So if you are the region's oldest magazine dealing with communication and the media and you need to advertise yourself, what do you do? I go back to the Lumiere Freres film "l'arroseur arrosé" (the waterer watered), whereby ArabAd eventually advertised itself. Of course I am by no means an innocent bystander, my own history with ArabAd goes back to the year 2000 but again "Communication" does bind us in much more ways than one. I am currently on the helm of Communicate, but oddly, I never saw the two titles in competition because both, and each in its different way, is here for the betterment of the industry at large.