I've always said if change were going to come in Jackson, it wouldn't come easy. I've known for years that some folks would have be dragged kicking and screaming into the new millennium. I know it's comfortable when you've immersed yourself in "tradition," apathy or complacency. A "rebirth" isn't going to be pleasant. In fact, it's going to be painful for some. It's going to make some very important people squirm, tug at their ties and purses and exhale to relieve the tension. Are we ready for some blank stares? Are we prepared for deafening silence when we raise our voices in defiance?
Several events have unfolded since the beginning of the new year that indicates to me the fire is lit and the gauntlet dropped. 2011 is going to be special. Not special in the clichéd "this-is-going-to-be-my-year" way, but special in the sense that I believe this is the year Jackson—all of us—takes a stand for our city.
I was inspired by the wave of Twitter support that followed a few folks noticing that The Clarion-Ledger was doing a piss-poor job of moderating the comments on its website. Daily, it becomes a cesspool for vitriol, a rest haven for cowards who love to post offensive racial comments under the guise of anonymity. Our daily is not the only culprit, but the traffic to its site is too high for them to continue to allow anonymous posting without moderation.
In 2011, we are taking a stand, letting bloggers know it is irresponsible to call women or races by derogatory names, make personal attacks, or take anonymous jabs at our city and its people without facts. There will be retorts. Believe that.
Was I surprised when I read how a young lady trying to plan a birthday party for her mother accidentally received an e-mail from a Ruth's Chris Steakhouse manager that described her party as "ghetto"? NO! Was I surprised when he quipped "they" really love us, don't "they"? NO! Bet he was surprised when he and his marketing manager began getting calls and e-mails from black and white folks declaring they'd never eat there again. And he might have been surprised when the company fired him as a result.
Too many of us make beelines for Madison County to eat, not realizing the same cuisine is served in the city of Jackson. Has it yet dawned on you that our dollars aren't respected?
After the groundswell of support for the young lady and her mom exploded, I think folks are getting the picture. In 2011, I urge you to "Buy Jackson" and to "Eat Jackson." Folks are realizing that complaining about water pipes and bad roads makes it incumbent upon us to spend our money in the city limits so we can shore up our tax base. In the end, I see this as a spark that will awaken the new generation.
That fire is beginning to singe the coattails of the five or six people who spend their day posting about how dangerous Jackson is. To hear them tell it, Jackson is like a real-life reincarnation of the movie "The Warriors," where men and women have to run a gauntlet of gangsters in biker jackets with spikes on their shoulders holding chains and crowbars. To hear them tell it, you've got to shoot your way into your home, and everyone's a victim-in-waiting.
In 2010, they had some success in scaring the hell out of people. They ran people out of town. In 2011, we're not going to ignore it. NO! We're not going to keep taking what you're dishing. The facts are in our favor, and they trump your fear-mongering.
You want steak? Eat at Olga's or Monte's. Eat at Nick's, Walker's, Babalu, Julep, Lumpkins or anywhere that has Jeff Good's name attached to it. Don't spend money where it doesn't benefit you. Speak up where you see wrong. Call out hateful speech immediately. Refute propaganda with facts. Organize. Act. Identify leaders in your community. Train them and urge them to act. Call out the influential people in your circle and chide them for being silent.
A very vocal minority of Jackson-bashers has beaten a very quiet majority of Pro-Jacks up until now, but 2011 is the year we turn the corner.
And that's the truth ... sho-nuff.
Previous Comments
- ID
- 161719
- Comment
Pro-Jacks Stand Up! Buy Jackson/Eat Jackson. I am excited to embrace and encourage others in the BJEJ effort! I also take great offense to the comments on the CL page after any story about ANY criminal act. I would actually urge people to pick up the paper (if they choose to read CL) instead of even going on to the website. Some kind of way it has to be impressed upon them that it is a reflection of them - the Clarion Ledger - when they allow comments with such hate and total disregard for people in general, but specifically black people. Great column Kaz!
- Author
- Queen601
- Date
- 2011-01-20T08:54:26-06:00
- ID
- 161721
- Comment
"sho-nuff" Kaze, I know you' right! There is enough of everything right here in Jackson to wear, eat, fix, and anythng else you can think of. I have said before that a lot of the business owners in Madison want you to come to buy, but, then they want you to get out of town. If Jacksonians didn't shop Madison, many of their stores would go under. The CL does a terrible job in addressing issues here in the City and there business is located in Jackson, proper. Another thing I've noticed: All of our local TV Stations cater to North Park and the Renaissance. During the Christmas holidays, I did not see Metro Center featured at all. There were wall to wall black folks at North Park giving their dollars away for our tax base: That base that supports our Police and Fire Departments, our schools, water supply, streets and, ect. Let's get this party started!
- Author
- justjess
- Date
- 2011-01-20T09:43:45-06:00
- ID
- 161723
- Comment
How do television stations "cater" to NorthPark and Renaissance?
- Author
- bill_jackson
- Date
- 2011-01-20T09:55:14-06:00
- ID
- 161724
- Comment
In the upcoming days a comprehensive organized campaign will be rolled out. Those that wish to participate will be welcome to come to the table and be a part of this. An interest/organizational meeting is in order for the BUYJXN/EATJXN Campaign. All the way down to perhaps getting Chane to prints some T-shirts. It is time! Mind you this NOT..repeat NOT an anti-Madison or Rankin Campaign. If you reside in those areas by all means you should support where you pay your taxes! This campaign is to urge JACKSONIANS who LIVE and PAY TAXES in the city of Jackson to only spend money where it can support them. To sacrifice enough, to search enough for those things that you usually went to Northpark or Dogwood for here in Jackson. To eat at Montes and Olgas instead of Ruth Chris. etc. If you have EVER complained about our roads, our water pipes, our Police or fire dept. GUESS WHAT! it is partially YOUR fault if you have spent any amount of your earnings at places outside our city limits. WE NEED TO SHORE UP OUR OWN TAX BASE. TODAY IS DAY WE NEED TO START! BUYJXN/EATJXN! Whos with me?
- Author
- Kamikaze
- Date
- 2011-01-20T10:20:37-06:00
- ID
- 161725
- Comment
I agree with the need to Buy and Eat Jackson -- and local Jackson over chains and big-box outlets like Wal-mart, Best Buy, etc. (Cowboy Maloney's will match any price at any chain!) I have arrived at a place, though, where I believe all of us in the entire Jackson area need to work together, not at odds, and work toward ending the division, instead of accelerating a tired city-v.-suburb war that hurts us all. That is, we all need to focus on support locally owned businesses inside and outside the city limits over big-box (like going to Material Girls more often than Anthropologie, for instance) and have honest discussions about the need for people in the bedroom communities to be deliberate about also spending inside the capital city in order to help shore up our tax base. Because if we fail, the suburbs that rely on us will follow. Madison needs Jackson, no matter what some people think. My call is for all of us to Think Local First, and make sure that is within the city limits as often as it makes sense, even if you live in the suburbs. It's not like the Legislature is going to pay Jackson back for what state government takes from so people who live in the capital area need to take care of own postage stamp. But I'm sick of wars and name-calling. Jackson has stood up and shown that the ridiculous city-bashing of old is just done by dumb people with an agenda of their own who are usually too cowardly and small-minded to use their real names. Let's all work together to call *them* out and make our city and our bedroom communities stronger.
- Author
- DonnaLadd
- Date
- 2011-01-20T10:24:17-06:00
- ID
- 161726
- Comment
bill_jackson, our local TV stations cater to these business by featuring their stores, clerks, and shoppers; especially during major holidays. The Metro Center is NEVER mentioned. I wish it were different, but, it's not. Maybe when more residents here pay attention to these issues, Kaze's and othes who are working on the "Shop Jackson" project, will have their jobs made easier.
- Author
- justjess
- Date
- 2011-01-20T10:27:01-06:00
- ID
- 161727
- Comment
Bill, are you a Jackson resident? youve been critical of our city's Police Department and vocal on this site about the crime issues we face here. Are you willing to join a campaign that can help firm up this city's foundation and help get the funds to pay more cops and bring our police force up to full strength? Its no secret, that we are below suggested numbers, but we cant pay em. So this campaign should appeal to you and many others right?
- Author
- Kamikaze
- Date
- 2011-01-20T10:28:16-06:00
- ID
- 161728
- Comment
Donna, bravo! But...not interested at all in continuing to help Madison grow and prosper at our expense. Nothing personal. But WE have to look out for WE now. Current census numbers show that Madison/Rankin are growing and WE are shrinking. With Redistricting and Reapportionment on the table we are in danger of losing representation. Not to mention the backlash that Jackson gets at the capital. No one wants to "help" the capital. (could it be that we have now become just over an 80% African American city?) We have to urge those who pay taxes IN Jackson to keep that money here. Frankly. no one in Madison/Rankin is interested in spending money in Jackson if they can help it. Its time to be honest with ourselves. its time to DO US! and THEN we can reach out an embrace others. (The same mantra that applies to relationships lol)
- Author
- Kamikaze
- Date
- 2011-01-20T10:33:56-06:00
- ID
- 161729
- Comment
But...not interested at all in continuing to help Madison grow and prosper at our expense. Nothing personal. I don't take it personally. I'm all about getting people to spend money in Jackson at locally owned businesses. I'm just not in on city-v.-suburb war rhetoric these days any more than I am into vitriolic rhetoric in politics. And that kind of approach will end up hurting Jackson, as people who live in the suburbs *stop* spending here in response to it. That's counter-productive. I'm in a place where I want us all to work together, and I believe it can work. Frankly. no one in Madison/Rankin is interested in spending money in Jackson if they can help it. That is simply not true, especially among younger people. I know plenty of people who don't live in the city limits (due to inability to move in this economy in many cases) who support Jackson in every way they can. Some even work here. You, obviously, can take any tack you want. I will join a call for people to spend more at local businesses in Jackson and, in fact, have helped lead that call since our first issue in 2002. But I'm not in on a game that demonizes everyone in the suburbs. It won't work.
- Author
- DonnaLadd
- Date
- 2011-01-20T10:46:43-06:00
- ID
- 161730
- Comment
BTW, I liked your column. I loved he part where you called out the cowards who disparage women and people of color using the worst possible language. Those people are the weakest among them, and it's time to stop giving them the time of day or our attention.
- Author
- DonnaLadd
- Date
- 2011-01-20T10:49:51-06:00
- ID
- 161731
- Comment
Not demonizing anyone. In fact. As I stated, if they wish to fully support where they live and pay taxes. Kudos to them. This is not US vs Them. Repeat..This is not US VS THEM! thats been done. If you see my point, this is US doing US. This is self love. not "hating them". This goes beyond that. And id say that the numbers are are much greater for Jacksonians spending money in Madison/Rankin than vice versa. The younger folks who dont practice the prejudice of their older MAdison/Rankin folks DO come into Jackson but a lot of that $$$ is entertainment dollars. Because we have the bulk of the clubs/concert venues/bars here. Are they buying clothes here? are they eating here? Id actually like to study and see. There are many in teh burbs that "get it". But the lions share of them arent interested I think in helping Jackson prosper in anyway. WHY? because as ive heard too many times working in development. They DO think they can survive without us. They dont even ACT like their survival depends on us
- Author
- Kamikaze
- Date
- 2011-01-20T10:56:41-06:00
- ID
- 161732
- Comment
And yes Donna. And lets lose the corny "Freedom of speech" excuse and the tired "Ill lose my job" excuse. You post anonymously so that you can spit hate and racism/sexism. Or better yet exercise your personal dislike for someone. If you cant post at work then DONT. go home and post with your name from your home. go to a library and join in. It is simply a veil for cowards. COWARDS! and im speaking about folks who post the BAD comments. Those who are interested in good discourse that post anonymously. my quarrel is not with you. *clarification* Want to know how to debate points passionately yet civil? see Nic Lott! see Quentin Whitwell. NOT the C-L BUYJXN/EATJXN
- Author
- Kamikaze
- Date
- 2011-01-20T11:02:15-06:00
- ID
- 161734
- Comment
I'm loving this thread. However, it is worth noting how many times and how many different ways this issue has been addressed. The crux of the matter is a need for education. While we were running Buy Jackson as an organization (before both my partner and I went bankrupt trying to do so), we discovered we were more effective at changing minds through education. However, I must say there is a certain socio-economic class usually left out of this type of outreach. It seems they are sometimes perceived as not being of any great importantance economically when the opposite is true. (BTW, I'm not including you guys in that though process). Kaz Buy Jackson has been a mantra of mine for many years. I followed in the footsteps of some bold leaders such as Donna, when I took up that cause and was encouraged by groups of much older people who had adopted the cause in the 80's and 90's who did not wish to be identified because of their political involvements. I said all of that to say this. We must educate on the basis of the damage we do to our own city when we shop outside of the city, not on the basis of a handful of misguided, vile people who wish to return to pre-civil war days. Keep up the good work. Renee Shakespeare
- Author
- BuyJxn
- Date
- 2011-01-20T14:06:08-06:00
- ID
- 161735
- Comment
"We must educate on the basis of the damage we do to our own city when we shop outside of the city, not on the basis of a handful of misguided, vile people who wish to return to pre-civil war days." Very well stated Ms. Shakespeare!!!!
- Author
- Queen601
- Date
- 2011-01-20T14:11:22-06:00
- ID
- 161738
- Comment
I don't understand this BIG EDUCATION need. During the early 60s when many towns were under boycott, the message was simple and people who had far less education and whose jobs were mostly common labor, except for school teachers, joined the movement and did not go into stores that were off limits. I don't in anyway suggest a movement such as a "boycott" for Jacksonians to begin shopping here to increase our tax base; however, the point I'm trying to make is that of getting certain people to just say what it is. Can you imagine what would happen if every minister in his pulpit on Sunday would simply say, "SHOP/EAT JACKSON?" The problem here is the fear of being taken off of Tax Exempt Status. A lot of ministers are very skeptical about these and other similar messages: They know that someone will "run and tell that." I am wishing Kaze and others a lot of success and for sure I will be doing all that I can. Sad for us as a community, the Church is the platform and the Ministers are our mouth-pieces: Too bad that most have been silenced. Prfessional marketing is very, very costly. Flowood has several commercials inviting people to shop/live/visit and recently they have added one black face to some of their commercials. ...and that's the truth!
- Author
- justjess
- Date
- 2011-01-20T15:25:00-06:00
- ID
- 161739
- Comment
Thanks, Renee. We've put information out for years now, since beginning the "shop local" mantra here in 2002, about why it is important both to shop local and to shore up the tax base in Jackson. (As in: broken water pipes.) I don't think professional marketers are needed, but every person needs to spread the message. When you hear someone going to Wal-Mart, explain why they shouldn't. Call 'em out, nicely, of course. Buy your office supplies from Barefield. Buy your TV at Cowboy Maloney's. Explain it to them, and why it matters. Over and over and over again. And we'll keep putting the information out for y'all to use it, but y'all gotta be the foot soldiers.
- Author
- DonnaLadd
- Date
- 2011-01-20T15:46:40-06:00
- ID
- 161740
- Comment
@ Justjess: I agree we don't need professional marketers. However on the issue of education, I'm referring to education one person/group to another. The reason I believe this is important is there are segments of our community who seem to equate where they shop with their importance as an individual. Now as for the churches. I have suggested on many occassions to many Pastors that they teach this particular lesson; not by saying don't shop outside of Jackson but by teaching (educating) their congregation about what it really means to be a good steward, of their homes and communities. If the Federal Government has a problem with that then some Pastors frankly need to get a backbone. Here's to hoping anyway!
- Author
- BuyJxn
- Date
- 2011-01-20T15:59:16-06:00
- ID
- 161742
- Comment
I live in Rankin County. I do most of my eating and entertainment in Jackson. I usually go to locally owned places but don't have a hard rule about it. I don't buy a lot of clothes or big ticket items because of various things. My family used to make a lot of comments about them having safety concerns when I told them I was going to Hal and Mal's or wherever. I have never had a problem or felt unsafe. I went to F. Jones Corner recently and had a good time and am looking forward to the rest of Farish getting done. I have been very pleased with all the positive things that have happened in Jackson. I want them to continue and know they will. Leadership is so important and everytime I see someone take charge of something and make it better I am proud for them.
- Author
- KendallVarnell
- Date
- 2011-01-20T17:28:11-06:00
- ID
- 161743
- Comment
And thats what we need Kendell (so crucial) are folks like you sharing those stories of going to F. Jones. coming to Jxn to be entertained and having a fun safe time. We need more shining examples like you spreading the good word and blasting propoganda. Folks who, when others say "I dont want to go to Jxn because its this or that", can give them POSITVE stories and positve pictues of their capital city
- Author
- Kamikaze
- Date
- 2011-01-20T17:48:56-06:00
- ID
- 161748
- Comment
Kendall, you are so the king of this thread so far! Great comments. You wrote: I live in Rankin County. I do most of my eating and entertainment in Jackson. I usually go to locally owned places but don't have a hard rule about it. If everyone would do that, it's all it would take. That's the Think Local First attitude. Cheers to you.
- Author
- DonnaLadd
- Date
- 2011-01-20T18:38:59-06:00
- ID
- 161752
- Comment
Your're right, BuyJxn.This is from the method of:Each One, Teach One. Patience has not been one of my strong points and I think that it worsens with age. LOL!
- Author
- justjess
- Date
- 2011-01-21T11:16:23-06:00
- ID
- 161754
- Comment
Just curious, Kaz, where do you bank? Is their corporate headquarters in Jackson? Do they have all of your business (deposits, loans, credit cards, etc.)?
- Author
- independent
- Date
- 2011-01-21T13:02:59-06:00
- ID
- 161758
- Comment
Just curious, independent. Why do you ask Kaz that? Does he need to say to you that he banks at a Jackson-owned bank for you to take the idea of local seriously? Certainly we can all stipulate that banks, overall, aren't nearly as local as they used to be. We bank at three: one extremely local, one not as local as it used to be and one because it's outside our back door. Does that mixed bag say something special to you?
- Author
- DonnaLadd
- Date
- 2011-01-21T15:04:12-06:00
- ID
- 161759
- Comment
Yes independent my bank is local. And they get al of my biz, with my business and personal. If that answers your question. Why do you ask? (And yes Donna, banks aren't NEARLY as local)
- Author
- Kamikaze
- Date
- 2011-01-21T15:22:34-06:00
- ID
- 161762
- Comment
To me Donna, your answer tells me that you do like most of us do. You opt for value, comfort, convenience and service. To you Kaz, I say, "Good on ya!" It's good to see you put your $ where your mouth is! I'm sooo tired of all these so-called proJacks jumping my case about eating at Mint and not Nick's, yet they bought their car in Houston, their bank is in B'ham, and they just bought something on-line from NYC.
- Author
- independent
- Date
- 2011-01-21T17:43:44-06:00
- ID
- 161766
- Comment
...and independent I might add that comfort, value, convenience, and service al rest with our Jackson eateries as well. You can find those same qualities IN the city limits if you're willing to do the LEAST bit of looking. Mint has nothing on Julep. And you'd be hard pressed to find a better spot than Nicks or a better steak than Olga's or better Soul Food than Peaches. With this campaign I'd be crazy to think all Jacksonians are going to spwnd money solely in Jackson. I'd LOVE them to...i URGE them to but...if they don't, at least spend 80-90% of your dollars in Jackson (if you're a Jxn resident)
- Author
- Kamikaze
- Date
- 2011-01-21T20:47:01-06:00
- ID
- 161768
- Comment
For those that live in J-town, I agree. And there are many good places with good quality, and I've had many a good time in J-town. Somehow perception has to change. How? And how do you sell to suburbia the absolute necessity for Jackson to thrive in order for surrounding communities to merely exist? Tough sell in my opinion, but I wish you God speed with it. And I agree, Shop/Eat/Spend local! On a personal note, you appear to be a man of conviction and credibility. With that, and honesty, a trust should be built that would allow anyone to converse with you in a rational and reasonable way without fear of judgment being passed by anyone.
- Author
- independent
- Date
- 2011-01-21T22:18:20-06:00
- ID
- 161770
- Comment
Well, independent, I hope most people shop local as often as we do. I have priority lists: If I can get it at McDade's and it's open, I get it there. I never set foot in Walmart, although I go sometimes to Target to load up on certain things hard to get local in the city limits, so my sale tax goes to Jackson. In other words, I shop local and Jackson first, local and greater Jackson sometimes, and chains within city limits if I need to. I think the key is for people to be ware that it matters and adjust accordingly. What makes me crazy is when people who live in Jackson register their cars in Rankin or Madison County and then call themselves "pro-Jackson." They want to use our infrastructure day and night, but not buy their car tags here. They're posers. It also makes me crazy when national and regional media chains come in, hire a local rep or "publisher" to sell ads to local businesses and then send much of the money somewhere else, or the design work, or such, and put out a publication that looks the same as ones in Birmingham or such. There is nothing local about that.
- Author
- DonnaLadd
- Date
- 2011-01-22T13:56:47-06:00
- ID
- 161771
- Comment
Independent, thanks for the positive words. Hopefully my track record, my columns, my actions have garnered me enough respect and credibility to give credence to the importance of this issue. I always welcome dialogue minus the snippy sarcasm or minus the cherrypicking or innuendo. We can't preach to the choir and expect chance. I'm approachable and this discourse should continue. I want to hear from folks who have different opinions on this issue Bottom line. I'm PROJXN..NOT anti anyone else. And yes, currently we're doing a poor job of convincing anyone in surburbia that helping Jackson is "helping" them. We need to get that "credibility" back you speak of. I'm not blindly suggesting a campaign as if we're perfect. But we have to educate and change mindsets. 90% of my money is spent in Jxn only in absolute necessity do I spend outside jxn. It has to be something I ABSOLUTELY can't get here. And that's rare. I don't pass judgement. I advocate common sense on any issue and anyone who wants a dialogue. Lets talk!
- Author
- Kamikaze
- Date
- 2011-01-22T14:36:24-06:00
- ID
- 161773
- Comment
Michele, I agree with you: Buying pet food in bulk is a hard one. And getting certain types of food locally. Any advice on that would be great. But it is a good example of making a decision to shop at a chain store within Jackson in order to keep more tax dollars here. And even among chain stores, some are better than others, depending on the kinds of candidates they give money to, how they treat workers, efforts to support local, etc. I made the decision to go to Kroger about once a month to stock up on items I can't get elsewhere locally at McDade's or Rainbow because they allow the Mississippi Independent Publishers Alliance to place large indoors racks there. As you'll recall, MPSA formed in response The Clarion-Ledger/Gannett Corp's effort to kick local publications out of spots unless we paid them. (Google TDN and Gannett for more info.) But my day/week in-out spots are McDades and Rainbow. If more people would simply provide a deliberateness to how we spend our money and where, the quality of life (and lasting jobs) of our entire city and thus metro and thus state would improve. We have the power. I also think it would be cool for residents to get together and figure out the best way to buy certain items in bulk, or get local stores to, in order to keep the money local. Not sure the best way to do that, but I bet local minds could figure it out.
- Author
- DonnaLadd
- Date
- 2011-01-23T14:30:48-06:00
- ID
- 161786
- Comment
I'm one of those outsiders and I love Jackson. I buy nearly all groceries and other essential items in Jackson. I try not to spend my money in the City of Madison. Ridgeland and Jackson are sisters and Ridgelanders are alright with Jackson, by and large. We Ridglanders can't stand the City of Madison either. Very good, column. I can't wait to Farish Street gets to jumping again.
- Author
- Walt
- Date
- 2011-01-24T18:55:05-06:00
- ID
- 161789
- Comment
Now I'm an active foodie, if some of you been to my Yelp page. Tenika and I, yes Ladd I put my wife before me - pretty much try to stay in Jackson, albeit its getting hard, but we do 95% of eating out in Jackson. With that being said, I have been to Ruth Chris when it first opened and I had a pretty good waiter. However, did not have too pleasent of an eating experience at P.F. Changs, Cock of the Walk, Applebee's of Madison, either Lenny's in Madison or Flowood, Cheddar's, Newk's in Brandon. I don't know what it is, but the service is slow and reluctant. Usually I judge a place by how your greeted when you walk in, how your table is approached, if the manager is making rounds, did they take the time to check your table as well, and last but not least - common courtesy, by simply saying thank you. I'm funny about that stuff because I waited tables and bartended during my college days and there are things you are taught or trained to do, to ensure excellent service. I just do not encounter exemplary service on a regular basis, when ever I dine or buy to-go in Madison and Rankin counties. If I'm giving a thumbs up to any restuarants outside of Jackson, that would be Saigon, Mama Hamil's, La Morena's, La Guadalupe and Omonia - that's it.
- Author
- Duan C.
- Date
- 2011-01-25T08:25:17-06:00
- ID
- 161799
- Comment
Michele, have you tried PetSmart on I-55? It's not exactly local, but it is in the city limits and they're competitively priced in my experience.
- Author
- Kevin Slark
- Date
- 2011-01-25T15:25:41-06:00