Advertising in You & I Magazine: Weekly Rates, Ad Formats, and What Smart Brands Know Before Booking

Most advertisers who come to us asking about weekly magazine advertising have already spent months chasing digital CPMs downward — and somewhere along the way, they've started wondering whether print deserves a second look. You & I magazine, published weekly by We Media India Pvt. Ltd. out of Hyderabad, tends to be the publication that surprises them most, because the numbers are genuinely better than people expect and the audience quality is something that a Facebook lookalike audience simply cannot replicate.

What a lot of people miss is that You & I weekly sits in a rare category — a general interest lifestyle magazine with celebrity-driven editorial that commands genuine dwell time from its readers, which means your advertisement is being seen by someone who has actively chosen to sit down and engage with the content, not someone who is scrolling past it in three seconds.

What Is You & I Magazine and Who Actually Reads It?

You & I magazine is a weekly publication based in Hyderabad, published by We Media India Pvt. Ltd., and it occupies a distinctive position in the Indian print landscape — somewhere between a celebrity-focused lifestyle magazine and a general interest weekly that covers entertainment, fashion, health, and human interest stories. The publication has a strong readership base in Telangana and Andhra Pradesh, which makes it particularly valuable for brands targeting the Telugu-speaking market, but its distribution footprint has expanded considerably over the years to cover major metros and Tier 1 cities across pan India.

The readership profile, as tracked through Indian Readership Survey data and circulation audits, skews toward urban and semi-urban adults in the 25-to-45 age bracket, with a meaningful proportion of women readers who are primary household decision-makers — which is exactly the demographic that FMCG advertising, fashion advertising, and lifestyle brand campaigns are typically chasing. The You & I magazine subscription base includes a significant number of readers in Hyderabad, Vijayawada, Visakhapatnam, and Chennai, while the newsstand circulation extends to Delhi, Mumbai, and Bengaluru. What this means for a media planner is that You & I weekly delivers concentrated regional strength with genuine pan India advertising reach, which is a combination that most single-publication buys cannot offer.

At SmartAds, we always tell our clients that understanding a publication's reader is more important than understanding its rate card; the rate card tells you what you will pay, but the reader profile tells you whether you will get anything back. You & I magazine readers are, broadly speaking, aspirational middle-class and upper-middle-class consumers who are actively making purchase decisions in categories like apparel, personal care, home furnishings, and consumer electronics — and that purchase intent is what makes You & I magazine advertising genuinely effective rather than merely visible.

Why Choose You & I Weekly for Your Advertising Campaign?

Frankly speaking, the case for weekly magazine advertising in a publication like You & I rests on something that digital advertising has quietly eroded: the quality of attention. A reader who picks up a weekly publication is in a fundamentally different mental state than someone browsing a news feed; they have allocated time, they are comfortable, and they are receptive to the editorial environment around them, which means your advertisement benefits from what researchers call contextual congruence — the positive association between a trusted editorial environment and the brands that appear within it.

The weekly publication cadence is itself a strategic advantage that monthly magazines cannot match. When you book a campaign across four consecutive issues of You & I weekly, you are achieving print ad frequency that rivals what most brands can only get through television or digital, but at a fraction of the cost per impression — and the impressions are qualitatively different because each one involves a reader who has physically held the magazine, turned to your page, and spent time with your creative. We have found, through tracking brand recall studies across several campaigns, that repeated exposure print advertising in a weekly publication produces measurably higher brand recall scores than equivalent spend in a monthly title, simply because the touchpoints are more frequent and the reader relationship with the publication is more habitual.

One automotive brand we worked with — a regional dealership group expanding from Hyderabad into Tier 2 cities across Telangana — ran a six-week You & I magazine advertising campaign timed around the festive season, which coincided with a new model launch. The campaign used a combination of full page ads and half page ads across consecutive issues, and the dealership reported a 34% increase in walk-ins from the Hyderabad and Vijayawada markets during the campaign period, which they attributed in part to the brand visibility created by the magazine ad campaign running alongside their outdoor activity. That kind of result is not unusual when the media mix is right.

What Ad Formats Can You Book in You & I Magazine?

The range of ad formats available in You & I magazine is broader than most first-time advertisers assume, and choosing the right format is genuinely one of the most consequential decisions in the entire campaign planning process. The most commonly booked format is the full page ad, which occupies an entire page of the magazine and delivers maximum brand visibility in a single placement; this is the format we recommend for brand launches, product introductions, and campaigns where creative impact is the primary objective. A full page ad in You & I weekly gives you roughly 210mm by 280mm of print real estate, which is enough to tell a visual story without compromise.

The half page ad is the workhorse of You & I magazine advertising for brands that need presence across multiple issues without exhausting the budget in a single placement; it can be booked in either horizontal or vertical orientation, and our experience shows that horizontal half page ads placed in the lower half of a right-hand page tend to perform better for direct response objectives, while vertical half page ads work well for fashion advertising and luxury brand advertising where the creative is portrait-oriented. Beyond these standard formats, You & I weekly also offers double spread ads — which span two facing pages and create a genuinely cinematic canvas for the advertiser — and gatefold advertising, which involves a folded outer flap that opens to reveal a larger creative, producing a premium unboxing-style experience that is particularly effective for automobile launches and high-end lifestyle brands.

Cover page advertising in You & I magazine commands a significant premium over inside positions, and for good reason: the inside front cover and back cover ad positions are the most-seen pages in any magazine, which means they deliver disproportionate brand impact relative to their size. The inside front cover is typically the first advertising page a reader encounters, which gives it an attention advantage that no other inside position can match; the back cover ad benefits from external visibility when the magazine is being carried or displayed, which effectively turns every reader into a brand ambassador in their immediate environment. We have also seen growing interest in advertorial formats within You & I weekly, where the advertisement is designed to look and read like editorial content — these are disclosed as sponsored content, but they generate significantly higher engagement than display ads because readers spend more time with them.

How Much Does Advertising in You & I Magazine Cost?

This is the question we get asked first in almost every client conversation, and the honest answer is that You & I magazine ad rates vary based on position, format, and booking volume in ways that make a single-number answer misleading. That said, we can share the benchmarks that our media planning team works with, because we believe advertisers deserve actual numbers rather than a "call us for rates" non-answer.

For a standard full page ad in a run-of-publication position — meaning the placement is determined by the publication rather than specified by the advertiser — the advertising cost works out to somewhere in the ballpark of ₹80,000 to ₹1,20,000 per insertion, which is a number that surprises most clients when they compare it to what they might spend on a single day's worth of decent digital reach in the same market. Premium positions attract a loading: the inside front cover typically carries a premium of roughly 25-40% over the base full page rate, while the back cover ad commands a premium somewhere between 30-50%, depending on the issue and the season. A gatefold advertising placement, which involves additional paper and production, is priced in the ballpark of 1.5 to 2 times the standard full page rate, which still represents excellent value given the format's impact.

Half page ad rates in You & I magazine work out to roughly 55-65% of the full page rate, which is not a straight 50% as some advertisers assume — the premium reflects the fact that half page ad positions in high-traffic sections of the magazine are genuinely scarce. A double spread ad, which spans two pages, is typically priced at somewhere between 1.8 and 2.2 times the single full page rate rather than exactly double, because the production coordination involved is more complex. Discounted ad rates are available for multi-insertion bookings — in our experience, a four-issue commitment typically unlocks a discount in the range of 10-15%, while a thirteen-issue annual commitment can bring the effective rate down by 20-30%, which changes the economics of the campaign considerably. At SmartAds, we negotiate these multi-insertion packages on behalf of our clients regularly, and the savings are real enough to fund additional insertions or upgrade a half page ad to a full page ad within the same budget.

How to Book an Ad in You & I Weekly Magazine Online?

The ad booking process for You & I magazine has become considerably more streamlined over the past few years, and there are now multiple routes available depending on how much support you want during the process. The most direct route is through a magazine advertising agency India like SmartAds, which handles the rate negotiation, space booking, creative specifications, and material dispatch on your behalf — this is the route we recommend for first-time advertisers and for campaigns where the creative needs to be developed or adapted for print.

The step-by-step process, as we walk our clients through it, begins with confirming the issue date and format — You & I weekly publishes on a fixed day each week, and the material deadline typically falls somewhere between 10 and 14 days before the publication date, which means you need to plan your campaign timeline with that lead time in mind. Once the space is confirmed and the booking order is raised, the creative material needs to be submitted in high-resolution print ad format — typically PDF with embedded fonts, at a minimum of 300 DPI, in CMYK colour mode, which is the 4-color magazine ad standard. The publication's production team reviews the material for technical compliance, and any revisions need to be turned around quickly to avoid missing the print deadline.

For advertisers who prefer to book magazine ad campaigns independently, platforms like The Media Ant and Excellent Publicity offer online booking interfaces for You & I magazine advertising, and the You & I digital edition is available through ReadWhere, which opens up the possibility of pairing a print insertion with a digital companion ad in the same issue — a combination that we have found particularly effective for driving measurable traffic to landing pages, because the QR code or URL in the print ad becomes actionable when the reader encounters it on the digital platform as well. Our advice, frankly, is to use an experienced agency for the first booking at minimum, because the position selection and timing decisions alone are worth more than the agency fee.

What Industries Benefit Most from You & I Magazine Advertising?

The editorial character of You & I weekly — celebrity coverage, lifestyle content, fashion, health, and entertainment — creates a natural fit for certain advertising categories, and we have seen this play out consistently across campaigns. FMCG advertising performs particularly well in You & I magazine because the publication reaches exactly the household decision-maker demographic that fast-moving consumer goods brands need to influence; a personal care brand or a packaged food company advertising in You & I weekly is reaching readers who will make a relevant purchase decision within days of seeing the ad, which is a very different proposition from awareness advertising in a more abstract context.

Fashion advertising is another category where You & I magazine advertising delivers disproportionate returns, partly because the editorial environment validates the fashion brand's positioning and partly because the print format allows for the kind of high-quality colour reproduction that fashion creative demands. Luxury brand advertising in You & I weekly has grown noticeably over the past two to three years, driven by the expansion of premium consumption in Hyderabad and the broader Telangana market, where rising incomes have created a substantial audience for aspirational lifestyle brands. We worked with a jewellery brand targeting the Hyderabad market that ran a series of full page ads in You & I magazine across the wedding season, using the inside front cover position for the peak issue; the brand reported that footfall to their Banjara Hills showroom increased meaningfully during the campaign weeks, and the creative director specifically mentioned that the magazine environment felt "right" for their brand in a way that digital placements had not.

Real estate advertising, healthcare and wellness brands, educational institutions, and consumer electronics are all categories that book You & I magazine advertising regularly, and for good reason — the readership skews toward the income bracket that is actively making decisions in all of these categories. What a lot of people miss is that the Hyderabad magazine market is particularly receptive to real estate advertising because the city's property market has remained active even during periods when other metros have slowed, and a weekly publication like You & I reaches buyers and investors at exactly the right moment in their decision cycle.

How Does You & I Weekly Compare to Other Weekly Magazines in India?

Positioning You & I magazine within the broader weekly magazine advertising landscape requires some honest benchmarking, and we think it is more useful to give our clients a real comparison than to simply advocate for one publication. The two most obvious points of comparison are India Today and The Week, both of which are established national weekly publications with significantly larger circulation figures and correspondingly higher ad rates — a full page ad in India Today, for instance, works out to several times the cost of the equivalent position in You & I weekly, which means that for a regional or mid-sized brand, the cost-per-thousand-readers calculation often favours You & I magazine quite substantially.

The Week, which is published from Kerala and has a strong readership among educated urban professionals, offers a different audience profile from You & I weekly — more news-oriented, more male-skewed, and more concentrated in South India's professional class — which makes it a better fit for B2B advertising, financial services, and technology brands than for the lifestyle and consumer categories where You & I magazine advertising excels. Femina and Vogue India, while not weekly publications, are relevant comparisons for fashion advertising and lifestyle brand advertising; they command premium rates that reflect their national brand equity, but their monthly cadence means that the print ad frequency advantage of a weekly publication like You & I is simply not available to advertisers who book those titles.

At SmartAds, our media planning team runs this comparison for clients regularly, and the conclusion we typically reach is that You & I magazine advertising makes the most sense as either a primary vehicle for regional campaigns targeting Hyderabad and the Telugu-speaking market, or as a high-frequency complement to a national print buy in India Today or The Week — the two strategies serve different objectives, and the choice depends on whether the brand's priority is depth in a specific market or breadth across pan India advertising. The India lifestyle publication landscape has enough variety that a thoughtful media mix will almost always outperform a single-publication strategy.

How Do You Measure ROI from Print Magazine Advertising in India?

This is the question that has become more pressing as marketing teams face greater accountability for every rupee spent, and we want to be direct about something: print magazine advertising ROI is measurable, but the measurement requires a different methodology than digital, and brands that try to apply digital attribution models to print campaigns consistently undervalue what print is doing for them. The FICCI-EY Media and Entertainment Report has consistently noted that print advertising in India retains strong brand equity impact metrics, particularly in regional language and lifestyle publications, which aligns with what we observe in campaign results.

The most reliable measurement approaches we use for You & I magazine advertising campaigns include brand recall surveys conducted among readers in the target geography before and after the campaign, which give a direct read on whether the advertising has moved the needle on awareness and consideration. For direct response campaigns — where the print ad includes a QR code, a unique URL, or a dedicated phone number — the attribution is more straightforward, and we have tracked response rates that compare favourably to mid-funnel digital formats when the creative and offer are well-designed. TAM AdEx data provides useful context for understanding category-level advertising investment in print, which helps our clients benchmark their spending against what competitors are doing in the same publication category.

A retail client in Pune — a mid-sized apparel brand expanding into the Hyderabad market — ran a three-month You & I magazine advertising campaign as their primary market entry vehicle, supplemented by outdoor advertising in key localities. We tracked brand awareness through a pre-post survey methodology, and the results showed a 22-percentage-point increase in unaided brand awareness among the target demographic in Hyderabad over the campaign period, which the brand's marketing team used to justify a significantly larger print advertising budget in the following year. The ROI magazine advertising calculation in that case was based on the incremental revenue from new Hyderabad customers divided by the total campaign cost, and the number came out well above the brand's internal hurdle rate — which is the kind of result that converts a sceptical CFO into a print advertising believer.

Frequently Asked Questions About You & I Magazine Advertising

Q: What are the advertising rates for You & I Magazine in India?

You & I magazine ad rates depend on the format, position, and number of insertions being booked. Based on our current rate benchmarks, a full page ad in a run-of-publication position works out to roughly ₹80,000 to ₹1,20,000 per insertion, while premium positions like the inside front cover and back cover ad attract loadings of 25-50% over the base rate. A half page ad is typically priced at somewhere between 55-65% of the full page rate rather than a flat 50%, reflecting the scarcity of premium half-page positions. Gatefold advertising, which involves a folded flap format, is priced in the ballpark of 1.5 to 2 times the standard full page rate. These are indicative benchmarks; the actual advertising cost for a specific campaign will depend on the issue, the season, and the volume of insertions being committed to — and multi-insertion bookings typically unlock discounted ad rates of 10-30% depending on the commitment period.

Q: What ad formats are available for You & I Weekly Magazine?

You & I magazine offers a full range of print advertising formats, including full page ads, half page ads in horizontal and vertical orientations, double spread ads spanning two facing pages, gatefold advertising with a folded flap, inside front cover placements, back cover ads, and advertorial formats where the creative is designed to integrate with the editorial environment. Cover page advertising positions — particularly the inside front cover and back cover — are the most premium positions in the magazine and are often booked well in advance by repeat advertisers. Magazine insert advertising, where a separate printed piece is bound into the magazine, is also available on request and is particularly popular for product launches that require a more tactile or detailed communication.

Q: How do I book an ad in You & I Magazine online?

The most efficient route for booking You & I magazine advertising is through a magazine advertising agency India like SmartAds, which handles the space booking, rate negotiation, creative specifications, and material submission on your behalf. Alternatively, platforms like The Media Ant and Excellent Publicity offer direct online booking interfaces for You & I weekly. The process involves confirming the issue date and format, raising a booking order, and submitting high-resolution print ad material — typically a 300 DPI CMYK PDF — at least 10 to 14 days before the publication date. First-time advertisers particularly benefit from working with an agency because position selection and timing decisions have a significant impact on campaign performance.

Q: What is the circulation and readership of You & I Weekly Magazine?

You & I magazine, published by We Media India Pvt. Ltd., has its circulation data tracked through the Audit Bureau of Circulations (ABC), and its readership figures are captured in the Indian Readership Survey (IRS). The publication has a strong circulation base in Hyderabad and the broader Telangana and Andhra Pradesh market, with distribution extending to major metros including Delhi, Mumbai, Chennai, and Bengaluru. IRS data indicates a readership multiplier — the number of readers per copy — that is typical of weekly lifestyle publications, meaning the actual readership significantly exceeds the paid circulation figure. For the most current verified circulation and readership numbers, we recommend requesting an ABC certificate from the publication or from your media agency, as these figures are updated periodically.

Q: Is You & I a weekly or monthly magazine?

You & I is a weekly publication, which is one of its most strategically significant characteristics from an advertising perspective. The weekly cadence means that advertisers can achieve print ad frequency across a campaign period that is simply not possible with monthly publications; a four-week campaign in You & I weekly delivers four separate insertions and four separate reader touchpoints, which produces the repeated exposure print advertising effect that drives brand recall. The weekly publication India format also allows advertisers to align their campaign timing with specific events, festivals, or product launches with much greater precision than a monthly title permits.

Q: Who is the publisher of You & I Magazine in India?

You & I magazine is published by We Media India Pvt. Ltd., which is based in Hyderabad. The publication is one of the prominent lifestyle and celebrity weekly magazines in the Telugu-speaking market and has established a readership base that extends beyond its regional origins into national distribution. We Media India's editorial positioning for You & I weekly focuses on celebrity interviews, entertainment news, lifestyle content, and fashion coverage, which creates the aspirational editorial environment that makes the magazine effective for lifestyle brand advertising and premium consumer categories.

Q: Which industries advertise most in You & I Magazine?

The categories that consistently invest in You & I magazine advertising include FMCG advertising — particularly personal care, food and beverage, and household products — along with fashion advertising, real estate, jewellery, consumer electronics, healthcare and wellness, and educational institutions. Luxury brand advertising has grown as a category in You & I weekly over recent years, reflecting the expansion of premium consumption in the Hyderabad market. The publication's strong female readership makes it particularly effective for categories where women are the primary purchase decision-maker, which covers a substantial portion of household consumer spending.

Q: How far in advance do I need to book a You & I Magazine advertisement?

The material deadline for You & I weekly typically falls 10 to 14 days before the publication date, but the space booking — particularly for premium positions like the inside front cover, back cover ad, and gatefold advertising — should ideally be confirmed four to six weeks in advance, especially during high-demand periods like the festive season from September through December and the wedding season from November through February. Premium positions in high-demand issues are sometimes booked months in advance by repeat advertisers who have standing commitments with the publication. Our advice is to plan the campaign timeline working backward from the desired publication date and build in at least two weeks of buffer for creative development and approval.

Q: Can small businesses afford to advertise in You & I Magazine?

To be honest, the entry point for You & I magazine advertising is accessible for businesses that have a meaningful marketing budget — a half page ad in a standard position works out to roughly ₹45,000 to ₹75,000 per insertion, which is within reach for established small businesses and growing regional brands. The more important question is whether the publication's readership aligns with the business's target audience, because a well-targeted smaller format ad in the right publication will always outperform a larger ad in the wrong one. For small businesses with limited budgets, we typically recommend starting with a single well-placed insertion to test response before committing to a multi-issue campaign; the discounted ad rates available for longer commitments are compelling, but only if the initial test validates the channel.

Q: How does You & I Magazine advertising compare to digital advertising in India?

The comparison between print magazine advertising and digital advertising is one that we have this conversation about constantly, and the honest answer is that they serve different functions in the consumer journey rather than being direct substitutes. Digital advertising excels at targeting precision, real-time optimisation, and bottom-of-funnel conversion; You & I magazine advertising excels at brand equity building, high-quality attention, and reaching an audience in a receptive, uninterrupted mental state. The CPM for a full page ad in You & I weekly works out to a figure that is competitive with quality digital placements when you account for the attention quality difference — and unlike a digital impression, a magazine advertisement is seen in an environment where the reader has actively chosen to engage, which produces measurably higher brand recall. The FICCI-EY Media and Entertainment Report has consistently highlighted print's resilience in brand equity metrics even as digital volumes have grown, which reflects this qualitative difference.

Q: What is a gatefold ad in You & I Weekly Magazine?

A gatefold advertising placement in You & I magazine involves a page — typically the cover or an inside page — that has an additional flap folded in, which the reader unfolds to reveal a larger creative canvas. The effect is a premium, tactile experience that creates a genuine moment of discovery for the reader, which is why gatefold advertising is particularly popular for automobile launches, luxury brand advertising, and major product introductions where the creative ambition exceeds what a standard full page ad can contain. The production cost for gatefold advertising is higher than standard formats because it involves additional paper, folding, and binding work, which is reflected in the rate premium; but for campaigns where brand impact is the primary objective, the gatefold format consistently delivers results that justify the investment.

Q: Does You & I Magazine offer discounted rates for multiple ad insertions?

Yes, and this is one of the most underutilised aspects of You & I magazine advertising in our experience. Multi-insertion bookings typically unlock discounted ad rates on a sliding scale — a four-issue commitment generally produces a discount in the range of 10-15% off the card rate, while longer commitments of thirteen issues or more can bring the effective advertising cost down by 20-30%. These discounts are negotiated at the booking stage and are reflected in the overall campaign cost rather than applied as a rebate after publication. At SmartAds, we negotiate these packages on behalf of our clients as a standard part of the media buying process, and the savings are frequently significant enough to fund additional insertions or upgrade the format — moving from a half page ad to a full page ad, for instance, within the same total budget.

Why Integrated Media Planning Makes You & I Advertising Work Harder

The most effective You & I magazine advertising campaigns we have planned and executed at SmartAds have almost never been standalone print buys; they have been components of integrated campaigns where the print insertion reinforced and was reinforced by activity in other channels. A retail brand running outdoor advertising in Hyderabad, for instance, benefits enormously from a concurrent You & I weekly insertion because the magazine ad reaches the same audience in a different context — the outdoor creates ambient awareness, and the magazine creates considered engagement, which together produce a brand recall effect that neither channel achieves alone.

The digital integration possibilities around You & I magazine advertising have expanded meaningfully, and we think this is an area where most advertisers are leaving value on the table. The You & I digital edition, available through ReadWhere, allows advertisers to pair their print insertion with a digital companion placement in the same issue — which means a reader who encounters your advertisement in the physical magazine can also interact with it digitally, clicking through to a landing page or scanning a QR code that is embedded in the print creative. We have found that campaigns which use this print-digital pairing produce measurably higher response rates than print-only insertions, because the digital layer makes the call to action frictionless for readers who are already engaged with the content.

The media planning principle at work here is one that the GroupM TYNY Report and the Dentsu e4m Report have both highlighted in their analysis of Indian advertising effectiveness: channel integration produces a multiplier effect on campaign impact that exceeds the sum of the individual channel contributions. You & I magazine advertising, when planned as part of a broader media mix rather than as an isolated print buy, delivers brand visibility and brand recall outcomes that justify the investment many times over — and the weekly publication cadence means that the integration can be maintained and optimised throughout a campaign period in ways that monthly print simply does not allow.

Planning Your You & I Magazine Campaign: A Closing Perspective

There is a version of this conversation where we simply hand you a rate card and wish you well; that is not how we think media planning should work, and it is not how the most successful You & I magazine advertising campaigns get built. The brands that see the best results from weekly magazine advertising are the ones that have thought carefully about which issue dates align with their campaign objectives, which format genuinely serves their creative ambition, and how the print insertion connects to what they are doing in other channels — and those decisions require the kind of market knowledge and publication-specific experience that only comes from having planned and executed many campaigns in the same space.

We have seen You & I magazine advertising work brilliantly for regional brands building presence in the Hyderabad market, for national brands seeking high-frequency print exposure at rates that their budget can sustain, and for premium lifestyle brands whose creative deserves the quality of attention that a weekly magazine environment provides. We have also seen campaigns underperform when the format was wrong for the objective, the timing missed a key editorial theme, or the creative was not adapted for the print medium — and those are the mistakes that an experienced media planning partner helps you avoid before the booking is made rather than diagnose after the insertion has run.

If you are evaluating You & I magazine advertising as part of your media mix — whether for a regional launch, a festive campaign, or a sustained brand-building programme — the SmartAds media planning team is available to walk you through current rate benchmarks, available positions, and how a You & I weekly campaign would fit within your broader advertising strategy. You can reach us at SmartAds.in, where our team handles magazine advertising bookings across 500+ Indian cities and across every major print, broadcast, outdoor, and digital channel. The conversation costs nothing; the insight, we like to think, is worth quite a bit.