maybe get a little hype, not say anything else. he said, you know what? we've been experimenting with doing these movie trailers for the entire issue. he said, what if we did one for just this story? and i said, okay, that sounds interesting. and i saw it probably about two days before it was tweeted out. it blew me away. >> maybe this is what publishers have to do now in this digital age. >> yes, but if i may be a little arrogant, i think it matters that you have a great story behind it. >> not only a movie, you have to have character development, a payoff, all those things associated with movies. >> that's right, you have to have something to advertise. the atlantic put quite a bit of resources behind that piece and making sure to tell it with all the thickness it deserved. >> there was a single track record the day it went on line. it's been read days and days since. what has been the reaction you heard? have you succeeded in kicking