It's not just the NZ Herald imo. I've noticed this with a couple...

It's not just the NZ Herald imo. I've noticed this with a couple of other stocks I've held.  Note the subliminal message conveyed in the photo of JH for NAB featured story. Mainstream media know this is most powerful.  This is a zeitgeist stock that attracts a lot of retail holders. In the future I think we should expect further down ramping in our media. 

I think they'll have a difficult job because we have quality products and genius marketing. This company knows the power of understatement and subtext.  JH talks about the benefits of 'real milk'. The mind fills in the blanks:  Real milk as opposed to...And this is no marketing fluff if you use and work with their product. Our milk lacks the chemical taste of other non organic milks. I  make my own yogurt and it's the only milk I found apart from  Macro organic (not sure if it's still around) that turns out thick and creamy yogurt, and the milk really does need to be kept in the fridge, just like the milk I remember as a child.

Jayne has said that the milk underpins the IF business. This is the key to establishing authenticity and what makes it really difficult for competitors to come in with higher margin products.

I've listened to JH in interviews and find her seriously smart. She knows the way parents think.  She says we welcome competitors but I love how she puts the boot in simply by stating what A2MC is not.  I think JH is the perfect CEO to take the company to the next level.