What Local News Mentions Do for AI Visibility

Local news mentions give answer engines a third-party receipt that your business exists in a real city, under a real name, with real neighbors talking about you. They are not a magic "rank #1 in ChatGPT" switch. They are corroboration. When Claude Opus 4.8, GPT-5.5, Gemini 3.1 Pro, or a Google AI Overview has to decide whether your HVAC shop, bakery, or clinic belongs in a shortlist, a dated article from a local paper beats another self-published About page every time.

I am William Spurlock, founder of Spurlock Studios, AI Systems Architect, and Fractional AI CTO. I have been SEO-certified since 2021. The work now sits under AEO, AIO, and GEO. I have shipped 600+ automations with 500+ live, logged 20,000+ hours inside agentic systems, and deleted 35,000+ hours of client busywork across that book of work. I do not invent "X% of AI answers cite the local newspaper," fake city case studies, or ROI from a single press hit.

This spoke owns one job: what local news mentions do for AI visibility, and how a small business operator uses them without confusing them for the whole local stack. The June 26 pillar
AI visibility for local businesses
owns the full city playbook. The June 11
digital PR for AI visibility
post owns the wider third-party signal layer. The August
local recommendations and NAP checklist
post owns name-address-phone consistency. This page is the local-press slice only.

Three promises I will not make on this page:

1. A single newspaper feature will put you in every ChatGPT shortlist.
2. Local news replaces Google Business Profile or reviews.
3. Any vendor can sell you a guaranteed "AI citation package" tied to press wires.

What I will show you instead: the role those mentions play, how they fit local service keywords, and how to track whether AI is naming you after the story runs.

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What role do local news mentions play in AI visibility for small businesses? #

They act as independent, geographically grounded evidence that your entity is real, active, and worth naming when someone asks for a business "near me" or "in [city]." Your site says who you are. Local news says other people noticed. Answer engines need both when the query is local.

I separate three objects that operators mix up in every "I need PR for AI" conversation:

• Local news mention: your brand name in an editorial story, brief, or feature on a local news domain. Retrieval can open the URL, quote a fact, and treat the outlet as a third-party source.
• Local directory citation: NAP on Yelp, Apple Maps, BBB, chamber sites. Helps entity matching and Maps-adjacent answers. Weak as a "why this shop" story.
• Self-published claim: your homepage, GBP about text, or LinkedIn. Useful for facts you control. Weak as proof you exist outside your own marketing.

Ahrefs has published the pattern that branded web mentions correlate more strongly with AI Overview brand visibility than raw backlink count. In their May 26, 2025 study of about 75k brands, branded mentions correlated 0.664 with AI Overview brand visibility while raw backlink count sat at 0.218 (Ahrefs, AI Overview brand correlation). Ahrefs is clear that correlation is not causation. I still treat that as a reason to care about named mentions on real pages, not as a promise that one newspaper hit equals a citation.

Local news is a special case of that mention layer:

1. Geography is in the URL and the byline. A city paper tying your name to a street, neighborhood, or county gives models a place node to hang the brand on.
2. Editorial standards beat wire spam. A reporter choosing to name you is a different signal than a syndicated release that ran on 400 scrape sites overnight.
3. Freshness is readable. A 2026 ribbon-cutting or award story tells retrieval the business is still alive. A 2018 clip alone is not enough.
4. Sentiment travels with the quote. "Family-owned HVAC that fixed our school boiler overnight" is usable language. "Local business opens on Main Street" is thinner but still better than silence.
5. The URL is fetchable. Perplexity and ChatGPT with search show sources. Google AI Overviews attach supporting links (AI Overviews help). A paywalled or deleted article helps less than a stable public page.

Not every "local mention" is equal. I score them like this for AI visibility work:

• Category "best of" / readers' choice on a local magazine or paper: high strength. Maps cleanly onto "best [service] in [city]" prompts.
• Reported feature with your exact business name, service, and neighborhood: high strength. Geography, category, and third-party voice in one URL.
• Hard-news item where you are a named source (fire, weather, hiring, zoning): medium to high. Freshness and reality. Category match varies.
• Chamber / nonprofit partnership brief: medium. Good entity glue. Weaker for emergency-service prompts.
• Event booth or sponsorship caption: low to medium. Proves activity. Rarely answers a service question.
• Syndicated press release on scraper domains: low. Noise. Often ignored or treated as marketing.

Ahrefs followed up later in 2025 with brand-visibility correlations across ChatGPT, AI Mode, and AI Overviews. Branded web mentions stayed in roughly the 0.66–0.71 range while link-volume metrics stayed weak (Ahrefs, AI brand visibility correlations, December 12, 2025). Again: correlation, not a quota. I use it to defend "earn named pages" over "buy referring domains."

What a useful local story actually contains #

When I review a clip an operator is proud of, I look for five fields on the page. Missing fields do not make the story worthless. They do decide how much AI-visibility credit I assign it.

1. Exact public business name matching Google Business Profile and the homepage title.
2. City or neighborhood stated in plain text, not only in the outlet masthead.
3. Category language a customer would type (HVAC repair, pediatric dental, craft coffee), not only "local entrepreneur."
4. A date that is recent enough to signal the business is alive.
5. A stable public URL that does not rot behind a login wall within a month.

If the article uses a nickname, omits the street city, or only calls you "the owners of a new shop downtown," ask for a correction while the story is still warm. Corrections are normal. Split entities are expensive.

Angles that local reporters will take (and angles they will ignore) #

Angles that often work:

• New service area or after-hours coverage: reader utility. Puts category and geography language on a third-party URL.
• Hiring, apprenticeship, or local grads: labor and community desk. Repeats your brand name with the city.
• Disaster or weather response with receipts: public interest. Sentiment and "open now" reality (do not invent heroics).
• Partnership with a school, clinic, or nonprofit: community desk. Entity corroboration.
• Unique data from your shop (wait times, common failures): explainer potential. Quotable facts models can lift.

Angles that usually die in the inbox:

• "We launched an AI-powered experience" sounds like an ad with no local reader stake.
• "We are the best [service] in town" is a claim without a news hook.
• "Please link to our homepage for SEO" treats the reporter like a link vendor.
• "National study says…" with no local tie is not their beat.

What local news does not do:

• It does not replace Google Business Profile, reviews, or schema on your site.
• It does not fix a messy NAP. If your address disagrees across the web, a feature story can make the conflict louder.
• It does not guarantee you appear in Claude Sonnet 5, Gemini 3.5 Flash, or GPT-5.4 mini answers tomorrow morning.
• It does not outrank a national franchise that owns the category page and the review graph, on its own.
• It does not substitute for an owned page that answers the service question in plain language.

My working rule for small operators: treat one solid local news URL as an evidence chip, not a campaign. Stack a few chips over a year. Pair them with the entity work in the local pillar. Skip the vanity of chasing every outlet that will print a press release.

If you only remember one sentence from this section: local news mentions are third-party proof of place. AI visibility for local businesses is the proof stack plus the owned site plus the Maps footprint, not the press clip alone.

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How do I rank in AI search for local service keywords? #

You do not "rank" in AI search the way you rank a blue link. You get named, cited, or skipped. For local service keywords (plumber near me, best orthodontist in [city], emergency electrician open now) the shortlist usually comes from entity clarity, review strength, Maps signals, and corroborating third-party pages. Local news is one corroboration path. It is not the ranking algorithm.

Here is the operator stack I use when a local service business asks for AI visibility without pretending one newspaper story is the strategy:

• Entity first: one legal or public name, one primary phone, one address format everywhere. News must use the same name string as GBP and your site.
• Maps / GBP: categories, hours, services, photos, review replies. News can send branded search that reinforces the GBP entity.
• Owned site: service pages with city and offer language, FAQ blocks, LocalBusiness schema. News can link in. Your page must still answer the service question.
• Reviews: volume and recency on Google. Reply like a human. News quotes help sentiment. Reviews carry day-to-day trust.
• Third-party: local news, chambers, "best of" lists, credible blogs. This is where a press mention earns its keep.

Concrete moves for local service keywords, in order:

1. Write the service page like an answer, not a brochure. Lead with who you serve, where, and what you do on the first screen. Models and people skim the same way.
2. Keep NAP identical. Use the checklist in
   how to get your local business into AI-generated recommendations.
3. Earn one local story that names the service, not just the owner. "Smith Plumbing expands after-hours coverage in County X" beats "Owner named to chamber board" for a "emergency plumber" query.
4. Ask for the full legal business name in the article. Nicknames and DBAs that never appear on GBP create a split entity.
5. Publish a short FAQ on your site that mirrors the questions people ask AI. Hours, service area, emergency fees policy, licensing: direct answers, not fluff.
6. Do not buy link packages dressed as "AI PR." Buy editorial time or do the work of a newsworthy angle. The June
   digital PR for AI visibility
   post covers the wider signal stack. Keep local news inside that frame.
7. Track the shortlist weekly (next section). If Claude Opus 4.8 names three competitors and not you, read their review graph and their third-party URLs before you write another press pitch.

Match the mention to the query type #

Local service keywords are not one bucket. I bucket the prompts operators care about, then ask whether a news mention can even help.

• Near-me / open now (example: "emergency plumber near me open now"): GBP hours, Maps proximity, and reviews usually decide. Local news is weak unless the story proves after-hours coverage.
• Best in city (example: "best orthodontist in [city]"): reviews, "best of" lists, and entity clarity decide. Local news is strong when you are on a real best-of or feature.
• Compare three (example: "compare three HVAC companies in [city]"): multi-source corroboration decides. Local news is strong if each named brand has third-party pages.
• Brand check (example: "is [Your Name] LLC legit in [city]?"): consistency across the web and reviews decide. Local news is a legitimacy receipt.
• How / cost / process (example: "how much does sewer camera inspection cost in [city]?"): owned FAQ and service pages decide. Local news is weak. Write the page. Do not wait for press.

That list is why I refuse the slogan "get in the news and you will rank in AI." For near-me emergency intent, fix Maps and hours first. For best-in-city, press and lists matter more. For cost and process questions, your site has to carry the answer.

A 90-day operator calendar (no invented results) #

I do not sell a promise that month three equals citations. I do sell a sequence that stops thrashing:

• Weeks 1–2: NAP, GBP, and primary service page. One name string everywhere. Service page answers the top three questions.
• Weeks 3–4: review reply catch-up and photo freshness. Recent reviews answered. Hours accurate.
• Weeks 5–6: competitor third-party URL inventory. Sheet of who is named in local press and best-of pages.
• Weeks 7–8: one pitch to one outlet. Angle, fact sheet, and correct NAP sent.
• Weeks 9–10: site FAQ expansion from panel misses. New FAQ blocks for questions AI answered poorly.
• Weeks 11–12: remeasure the prompt panel. Same five prompts. Log deltas. Decide the next chip.

Zero-click context matters for why this work pays even when traffic charts look flat. SparkToro's 2026 window (Jan–Apr, published 2026) put 68.01% of U.S. Google searches ending with no click, with AI Overviews on 20%+ of searches and large CTR drops when an Overview is present (SparkToro / Similarweb). Methodology differs from their older Datos cut. The takeaway I use with operators: being named inside the answer is the asset. A local news mention is one way to become nameable.

Fact sheet I attach to every local pitch #

Reporters are busy. Give them a one-pager they can trust:

• Legal / public business name (exact string)
• Address and phone matching GBP
• Owner name and title for attribution
• Two-sentence what you do and who you serve
• One or two verifiable facts (years in city, licensing, hiring count). No inflated ROI
• High-res exterior photo and owner headshot they can actually use
• Preferred link (homepage or service page), optional

If you cannot fill that sheet without guessing, you are not ready to pitch. Fix the entity first.

Opinion, held loosely: for a single-location service business, I would rather have three local stories that repeat the same NAP and service category than thirty generic "AI SEO" blog posts. The pillar
AI visibility for local businesses
is the map. This spoke is the press pin on that map.

How local news interacts with Google Business Profile #

People ask whether press "beats" Maps. Wrong question. They feed different jobs:

• GBP: prove you are open, where, and what category you claim. Fails on wrong hours, wrong category, or ignored reviews.
• Local news: prove someone outside your marketing named you in that city. Fails on nicknames, wrong phones, or thin event captions.
• Owned site: answer the service question with quoteable structure. Fails as a brochure homepage with no FAQ and no service URLs.
• Reviews: prove recent customers agree. Fails on old five-stars with no replies, or unanswered one-stars.

A news hit that drives branded search can help humans find the GBP. It does not rewrite your primary category for you. After any feature runs, check:

1. Does the article name match the GBP name character-for-character where it matters?
2. Does the article phone match the GBP phone?
3. Did you add a GBP post linking the story (optional, human-facing) without stuffing keywords?
4. Did review velocity change? If yes, reply. If no, do not invent a crisis.

Franchise and multi-location operators get an extra failure mode: national brand news without city-level NAP. A corporate feature that never names your city does almost nothing for "best [service] in [your city]." Pitch the local desk for the local door.

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How do I track whether AI is recommending my local business? #

Run a fixed prompt panel every week, log who gets named, and only then change one variable. Do not "feel" that ChatGPT likes you. Screenshot the answer, save the date, note the model, and compare to last week.

I use a simple tracking panel. Copy it into a sheet. Keep the city and category fixed for a month so you are not measuring noise.

• Date (example: 2026-09-24): trend line, not one lucky day.
• Model / surface (example: ChatGPT with GPT-5.5, Claude Opus 4.8, Gemini 3.1 Pro, Perplexity, Google AI Mode or AI Overviews): surfaces disagree. Track separately.
• Prompt: the exact string you typed. Change one word and you broke the test.
• Named: yes, no, or partial. Partial means a category mention without your brand.
• Position in list: 1 through 5, or n/a. Useful for competitors, not ego.
• Sources shown: URLs or "none." Ties back to news and directories.
• Notes: hours wrong, old DBA, competitor festival story. Action items.

Prompt panel I actually run for local operators (swap city and category):

1. "Best [service] in [city] for [specific need]"
2. "Who should I call for emergency [service] near [neighborhood]?"
3. "Compare three [service] companies in [city] for a small business"
4. "Is [your exact business name] a good [service] in [city]?"
5. "What do locals recommend for [service] in [city] this year?"

copy those five strings exactly each week.

Keep the panel boring and fixed:

• Same account settings when you can. Location, browsing, and search tools change answers.
• Same wording for four weeks. Then rotate one prompt, not five.
• Log competitors' source URLs. If they keep winning with a 2025 "best of" list, that is your pitch target, not another homepage rewrite.
• Re-check after a news hit at 7, 30, and 90 days. Retrieval lag is real. I do not promise a 48-hour lift.
• Separate Maps wins from chat wins. A GBP pack placement is not the same as a ChatGPT shortlist.
• Do not change the city mid-test. "Near me" without a fixed location setting is not a controlled experiment.
• Save the ugly answers. Wrong hours and invented phone numbers are more useful than vanity screenshots.

What "winning" looks like for a small business:

• Your exact name appears without the operator needing to prompt the brand.
• Hours and service area in the answer match reality.
• At least one visible source is a page you recognize (news, GBP-adjacent, or your service page).
• Competitors do not own every slot on every model in the panel.
• Brand-check prompts no longer invent a closed location or a wrong suite number.

What "losing" looks like, and what I do next:

• Never named: check GBP categories and NAP first. Then check whether any third-party mentions exist at all.
• Named with wrong phone: run a citation audit. Then check whether news and directories still use the old number.
• Named only when brand-prompted: check review volume and recency. Then check local news or "best of" coverage for the category.
• Sources are spam directories: disavow theater will not fix chat. Earn one editorial URL. Ignore scraper sites.
• Google AI Overview cites rivals: read their supporting links. Then harden your service page answer quality.

I use Claude Sonnet 5 and Gemini 3.5 Flash for fast panel sweeps when I am drafting, then spot-check flagship surfaces (Claude Opus 4.8, GPT-5.5, Gemini 3.1 Pro, Perplexity) before I tell an operator the trend moved. GPT-5.4 mini is fine for drafting the log notes. None of those models owe you a citation. Your job is to leave evidence they can find.

Weekly ritual (30–45 minutes) #

Keep this boring on purpose:

1. Open the same five prompts from a fixed location setting.
2. Run ChatGPT (GPT-5.5) and Perplexity first. They show sources often enough to teach you something.
3. Spot-check Google AI Mode or an AI Overview on two of the queries in a normal Google window.
4. Spot-check Claude Opus 4.8 or Gemini 3.1 Pro once a week, not five times a day.
5. Paste answers into the sheet or save screenshots with filenames like 2026-09-24-chatgpt-best-hvac.png.
6. Mark only three statuses: named, not named, wrong facts.
7. Pick one action for the week. One. Not twelve.

Scorecard I use with operators #

• 0: never named on any non-branded prompt. Fix entity, GBP, and reviews before any PR spend.
• 1: named on brand-check only. Earn category language on a third-party page.
• 2: named on one of five prompts, facts mostly right. Strengthen the service page and make one local pitch.
• 3: named on two or more prompts across two surfaces. Maintain reviews. Add a best-of or feature angle.
• 4: named with at least one recognizable source URL. Protect NAP. Refresh content quarterly.
• 5: named across chat and Overview surfaces with accurate facts. Do not break what works. Expand service FAQs.

I do not publish industry benchmarks for this scorecard. It is an internal yardstick so you stop arguing from vibes.

What to capture from competitor wins #

When a rival owns the shortlist, copy the evidence, not their homepage adjectives:

• Exact business name string the model used
• Source URLs shown (news, listicles, directories)
• Whether hours and service area looked current
• Whether the model invented a claim you know is false (log it. Do not amplify it)

Then ask a blunt question: do they have a fetchable local story I lack, or do they simply have more recent reviews? Press is not always the gap. Pretending it is burns months.

When the panel is flat for a month, do not buy more press releases. Fix the entity stack first. Then pitch one newsworthy local angle. Then remeasure. That loop is slower than a vendor demo and more honest.

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What I tell operators who want "just the press" #

Press is the shiny object. The boring stack is the product.

If your GBP is wrong, your service page is a brochure, and your reviews are stale, a newspaper URL is a trophy on an empty shelf. Earn the mention anyway when the angle is real. Just do not pretend the mention is the strategy.

A clean year for a single-location service business often looks like this:

1. One or two editorial features that repeat the exact NAP and service category.
2. One best-of or readers' choice placement if your market has a real list.
3. Steady review replies and accurate hours every week.
4. A prompt panel you actually open on the same day each week.
5. One owned FAQ expansion every month from questions the panel missed.

That is not a media circus. It is operations. Spurlock Studios builds the site half of that stack. You and your local relationships own the press half.

Common mistakes I see after a "good" local story #

• Posting the article on social once, then never updating the service page the story was about.
• Letting the reporter publish a nickname that does not match GBP.
• Buying a wire the same week and polluting the mention graph with scraper URLs.
• Checking ChatGPT once the next morning and declaring the press "failed."
• Ignoring a wrong phone number in the article because "any coverage is good coverage."

Fix the article if you can. Fix the site either way. Remeasure on the schedule above.

A note on multi-location and franchise doors #

If you run five doors under one brand, national press without city names will not save the weak location. AI shortlists for "best [service] in [city]" still need city-level corroboration. Pitch the local desk for the local door. Keep each location's NAP and GBP honest. Do not paste a corporate feature URL into every city service page and call it done.

If you are a single-shop operator competing with a franchise, you will not win on national domain strength. You can win on local corroboration, review freshness, and a site that answers the service question. Local news is one of the few third-party tools where a single-shop operator can still earn a real URL.

Recap before the FAQ #

Local news mentions are third-party proof of place. They help AI visibility when the name, city, and category are clear on a fetchable editorial URL. They fail when NAP conflicts, the story is thin event fluff, or the owned site cannot answer the service question.

Rank is the wrong metaphor. Named or skipped is the unit. Track it weekly on a fixed prompt panel. Log the model, the sources, and the wrong facts.

Fix the entity stack before you buy another wire. Pitch one credible outlet when you have a real angle. Remeasure at 7, 30, and 90 days. Keep the site ready to absorb the mention.

That is the whole job of this spoke.

Everything below is FAQ detail for the edge cases operators ask after the first news hit.

Read those answers after you have a draft pitch and a live prompt panel. Do not use the FAQ as a substitute for the three H2s above.

The FAQ is for edge cases. The H2s are the job.

FAQ #

Does having a physical address listed consistently across the web help AI visibility? #

Yes. Consistent name, address, and phone (NAP) is still one of the main ways answer engines decide your local entity is the same business across Maps, directories, news, and your site. A local news mention that uses a different street format or an old suite number can create a split identity instead of a stronger one. Run the full NAP checklist in
how to get your local business into AI-generated recommendations
before you chase another press hit. Fix the entity, then add the story.

Do paid press release wires count the same as a real local newspaper story? #

No. A wire dump that lands on scraper sites is not the same evidence as a reporter-edited story on a local news domain. Answer engines can fetch both, but editorial sources carry clearer third-party intent and cleaner geography. Use a wire only when you already have a real outlet, or when legal/investor notice is the point. For AI visibility, pitch the city paper, the regional business journal, or a credible local magazine first. If the only "coverage" you can buy is syndication spam, keep the money and improve reviews and GBP instead.

Quick sniff test before you pay a wire:

• A local human would share this URL, not only an SEO vendor.
• The domain has a real newsroom masthead and local beat reporters.
• Your NAP is correct on the page (the wire did not rewrite your address).
• The URL still opens in three months without a login wall.

Fail any three of those and you bought noise.

Does a news mention without a link still help AI visibility? #

Often yes. The named mention is the primary receipt. The href is secondary. Ahrefs' branded-mention work (cited above) treats mentions as the stronger correlate with AI Overview brand visibility than raw link counts, with the usual correlation caveat. An unlinked name in a local feature still puts your brand next to a city and a date. A link helps humans and classic SEO, and it can make the path to your site obvious in source lists. Chase the accurate name and the stable URL first. Treat the href as a bonus, not the whole deal.

If the outlet offers either a homepage link or a service-page link, prefer the service page that matches the story. A feature about emergency HVAC should not dump everyone on a vague brand homepage with a slider and no hours.

How soon after a local news mention should I expect AI to name my business? #

I plan for weeks to months, not 48 hours, and I refuse a fixed guarantee. Indexing, retrieval caches, and model surfaces move on different clocks. Re-run your prompt panel at about 7, 30, and 90 days after the story goes live. If nothing moves by 90 days, the mention may be too thin, the NAP may conflict, or competitors may simply own stronger review and Maps signals. Fix those before you assume "AI ignored the press."

Also check whether the story is still live. Local sites restructure archives. A 404 is not an evidence URL.

Should I pitch every local outlet or focus on one credible paper? #

Focus on one or two credible outlets that locals and search engines already trust, then expand. Ten thin posts on forgotten blogs dilute the story and burn reporter goodwill. Start with the paper or site that already ranks for "[city] news" and that people share. Bring a real angle: hiring, expansion, community partnership, data from your shop floor, or a seasonal service change, not "we exist and use AI." Depth on a trusted domain beats a spray of republished releases.

Build a tiny target list once:

1. Daily or weekly paper with a business / community desk
2. Regional business journal
3. Local magazine that runs annual best-of lists
4. One niche site that already covers your trade in the region (optional)

That is enough. You do not need a 40-row media spreadsheet to start.

Do local magazine best-of lists help more than event coverage? #

Best-of lists often help category shortlists more. Event coverage helps freshness and human proof. A "best [service] in [city] 2026" feature maps cleanly onto the prompts people type into ChatGPT and Perplexity. A festival booth story proves you are active and local, which helps entity reality even when the category match is weaker. Ideal year: one category list placement and one or two activity stories that repeat the same NAP. Neither replaces reviews. Both beat silence.

If you can only afford the time for one, pick the list that matches your money category. Then use event coverage as filler when the calendar gives you a real hook.

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Build the site that can absorb the mention #

A local news URL is wasted if your site cannot answer the service question, show the same address, and look like a business a model should trust. That is the AI-visibility-ready site job: clear service pages, FAQ blocks machines can quote, LocalBusiness schema, and NAP that matches Google Business Profile.

Minimum site checklist I want live before celebrating a press hit:

• Primary service URL: One URL per money service with city language and a direct answer up top
• FAQ block: Hours, service area, emergency policy, licensing: short answers
• NAP footer / contact: Matches GBP exactly
• LocalBusiness (or subtype) schema: Name, address, telephone, url consistent with the visible page
• About / team: Real humans, not stock-photo theater
• Speed and mobile: Pages load cleanly on a phone. No broken CTAs
  If you want that built instead of bolted on, that is the work I do at Spurlock Studios: premium sites shaped for AEO and AIO, not just a pretty homepage. Start from the local pillar
  AI visibility for local businesses,
  earn the press the
  digital PR
  playbook describes, keep NAP clean with the
  recommendations checklist,
  and treat every local news mention as evidence, not as a shortcut past the stack.

Local news will not invent an entity you never documented. It will amplify the one you already made clear.