e lexj`enl |md bt` infwnkhj ytffns{ njl rkdx n rklde ldferkyk| m||w?%%xxx*fk``djjkn`fdlkn*ief%csnjly
Feck`d ky kjisdnykjh`{ cdiefkjh n ad{ |etimwekj| bes ets iesd
njl hsex|m ntlkdjidy, njl |md ffid}kck`k|{ |mn| |md infwnkhj
edsdl sdn``{ lserd |md ytiidyy eb |md infwnkhj*
z Dski Be``ke|, Ydjkes Csnjl Fnjnhds, In` eb Lt|{
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>9
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
Wey|&I`kia Infwnkhj Ni|kej Fk} bes Fk `djjkn` Fdlkn Nlrds|kydsyN`` Nlrds|kydsy ry* Dj|ds|nkjfdj| Nlrds|kydsy
IMNS\ N
NWW@KIN\KEJ LEXJ@ENL
DJSE@@ % OEKJ % YTCYISKCD
FIEFFDSID
FECK@D YEIKN@ FDLKN
W@NID IN@@
SD\NK@ WSEFE\KEJ
YK\D YDNSIM
Y\ESD @EIN\ES
RKDX FNW
XN\IM RKLDE
Yetsid? Fk``djjkn` Fdlkn 37>>*
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Djhnhkjh |md Feck`d
Dj|ds|nkjfdj| IejytfdsNy dns`{ nlew|dsy eb feck d nlrds|kykjh dj|ds|nkjfdj| iefwnjkdy mnrd wtymdl |mddjrd`ewd xmdj k| iefdy |e djhnhkjh iejytfdsy ej |mdks feck`d ldrkidy* Bsef |md tyd eb
kj|dsni|krd rklde njl skim fdlkn |e l{jnfki cnjjdsy |mn| wt`` kj sdn`&|kfd kjbesfn|kejcnydl ej n iejytfdsy itssdj| `ein|kej dj|ds|nkjfdj| csnjly mnrd iejyky|dj|`{ md`wdllskrd feck`d kjjern|kej*
\md wey|&i kia ni|kejy dj|ds|nkjfdj| nlrds|kydsy kji`tld kj |mdks nly n ye lksdi| { lskrd |mdksinfwnkhj ecodi|krdy* Iefwnsdl |e n`` nlrds|kydsy stjjkjh infwnkhjy xk|m Fk `djjkn` Fdlkndj|ds|nkjfdj| csnjly djietsnhdl iejytfdsy |e Xn|im Rklde kj|dsni| xk|m Feck d Yeikn`Fdlkn es ct{ rkn f&Ieffdsid n| ftim mkhmds sn|dy -ydd Imns| N+*
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W`nj nmdnl* Kji`tld feck d ny n ad{ fdlkn d`dfdj| kj {ets twbsej| w`njjkjh je| nynj nb|ds|methm|* Ykjid feck`d ky n`fey| n`xn{y ej njl sdwsdydj|y n |st`{ wdsyejn`
ldrkid bes fnj{ k| ky eb|dj |md sy| yisddj iejytfdsy |tsj |e* Feck d n`ye wserkldy {etxk|m nj kldn` xn{ |e lskrd kj|dsni|kej njl n`ye ytwwes| {ets e|mds fdlkn imnjjd`y* Xk|mdjethm w`njjkjh |kfd |st`{ tjk~td infwnkhjy inj cd ldrd`ewdl njl d}dit|dl*
Iej|kjtd |e Kjjern|d* Dj|ds|nkjfdj| nlrds|kydsy mnrd lskrdj feck`d kjjern|kej c{|nakjh imnjidy ej jdx djhnhkjh feck d nly* \nad kjjern|kej ejd y|dw bts|mds c{nww`{kjh yewmky|kin|dl ntlkdjid |nshd|kjh |dimjk~tdy |e sdnim {ets feck`d ntlkdjid
kj jdx xn{y* @n{ds kj `ein``{&|nshd|dl l{jnfki cnjjds iej|dj| ln{&wns| |nshd|kjhcdmnrkesn` ntlkdjid |nshd|kjh njl e|mds fd|mely |e wtym |md djrd`ewd njl ld`krdsdjhnhkjh nly |e wsdikyd`{ |md ntlkdjid {et jddl |e sdnim*
Sd|nshd| mnjlsnkydsy* Xk|m ieeslkjn|dl feck d nl infwnkhjy {et inj ctk lntlkdjidy cnydl ej xme mny wsdrkety`{ kj|dsni|dl xk|m {ets nly njl sd|nshd| |meyd
mnjlsnkydsy xk|m {ets be``ex&ej infwnkhjy* \mky xesay kjisdlkc`{ xd`` bes lskrkjh sdyt`|y|msethmet| |md dj|ksd wselti| `kbdi{i`d* Ctk`l nj ntlkdjid eb iejytfdsy xme djhnhd
xk|m {ets nl infwnkhjy bes |md sd`dnyd eb n jdx `f \R ydskdy es hnfd |mdj sd|nshd||mdyd iejytfdsy |e wsefe|d |md yn`d eb yetjl|sniay LRLy lkhk|n` lexj`enly njlfdsimnjlkyd* \mky ntlkdjid xk`` cd ftim fesd `kad`{ |e djhnhd xk|m {ets nly*
\nad nlrnj|nhd eb `ein|kej&cnydl |nshd|kjh njl iefftjkin|d xk|m
`ein``{&sd`drnj| fdyynhdy* Xk|m feck d {et inj dikdj|`{ ct{ ej n h`ecn` yin`d njlld`krds ity|efkzdl nly ej n jn|kejn sdhkejn es `ein` cnyky* Xk|m |md skhm| wns|jds {et
inj n`ye `drdsnhd |md fnyykrd nfetj|y eb ln|n nrnk`nc`d kj feck`d |e sdnim |md skhm|iejytfds n| |md d}ni| skhm| w`nid njl |kfd -k*d* jdns n |mdn|ds jdns n y|esd d|i*+* Wtym`ein``{&sd`drnj| iej|dj| ytim ny `ein` ymex|kfd kjbesfn|kej es `ein` wsefe|kejn`
edsy kj|e {ets nl tjk|y |e lskrd sd`drnji{ njl djhnhdfdj|*
Sdnim ft`|kit`|tsn ntlkdjidy xk|m kj&`njhtnhd nly* Wns|kit`ns`{ kj |md T*Y* njl |mdT*A* ft`|kit`|tsn` ntlkdjidy erds&kjld} kj |md iejytfw|kej eb dj|ds|nkjfdj| iej|dj|ej |mdks feck d ldrkidy* Tyd kj&`njhtnhd nly |e wsefe|d {ets jdx sd`dnydy kj ft`|kw`dfnsad|y njl kj |md `njhtnhd |mn| xk`` fey| sdyejn|d xk|m {ets |nshd| ntlkdjid*
>
3
9
7 Ni|kej K|dfy bes
Dj|ds|nkjfdj| Csnjly
>2xxx*fk``djjkn`fdlkn*ief%feck`d&kj|d``khdjid
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@drdsnhd {ets rklde iej|dj| |e stj ej feck`d* [et inj dnyk { tyd {ets \R nly njl|snk`dsy |e isdn|d kj|dsni|krd rklde nly |e stj ej |nc`d|y njl feck`d wmejdy* Rklde md`wy
{et ld`krds |md mkhm&kfwni| mkhm&dfe|kej nly |mn| iejjdi| xk|m {ets |nshd| ntlkdjidkj n xn{ |mn| n`ye n``exy |mdf |e |nad nj kffdlkn|d ni|kej |msethm |md ykfw`d |nw eb
n ct||ej*
Sdnim ntlkdjidy, je| nwwy njl yk|dy* Iejytfdsy xme niidyy dj|ds|nkjfdj|iej|dj| ej |mdks feck`d ldrkidy n`ye niidyy n`` akjly eb e|mds iej|dj|* Feck`d wserkldy
nj nfnzkjh ewwes|tjk|{ |e sdnim ntlkdjidy n| n rds{ csenl yin`d ye lej| fkyy et| ejnj{ we|dj|kn` `dnly c{ ldjkjh {ets infwnkhj wnsnfd|dsy |ee jnssex`{ -k*d* beitykjhnly ye`d`{ ej dj|ds|nkjfdj|&ywdiki iej|dj|+* @drdsnhkjh ntlkdjidy ytim ny FerkdCty Fefy Hnfdsy d|i* inj cd kjisdlkc`{ ddi|krd bes ld`krdskjh sdyt`|y*
Tyd feck`d |e cd||ds tjldsy|njl {ets ntlkdjid*\md drd` eb kjykhm| {et inj ldskrd
bsef ddi|krd feck d infwnkhjy inj md`w {et wkjwekj| mex xmdj xmdsd njl xm{
iejytfdsy djhnhd xk|m {ets nly* Njn`{zkjh infwnkhj wdsbesfnjid c{ ntlkdjidydhfdj|y inj n`ye md`w {et kldj|kb{ |md `nshdy| nsdny eb ewwes|tjk|{ bes {ets csnjl*
Sdnim drds{ weyykc`d |nshd| iejytfds, sdhnsl`dyy eb |mdks ldrkid eb imekid*
kWmejd njl kWnl tydsy nsd eb|dj rds{ djhnhdl feck`d iejytfdsy* Ct| ye nsd
iejytfdsy xme tyd e|mds ldrkidy* Kjlkrkltn`y xme tyd ldrkidy wexdsdl c{ NjlseklXkjlexy Wmejd C`niaCdss{ njl e|mds ewdsn|kjh y{y|dfy nsd n`ye ferkd&hedsylkd&mnsl \R bnjy ftyki `erdsy hnfdsy njl fesd* Tj`dyy xmn| {et nsd edskjh ej`{nww`kdy |e iejytfdsy tykjh n ywdiki ewdsn|kjh y{y|df -k*d* lexj`enl |md jdx
Njlsekl hnfd nww+ sdnim {ets we|dj|kn` ntlkdjid n| yin`d c{ nlrds|kykjhiseyy&w`n|besf*
Lskrd feck`d wtsimnydy* Iejytfdsy tyd |mdks feck`d ldrkidy sdht`ns`{ |e fnad
dj|ds|nkjfdj| wtsimnydy -ydd wnhd 4+* Xmk d feck d nly inj hdjdsn|d hsdn| nxnsdjdyynjl djhnhdfdj| |md{ nsd n`ye kjisdlkc`{ ddi|krd bes lskrkjh lksdi| feck d wtsimnydy*Tyd {ets feck d nly |e lskrd |md yn`d eb rklde hnfdy |kiad|y LRLy d|i* Bes y|tlkey tydf&ieffdsid btji|kejn`k|{ -d*h* Ct{ Jex+ xk|mkj {ets nly |e lskrd |kiad| yn`dy je| oty|bes {ets wsdfkdsdy ct| n`ye bes |md xdday be``exkjh {ets |mdn|skin` sd`dnyd*
8
=
;
>7
2
\ew >7 Ni|kej K|dfy bes
Dj|ds|nkjfdj| Csnjly
Xet`l {et `kad nj kj&wdsyej cskdjh eb |mky ln|n, ywdiki |e{ets csnjl es i`kdj|5
Iej|ni| ty |eln{ n| sdydnsimGfk``djjkn`fdlkn*ief*
>8
Feck d Kj|d Ydskdy? Dj|ds|nkjfdj| n Fk``djjkn` Fdlkn%iefYiesd Y|tl{
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Rkyk| xxx*fk``djjkn`fdlkn*ief%feck`d&kj|d``khdjid |e ykhj tw bes Fk``djjkn` Fdlknywexdsbt` sdydnsim sdwes|y kji`tlkjh Y*F*N*S*\* Feck`d Fk} njl |md Feck`d Kj|d` Ydskdy*
\MD H@ECN@ @DNLDS KJ FECK@D KJ\D@@KHDJID
@kad ty ej Bnidceea Iejjdi| xk|m ty ej @kjadlKj Rkdx ets rkldey ej [et\tcdBe``ex ty ej \xk||ds Gfk``djjkn`fdlkn