Why Instagram’s Founders Left Facebook + The New Head Of The Company

An iPhone with the Instagram app open.

 

 

 

 

 

 

On September 24, 2018, Instagram CEO, Kevin Systrom, and co-founder, Mike Krieger announced they are resigning from Facebook.

“We’re planning on taking some time off to explore our curiosity and creativity again. Building new things requires that we step back, understand what inspires us and match that with what the world needs; that’s what we plan to do,” Systrom said in a statement.

Instagram was founded on October 6, 2010. On April 9, 2012, Systrom and Krieger sold their 13-person start-up to Facebook for $1 billion. At the time, Instagram had 30 million monthly users. Earlier this summer, the photo sharing app hit 1 billion users.

Many news outlets are reporting there was tension brimming amongst the Instagram founders and Facebook’s founder/CEO, Mark Zuckerberg, over the direction for Instagram.

“We remain excited for the future of Instagram and Facebook in the coming years as we transition from leaders to two users in a billion. We look forward to watching what these innovative and extraordinary companies do next,” Strosberg addressed in his statement.  

In a separate statement, Zuckerberg said, “Kevin and Mike are extraordinary product leaders and Instagram reflects their combined creative talents. I wish them all the best and I’m looking forward to seeing what they build next.” With Strosberg and Krieger, Zuckerberg now has total reign of the platform.

In an interview with the Wall Street Journal a day after his resignation, Strosberg stated, “the whole idea of joining Facebook was that we could scale way more quickly than we could independently.” Maybe the platform scaled larger than either he or Krieger would have liked.

Adam Mosseri, who used to head Facebook’s newsfeed, was named Instagram’s head of product earlier this year, and when the news broke that Strosberg and Krieger were leaving, many speculated he would be the top candidate to run the platform. On October 1, 2018, Mosseri was named head of the platform. Mosseri has been with Facebook since 2008. 

“To us, the important thing is keeping our community-all of you- front and center in all that Instagram does. We believe that Adam will hold true to these values and Instagram will continue to thrive” Strosberg and Krieger said in a new statement. 

A related article from the Los Angeles Times reminds us that “founders departing is nothing new in the tech industry. Apple and Microsoft have both continued to thrive without Steve Jobs and Bill Gates, namely because the companies had already matured.” With that, we can expect Instagram will continue to be a popular platform even with the founders removed from it.

What do you think Instagram will be like now that its founders are no longer involved with its development? Let us know in the comments.

Tips For Creating The Perfect Logo

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We live in a very visual world these days. While it is important to not judge a book by its cover, it can sometimes be hard not to when Instagram and dating apps have become things we look at every day. That said, having a logo that really speaks to your brand is critical. It’s a visual that tells people what you’re all about. You don’t want people to swipe right when they come across it so here are our biggest tips on how to create the perfect logo for your brand.

Ask yourself, what’s my brand’s personality?

Your logo should communicate your business’ personality. A good way to get to the bottom of this is to answer the question, how would you want your ideal customer to describe you? What are your business’ values?

Get inspiration.

What are some of your favorite logos? What are logos you don’t care for? Create a mood board of your favorite logos and one of your least favorite ones. Doing this can help you identify you what you like and what you don’t when it comes to design. Doing this can help you see if you want your logo to be classic, vintage, modern, minimalistic, or fun? If can also help you determine if you like certain colors and want them associated with your brand.

Keep it simple.

You want your logo to be easy on the eye. Don’t add to much detail. The most recognizable brands have simplistic logos. Check out this post which shows the evolution of McDonald’s logo.

McDonald’s original logo from 1940 is very different from how it looks today. Back then, it had black font and read ‘McDonald’s Famous Barbecue.’ In 1953, McDonald’s incorporated their then mascot, a chef name Speede, into their logo. Seven years later in 1960, McDonald’s  adopted its iconic red and yellow colors into its logo and dropped Speede. It added its name underneath the logo. In 2006, McDonald’s made their logo even simpler. For the past twelve years, it’s just now known for its’ golden arch.

Choose your colors carefully.

Color psychology is the study of how colors impact human behavior and emotion. Different colors can provoke different responses. For example:

Red is known for being an extreme color. It represents loudness, love, violence, anger, and adventure.

Orange is synonymous with joy, warmth, originality, enthusiasm, and creativity.

Because yellow is the brightest color, it represents happiness, optimism, enlightenment and clarity.

Green is an interesting color. On the hand it is the perfect color to use for eco-friendly brands as it makes people think of nature, growth, harmony, and fertility. On the flip side, green can also make people think of money so it’s another good option for financial businesses.

Blue symbolizes calmness and trust.

You get purple when you mix blue and red together. As such, this color is associated with power, royalty, and wealth.

It’s hard to not think of femininity when you think of pink, but it can also translate to sweet, playful, romantic, charming, and tenderness.

Brown provokes a sense of earthiness, rustic, strength, and reliability.

Black is a great color to use if your brand offers something that is sleek, modern, and luxurious.

White symbolizes clean, modern, and minimalism.

Gray can help you achieve a mature, classic, and serious look.

Make sure the logo can scale.

No matter what size the logo is scaled to, you want to make sure it is able to stand out. You don’t want it to be blurry if it’s reduced to a small size. You want people to understand it.

Consider using a symbol.

Symbols are powerful. We can’t deny that when we see a swoosh symbol we think of Nike, or when we see an apple icon our mind wanders to Apple. Maybe there is a simple symbol related to your business that you can design and incorporate into your logo.

Do public testing.

You may think your logo looks great, but what does the public think? Get a test group together and show them a few logo designs that you have. A test group can provide you constructive criticism and new ideas on what’s working and what isn’t. Sometimes it’s good to get out of your head and soundboard your ideas off of others.

Want some more logo inspiration? Check out some logos we’ve designed over the years.

B2B Marketing Tips

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Have you just started a B2B company? Or are you new to marketing for a B2B company? Marketing for a B2B company is different than marketing for a B2C, but it’s just as important. Here are some marketing tips to help you grow your B2B company and how to offer value to your target audience.

Write a blog.


You want to have helpful content that solves your audience’s problems, and a blog is a great way to make yourself an industry expert. To get going on your business blog, ask yourself, what are the most common problems my audience has? What are my company’s goals and how can I write about them?  


Update blog posts that do well.


Sometimes a blog post does really well. You get a lot impressions and comments. People are engaging with the post because it offers value.


But somewhere down the line, you go back to that blog post that did so well and notice it is a bit outdated. You still want that piece of content to be valuable, so update that blog post with the most relevant information so that it continues to rank well on search engines and gain traction.

 

Do video marketing.


Blogging isn’t the only way to provide value to your clients. As this article from Forbes explores, video is the future of media on the web. This article reports that Facebook is prioritizing video content more than ever and that video is almost as big as mobile. You could make videos that showcase your products and/or services and tutorials that visually help businesses solve their problems.  

 

Start a podcast.


Podcasts have exploded over the last few years due in large part to the rise of smartphones. Podcasts are wonderful because they can help you expand your expertise and network. This is especially true if a big portion of your podcast involves interviewing guests. When you have a guest on your show, they’ll promote it to their community, who will then want to check you out. Or in turn, if you invite a client onto your podcast, it can build a stronger rapport with them because you’re promoting them and having a meaningful conversation with them. A podcast is a lot of work (this article from Search Engine Land dives into that), but it can really help strengthen your content marketing and grow your B2B company.  

 

Use LinkedIn.


If you’re a B2B company, you have to be on LinkedIn. It is the outline platform for growing your network and finding business opportunities. Check out this blog post we wrote about how to get the most out of LinkedIn.

 

Treat your audience as people.


It’s easy when you run a B2B company to forget that your targeted audience has life outside of their job. They’re people just like you. They go to their kids’ Saturday morning soccer games, go on vacations, and binge watch Netflix just like you! Humanize your marketing. Profile your staff and share what makes each employee unique. Show your audience a behind the scenes look at your business. Show them how you make your products and/or create your services.  Humanizing your marketing is a must have as it’ll help you connect with your audience on a deeper level.

Do you market for a B2B company? Do you agree with our tips? What are some tips you do that we may have left out? Let us know in the comments.

How To Build An Agency: An Interview With Mike Sperling, Founder of Sperling Interactive

Mike Sperling, founder of Sperling Interactive

 

 

 

 

 

 

 

 

September 15, 2008 was a big and scary day for Mike Sperling. That day was his first day working full-time for himself after working at the Eagle Tribune for a number of years. Not only that, but that was the day the Lehman Brothers collapsed, causing the great recession of 2008. It was time of uncertainty, and Mike knew then he’d have to give his new business his all in order to flourish.

Mike’s business has come a long way in ten years. It’s no longer a one-man business. It’s now an agency located in a beautiful office on Derby Square in Salem, Massachusetts with 20 employees and 500 clients. With 98% of businesses failing within 10 years, Mike knows a lot about what it takes to make a business work so today we decided to interview him on how to build an agency.

What do you wish someone had told you when you were first starting out?

I wish someone told me the importance of setting boundaries. When you’re a business owner, you could literally spend all your time working, but it’s not healthy. Setting boundaries ensures you don’t burn out and have a better work/life balance.

What’s the hardest part about running Sperling Interactive?

Dealing with the anxiety of running a business. There are hundreds of decisions to be made everyday, some large and some small, and it can be overwhelming.

How do you provide good customer service to your clients?

I believe customers should feel important and have their needs listened to and acted on as soon as possible. I always try and hear my clients out. I think another way my company exhibits good customer service is we answer the phone when it rings as opposed to a computer. I feel this adds a nice human and personal touch for our clients.

What is your biggest tip for how to grow an agency?

I believe in slow calculated growth. There is no reason to take on debt or additional risk to scale the agency quickly.  Slow growth enables sustainability.

What’s something everyone should know about owning an agency?

While owning an agency is a lot of hard work, it is also a lot of fun. I get to think creatively and analytically all the time. If you’re someone who likes thinking these two ways, owning an agency might be a good fit for you.

A lot of people start an agency after having some success freelancing, how can one transition their solo career into a full-blown agency?

I would tell someone who is interested in starting an agency to take their time and to evaluate who they want to serve and what they stand for. The biggest difference between a freelancer and a business is a business has a targeted audience and a mission statement.  At Sperling Interactive, our targeted audience is businesses and nonprofits who want to reach and retain their targeted audience through custom marketing that speak to their brand. Our values are creative excellence, always going the extra mile for our clients, working like a family, and being accepting of others.

Click here to learn more about our staff.

Sperling Interactive's office.

Why We Use WordPress Instead Of Squarespace

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We often get asked by business owners and marketers what content management system they should use to build their website: WordPress or Squarespace. These are two of the largest and most popular current website tools, and our answer is always WordPress. WordPress is the content management system we primarily use to make our clients’ websites (check out this blog post to read about the other content management systems we use). In today’s blog post, we’ll be exploring why we use WordPress instead Squarespace.

Before we jump into everything, let’s dive into defining WordPress and Squarespace.

What is WordPress?


WordPress is a website builder that was founded in 2003. There are two types of WordPress- WordPress.org (where you self-host your site) and WordPress.com, which is when you pay WordPress to host your site.

What is Squarespace?


Squarespace is also website builder that was founded in 2003.  You may be familiar with the company as they have been doing a lot work recently to advertise themselves on podcasts and even the Superbowl. In May of 2018, they had up to 60 template options. It’s a popular platform for creative like bloggers, photographers, artists, and musicians.

Now that we’ve covered some basic info about the two, let’s discuss why we prefer WordPress here at Sperling Interactive.

WordPress is free.


WordPress is a free and open-source platform and Squarespace is not. When you sign up with Squarespace, you are hosting your site on Squarespace’s server. Using WordPress enables us to host our clients on one of the premiere hosting platforms, Amazon Web Services.

It also costs $12 a month to have a 20 page Squarespace website and $18 per month for a website with unlimited pages.

Editing & Coding Made Easy on WordPress

Every single WordPress website comes with a GPL 2.0 license, which means you can change the code as much as you’d like, including the functionalities of plugins and themes. Squarespace on the other hand, doesn’t offer this type of license to its users. You can only do certain edits to add small customizations to sites.  

When you sign up with Squarespace, you also have to choose a template. WordPress does offer templates (they have over 5,000), but if you want something truly custom, you can achieve that too. Squarespace does offer beautiful templates, but many of them are highly-photo based. If you don’t have high definition-photography, the templates can fall flat. Check out 1:15 of this video.

According to Website Builder Expert, WordPress does have a steeper learning curve but is a more flexible platform. We agree with this.

WordPress is Unlimited


With WordPress, there is no limit to how many times you redo your website or how many sites you’d like to build. When you sign up with Squarespace, you are limited to one site and are stuck within the confines  of your template. If you want to create another website, you have to sign up for another premium subscription.

WordPress Has Better Ecommerce Options


Nearly every website we build has an ecommerce shop to it, even if the business is a product-based business. A lot of businesses host events and need to sell tickets. The unfortunate thing about Squarespace is their ecommerce is only supported in the US, UK, Canada, and Ireland. WordPress, on the other hand, has a global presence. It also wasn’t until very recently that Squarespace started accepting PayPal.

Some of the Largest Websites use WordPress


WordPress is the most popular website and blog creation tool, powering 30% of websites (that’s 10 million websites). Squarespace has fewer websites, with an estimated 1 million. Not only that, some of the biggest blogs, news outlets, music sites, Fortune 500 companies, and celebrity websites- The New York Times, BBC America, MTV News, Beyoncé, Etsy, and the White House– were created in WordPress.

If you want to build a custom website for your business, WordPress is the content management system you should use. Our mission as a business is to create websites that truly represent our clients’ brand and aesthetic and because WordPress is so customizable we’ve gravitated towards it as a content management system we generally use.

If you’re a creative solopreneur, have amazing photography, and don’t find you need a truly custom website, Squarespace may be a better option for you.  

When it all comes down to it, you must think about your business and prioritize your needs. For larger businesses who have a lot of competition, having something completely custom is important as they need a way to stand out from the crowd. A custom site is perfect or this.

Do you agree with article? What content management system do you use? What do you like about it? Share your thoughts in the comments! We’d love to hear from you.

Seasonal Marketing Tips

 

 

 

 

 

 

 

Earlier this month, we wrote a blog post about how to have a great seasonal website. Today on the blog, we’re going to be covering seasonal marketing tips. Seasonal marketing is a great way to get into the new season or holiday, and it has been shown to increase sales.

Here are some important things to make note of before you begin:
– When it comes to seasonal marketing, timing is very important. Allot yourself a few months to plan and prep. The best ideas won’t come to you if you’re feeling crunchtime.

– Don’t feel pressured to have a seasonal marketing campaign for every season and holiday. Think about what is most relevant to your business. What times of the year does your company get the most business?

Now on to the tips:

Create Valuable Seasonal Content


We think it’s safe to say the reason we started our businesses was to be of service. Regardless if you’re a B2C or a B2B, you want your business to offer something valuable to your customers and clients. A great way to accomplish this is to create helpful content for your targeted audience.

For example, if you’re an interior designer, you might create a piece of content where you give away your favorite staging tips.

If you’re a dentist, you could share the best ways to clean your teeth after Halloween.

If you’re an employment/human resources attorney, you could share your tips on how to cultivate a better work environment near Labor Day.


Run A Social Media Campaign  


Everybody is on social media these days, so what better place to promote your business than with a social media campaign? If you’re a B2C business, you may want to consider promoting your products through Facebook Ads, and if you’re a B2B, by utilizing LinkedIn Ads.

Do A Photo Contest  


Photo contests are a fun way to engage your audience. Keep the rules simple, create a landing page where you can collect people’s information, and have a prize that people will want to win. Some ideas you could do is a Halloween costume contest or an ugly sweater contest in December. You could give away a product related to your industry (e.g., an IT company could give away a computer, a boutique could give away a gift card, etc.), or offer one of your services for free.

Come Up With a Hashtag

Connect with your audience by coming up with a clever hashtag. Going back to our previous tip, you could use the hashtag as a way to see who is participating in your contest instead of creating a separate landing page. Hashtags are also a good way to introduce new people to your business and your campaigns. When a person sees one of their friends participating in your contest or campaign, it may give them the incentive to join in too.

Direct Mail Promos  


In today’s digital world, it’s easy to forget about this last tip, but direct mail is still an effective way to remind people of your business. Design a postcard that gets people into the spirit and has a clear call-to-action.  

 

If you need help with your seasonal marketing, give us a call. We offer social media, blogging, photography, digital marketing campaigns, and graphic print work.

Common SEO Myths Debunked

The word 'SEO' spelt out in Scrabble tiles.

 

 

 

 

 

 

 

If you do search engine optimization (SEO) for your business, then you’ve probably discovered that it’s constantly changing. It can be hard to keep up with what’s going on and there are a lot of companies out there claiming they’ve got the shortcut strategies (aka blackhat techniques) that can help you rank well. Today we’d like to debunk the most common SEO myths to bring you some clarity and help you properly optimize your site.

 

Myth #1: More web pages will help rank better.

At Sperling Interactive, we always encourage our clients to blog. Blogging does, after all, give you more web pages and chances to rank for relevant keywords. But it’s important to note that your blog posts these days need to be of rich content and not thin content. Google is the most used search engine in the world and, as such, it wants to show its users the most relevant and rich content possible. Check out our blog post on how to optimize your blog posts.

Myth #2: Link building doesn’t matter.

Link building has changed a lot since SEO was invented. It used to be that you could get backlinks by putting your business’s information into business directories. Today, Google and other search engines value those links a lot less. To create effective links these days, you want to reach out to other industry publications and ask if you can be linked on their site. A good way to go about this is to ask them to a link a blog post you wrote to a similar blog post they have up on their site.

Myth #3: Having a mobile-friendly site isn’t that important.

If you don’t have a mobile-friendly website already, you should really hop on that now. In March, Google rolled out mobile-first indexing. This means it now prioritizes indexing the mobile version of a website over the desktop version. Google has started doing this due to the large spike in mobile search queries over the last few years.

Myth #4: Having a secure website isn’t an essential.


The newest component that Google takes into account when listing out results on search queries is security. Last month, Google began labeling sites that are not HTTPS as “not secure.”

At Sperling Interactive, we offer SEO audits. Contact us today to learn more about what you can do to better optimize your website.

Content Ideas for September

Autumnal props around a board that reads 'September. To Do:'

 

 

 

 

 

 

 

September is a favorite month for many people. Although it might have been years since you were a student, September may still symbolizes a fresh start for you. With it comes the return of crisp weather, school, and time to prep for the fourth quarter. It’s a month that comes with a lot of material, so here are our favorite September content ideas.     

Labor Day

Labor Day is September 3rd this year. Wish your community a Happy Labor Day and take this holiday as a time to talk about your company’s work environment.

Back To School

Use back to school as a time to offer value to students. Share the lessons you learned in school and how students can end up working in your industry. If your targeted audience is students, this is a good time to offer special deals to them.

International Day of Charity

September 5th is International Day of Charity.  Has your company donated to a charity or done any volunteer work? If so, why did you do it? Did the people in your company feel a connection to the organization’s mission? Did you want to help out a local charity? Or did you simply just want to do something good with your time? Unpack your reason(s) why on this day.  

National Day of Encouragement

There’s no denying all the negativity on social media these days. Why not add some positivity by sharing your favorite quote on September 12th in honor of National Day of Encouragement?! Quotes are great because they’re bitesize, to the point, and elicit an emotional response.

First Day of Fall  

Fall is one of the more popular seasons out there. Who doesn’t love foliage, pumpkin spice, and sweater weather? Go outside with your camera and take some photos of autumnal sights near your workplace. If you’re a product-based business, be sure to promote your seasonal products, if you have any. If you run a clothing store, put together some outfits with your inventory and post fall Outfits Of The Days (OOTDs). On the first cool day of September, you could take a photo of a white long sleeve shirt, black vest, black pants, and brown boots and say Han Solo season is here!

World Tourism Day

At Sperling Interactive, we’re lucky to be based in a historical and tourist-y city, but even if you don’t work in a city like Salem Massachusetts, you can still participate in World Tourism Day on September 27th. Make a list of your favorite things to do in your city and share it with your audience so they will want to visit. This can also be an awesome opportunity for you to shout out your clients and help them gain some business, too.

Holiday Season

September reminds us that Halloween, Thanksgiving, and the December holidays are all on the horizon. Use the middle-to-end of September to promote any deals or special offers you will have in the last quarter of the year.

Having trouble coming up with content ideas? Contact us today to book a content brainstorm session.

Questions To Ask Your Web Designer/Developer Before Hiring Them

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Are you ready for a new site? Here are the best questions to ask a web design and development company to get the best feel for them and to see if they’re the right fit for your business.  

What services do you offer?

If you’re having a meeting with an agency, there’s a strong chance they offer more than just web design and development. They probably also offer branding, search engine optimization/search engine marketing, social media, link building, and blogging. At Sperling Interactive, we offer all those services, as well as photography and video. Websites and search engine optimization go hand-in-hand so, after you find out they do SEO, you should then ask them what kind of work the SEO team will do to help optimize the new site.

Most sole prioperitors who do web design and develop websites only offer website work, but it’s still worth asking them if they offer any other services.

Do you do custom websites or do you use a template?

Every company is different. Generally speaking, larger agencies do custom websites, but some do offer templates, while still others do a bit of both. Companies that find most of their business through the Internet should opt for a custom website as it will help them stand out among competitors. Templates are a cost-effective solution for businesses that don’t rely so heavily on their online presence.  

What is your policy regarding building websites for competitors?

Speaking of competitors, you should also ask the question outlined above. This question is important for two reasons: you can find out if the company

you’re speaking to works with your competitors, and if the company has experience working within your industry.

Do you have any case studies?

This is a must if you want to see if the company will give you a good return on investment. You should find out if the websites this company has built have seen changes in their conversion rates and increased online sales.

What is your website process like?

A company’s website process says a lot about them. It can give you insight into how long the website will take to make, who from the company will be involved in the project (sometimes you can find out the staff’s experience), and how much input you will need to give.

Who will write my content?

Every company is different, just like every business owner’s preference on this question. At Sperling Interactive, we have writers on staff who can write your content for you, if you’d so prefer. These writers have knowledge of SEO so they can ensure the content on your site is optimized.

What support do you offer after my website goes live?

The thing about websites is they’re never truly “done”. There’s always security and maintenance to look after once the site goes live. When you ask this question, you should also ask about hosting. Do they offer hosting? Who do they do hosting with? Read more about the hosting service we use here.

Interested in hiring us to design and develop a website for you? Contact Sperling Interactive today at (978) 304-1730 to schedule an appointment.

How To Have A Great Seasonal Website

A Christmas themed flat lay with wrapping paper, treats, and laptops.

 

 

 

 

 

Do you run a consumer based business? If so, a great way to drive more people to your website and increase sales is to utilize seasonal web design. Seasonal web design is a digital marketing tool in which your website reflects the current season and/or holiday. Seasonal web design is effective because it can evoke emotion, create personal connections, and help consumers connect with your brand. Who doesn’t get in the festive mood when they see these Christmas themed websites? Here are our tips and tricks on how you can get your customers excited for the new season and your brand!

Have an outdoor time lapse video.

Today video has never been bigger. One of the biggest web design trends right now is video because it’s attention grabbing. We recently built the new website for the Salem Witch Museum. On the homepage of the website is a timelapse of the Salem Witch Museum from the outside. If you revisit their website in the fall, you’ll see the video is slightly different because it will be an autumnal time lapse. And if you return to the website in the winter, the video will show the museum during the winter. We’ve done this to the museum’s website to 1) entice the viewer and 2) to show the museum is open year round and not just in October. A time lapse video is an awesome way to show consumers what your business is up to during each new season.

Redesign your logo for the different holidays/seasons.

If you’re going to embark on seasonal branding, having a seasonal logo is an absolute must. Logos are incredibly important in any business as they are the image people associate with your company. We strongly advise if you’re going to be doing seasonal promotions, to create a new fun, seasonal logos. This will catch people’s eyes and direct them to your site to see your sales. Check out what some of the biggest brands have done to their logos during the holiday season in December.

Add seasonal colors.

Another way to spice things up is to change the colors on your website to the colors of season and/or holiday we’re in. Holidays and colors are very closely tied together. When you see orange and black, your mind immediately thinks of Halloween. And when you hear green and red, you think of Christmas. Using associated colors is another strong visual tactic to catch the attention of your audience.

Upload seasonal photos.  

Our last tip is simpler and is something you can do on your own if you’re not much a website wiz. For this last tip, we suggest uploading some seasonal snaps. If you’re from New England, take some photos outside. We’re fortunate we live in area of the world where we receive visible signs when a new season arrives, like snow and foliage. If you have seasonal products, make sure those are uploaded to the homepage to inform your visitors. Consider doing some flat lays with your seasonal products.

If you’re looking to implement a seasonal web design for your business, contact us today! At Sperling Interactive, we have the developers, designers, photographers, and ideas to make your website extra special during each new season.