Communicating the fact that we're all media junkies isn't really that difficult; trying to persuade a local community that their newspaper—in all of its myriad formats—is still viable, is a slightly taller order. But it's the fact that media outlets like the Bozeman Daily Chronicle have so many formats to deliver the news in that makes the difference. This campaign ran for a year and highlighted the differences between being informed and the alternative, and demonstrated the various ways in which the information-craving public could access all that data.