{"id":9945,"date":"2026-04-26T01:04:33","date_gmt":"2026-04-26T01:04:33","guid":{"rendered":"https:\/\/blog.flipbuilder.com\/digital-catalog-vs-printed-catalog-a-real-cost-comparison-for-2026\/9945\/"},"modified":"2026-04-26T01:04:33","modified_gmt":"2026-04-26T01:04:33","slug":"digital-catalog-vs-printed-catalog-a-real-cost-comparison-for-2026","status":"publish","type":"post","link":"https:\/\/blog.flipbuilder.com\/fr\/digital-catalog-vs-printed-catalog-a-real-cost-comparison-for-2026\/9945\/","title":{"rendered":"Catalogue num\u00e9rique vs catalogue imprim\u00e9\u00a0: une v\u00e9ritable comparaison des co\u00fbts pour 2026"},"content":{"rendered":"<h2 class=\"wp-block-heading\" data-no-translation=\"\">Why Cost Comparison Matters More Than Ever<\/h2><p>Toute entreprise produisant des catalogues se trouve face au m\u00eame dilemme\u00a0: investir dans des supports imprim\u00e9s ou passer au num\u00e9rique. Avec la fluctuation du prix du papier et la dispersion de l\u2019attention des consommateurs sur diff\u00e9rents \u00e9crans, l\u2019\u00e9cart financier entre ces deux approches est loin d\u2019\u00eatre n\u00e9gligeable. Un mauvais choix peut entra\u00eener un gaspillage de budget, des opportunit\u00e9s manqu\u00e9es ou un stock obsol\u00e8te immobilis\u00e9 en entrep\u00f4t.<\/p><p>Ce guide d\u00e9taille les co\u00fbts r\u00e9els \u2013 directs et indirects \u2013 des catalogues num\u00e9riques par rapport aux catalogues imprim\u00e9s. Que vous soyez un petit commer\u00e7ant lan\u00e7ant sa premi\u00e8re gamme de produits ou un grossiste B2B renouvelant son catalogue chaque ann\u00e9e, cette analyse vous permettra d&#039;allouer votre budget marketing en toute confiance.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/featured-digital-vs-printed-catalog.jpg\" alt=\"Comparaison des co\u00fbts entre catalogue num\u00e9rique et catalogue imprim\u00e9\" width=\"2048\" height=\"1070\"\/><\/figure><h2 class=\"wp-block-heading\" data-no-translation=\"\">Understanding the True Cost of a Printed Catalog<\/h2><p>Les catalogues imprim\u00e9s s&#039;accompagnent d&#039;une longue liste de frais que de nombreuses entreprises sous-estiment jusqu&#039;\u00e0 r\u00e9ception de la facture.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">1. Design and Prepress Costs<\/h3><p>Avant m\u00eame qu&#039;une seule feuille de papier ne passe sous presse, votre catalogue doit \u00eatre con\u00e7u. La conception professionnelle d&#039;un catalogue co\u00fbte g\u00e9n\u00e9ralement entre [montant \u00e0 ins\u00e9rer]. <strong>$2 000 et $10 000<\/strong> Cela d\u00e9pend du nombre de pages, des exigences en mati\u00e8re d&#039;images et de l&#039;agence de design. Le travail de pr\u00e9presse (correction des couleurs, pr\u00e9paration des fichiers pr\u00eats pour l&#039;impression) ajoute un co\u00fbt suppl\u00e9mentaire. <strong>$300 \u00e0 $1500<\/strong>Si vous engagez un photographe pour des photos de produits, pr\u00e9voyez un budget suppl\u00e9mentaire. <strong>$500 \u00e0 $5\u00a0000 par jour<\/strong>.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">2. Printing and Paper Costs<\/h3><p>Les prix du papier ont \u00e9t\u00e9 volatils. D\u00e9but 2026, le prix moyen du papier couch\u00e9 pour textes \u00e9tait de <strong>$0,80 \u00e0 $1,50 par livre<\/strong>Un catalogue de 48 pages imprim\u00e9 sur papier couch\u00e9 100# \u00e0 5\u00a0000 exemplaires co\u00fbte g\u00e9n\u00e9ralement <strong>$3.50 \u00e0 $6.00 par unit\u00e9<\/strong>Doublez ce montant pour les papiers de qualit\u00e9 sup\u00e9rieure ou les quantit\u00e9s plus importantes.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/printing-press.jpg\" alt=\"Presse \u00e0 imprimer pour la production de catalogues\" width=\"1200\" height=\"800\"\/><\/figure><h3 class=\"wp-block-heading\" data-no-translation=\"\">3. Distribution and Shipping<\/h3><p>L&#039;envoi de catalogues, m\u00eame \u00e0 une liste de diffusion modeste, repr\u00e9sente un co\u00fbt logistique. L&#039;affranchissement en nombre d&#039;un catalogue de 48 pages (enveloppe standard #10) co\u00fbte environ <strong>$0,35 \u00e0 $0,55 par pi\u00e8ce<\/strong> aux \u00c9tats-Unis. Pour une liste de diffusion de 10\u00a0000 contacts, il faut compter\u00a0: <strong>$3,500 \u00e0 $5,500<\/strong> Frais de port uniquement, hors frais de traitement.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">4. Storage and Inventory Risk<\/h3><p>Les catalogues imprim\u00e9s constituent un stock. Toute mise \u00e0 jour de votre gamme de produits, modification des prix ou correction d&#039;une erreur entra\u00eene la mise au rebut de ces exemplaires. De nombreuses entreprises impriment syst\u00e9matiquement plus d&#039;exemplaires que n\u00e9cessaire pour \u00e9viter les ruptures de stock, ce qui g\u00e9n\u00e8re un exc\u00e9dent immobilisant des capitaux et finalement destin\u00e9 au recyclage.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/print-catalog.jpg\" alt=\"inventaire du catalogue imprim\u00e9\" width=\"1200\" height=\"800\"\/><\/figure><h2 class=\"wp-block-heading\" data-no-translation=\"\">The Real Cost of a Digital Catalog<\/h2><p>Les catalogues num\u00e9riques \u00e9liminent la plupart des d\u00e9penses mentionn\u00e9es ci-dessus, mais ils s&#039;accompagnent d&#039;une structure de co\u00fbts sp\u00e9cifique qui m\u00e9rite un examen honn\u00eate.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">1. Design Costs Are Similar\u2014But Not Identical<\/h3><p>Les co\u00fbts de conception initiaux d&#039;un catalogue num\u00e9rique sont comparables \u00e0 ceux d&#039;un catalogue imprim\u00e9, car il s&#039;agit de cr\u00e9er les m\u00eames images de produits, la m\u00eame mise en page et les m\u00eames textes. Cependant, les catalogues num\u00e9riques peuvent \u00eatre construits sur <strong>mod\u00e8les<\/strong>, r\u00e9duisant consid\u00e9rablement le temps de conception des versions suivantes. Un outil comme <a href=\"https:\/\/fliphtml5.com\/templates\/\" target=\"_blank\" rel=\"noopener\">FlipHTML5<\/a> propose des mod\u00e8les de catalogues pr\u00e9d\u00e9finis que votre \u00e9quipe peut personnaliser en quelques heures plut\u00f4t qu&#039;en quelques semaines.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">2. Hosting and Platform Fees<\/h3><p>La plupart des plateformes de catalogues num\u00e9riques facturent soit un abonnement mensuel ($19\u2013$99\/mois), soit des frais de licence uniques. Compar\u00e9 \u00e0 l&#039;impression de 5\u00a0000 catalogues \u00e0 $5,00 chacun (<strong>$25,000<\/strong>), m\u00eame un abonnement annuel premium de $999\/an repr\u00e9sente une \u00e9conomie consid\u00e9rable.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">3. Distribution Is Essentially Free<\/h3><p>Partager un catalogue num\u00e9rique ne co\u00fbte rien de plus que d&#039;envoyer un lien par e-mail, SMS, WhatsApp ou r\u00e9seaux sociaux. Vous pouvez l&#039;int\u00e9grer \u00e0 votre site web, le partager via des QR codes sur des supports physiques ou le diffuser aupr\u00e8s de vos \u00e9quipes commerciales par messagerie instantan\u00e9e. Le co\u00fbt marginal pour atteindre un client suppl\u00e9mentaire est de\u00a0: <strong>z\u00e9ro<\/strong>.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/digital-devices.jpg\" alt=\"Catalogue num\u00e9rique consult\u00e9 sur plusieurs appareils\" width=\"1200\" height=\"800\"\/><\/figure><h3 class=\"wp-block-heading\" data-no-translation=\"\">4. Updates Are Instant and Free<\/h3><p>Modifier un prix\u00a0? Mettre \u00e0 jour l\u2019image d\u2019un produit\u00a0? Corriger une faute de frappe\u00a0? Avec un catalogue num\u00e9rique, ces modifications sont rapides. <strong>minutes<\/strong> et c&#039;est gratuit. L&#039;ensemble de votre r\u00e9seau de distribution re\u00e7oit automatiquement la version mise \u00e0 jour. Inutile de r\u00e9imprimer, de reconditionner ou de r\u00e9exp\u00e9dier.<\/p><h2 class=\"wp-block-heading\" data-no-translation=\"\">Side-by-Side Cost Comparison<\/h2><p>Voici une comparaison concr\u00e8te pour une entreprise qui produit un catalogue de 40 pages pour une liste de 10\u00a0000 contacts\u00a0:<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/finance-charts.jpg\" alt=\"Tableau comparatif des co\u00fbts\" width=\"1200\" height=\"800\"\/><\/figure><table class=\"wp-block-table is-style-stripped\"><thead><tr><th>Cat\u00e9gorie de co\u00fbt<\/th><th>Catalogue imprim\u00e9<\/th><th>Catalogue num\u00e9rique<\/th><\/tr><\/thead><tbody><tr><td>Conception et pr\u00e9presse<\/td><td>$2 500\u2013$8 000<\/td><td>$1000\u2013$4000<\/td><\/tr><tr><td>Impression \/ Plateforme<\/td><td>$17 500\u2013$30 000<\/td><td>$0\u2013$999\/an<\/td><\/tr><tr><td>Papier<\/td><td>$3\u00a0000\u2013$7\u00a0500<\/td><td>$0<\/td><\/tr><tr><td>Affranchissement \/ distribution<\/td><td>$3,500\u2013$5,500<\/td><td>$0<\/td><\/tr><tr><td>Ex\u00e9cution du travail<\/td><td>$500\u2013$1500<\/td><td>$0<\/td><\/tr><tr><td>Stockage \/ Exc\u00e9dents<\/td><td>$500\u2013$2000<\/td><td>$0<\/td><\/tr><tr><td>Total annuel (Ann\u00e9e 1)<\/td><td><strong>$27\u00a0500\u2013$54\u00a0500<\/strong><\/td><td><strong>$1\u00a0000\u2013$5\u00a0000<\/strong><\/td><\/tr><\/tbody><\/table><p>D\u00e8s la premi\u00e8re ann\u00e9e, o\u00f9 les co\u00fbts du catalogue num\u00e9rique sont les plus \u00e9lev\u00e9s en raison du travail de conception initial, les \u00e9conomies sont substantielles. \u00c0 partir de la deuxi\u00e8me ann\u00e9e, lorsque les mises \u00e0 jour bas\u00e9es sur des mod\u00e8les remplacent les refontes compl\u00e8tes, l&#039;\u00e9cart de co\u00fbt se creuse encore davantage.<\/p><h2 class=\"wp-block-heading\" data-no-translation=\"\">Hidden Costs Both Approaches Overlook<\/h2><p>Au-del\u00e0 des postes budg\u00e9taires \u00e9vidents, les deux formats comportent des d\u00e9penses moins visibles qui ont un impact sur votre retour sur investissement.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">Environmental and Regulatory Costs (Printed)<\/h3><p>L&#039;impression consomme du papier, de l&#039;eau, de l&#039;\u00e9nergie et de l&#039;encre. Pour les entreprises ayant des engagements en mati\u00e8re de d\u00e9veloppement durable ou des obligations de reporting ESG, l&#039;impact environnemental des catalogues imprim\u00e9s est de plus en plus scrut\u00e9.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">Digital Fatigue and Engagement Costs (Digital)<\/h3><p>Un catalogue num\u00e9rique qui ressemble \u00e0 un PDF statique joint \u00e0 un courriel aura des performances d\u00e9cevantes. Les fonctionnalit\u00e9s interactives (zoom, vid\u00e9os int\u00e9gr\u00e9es, zones cliquables, liens directs vers le panier) n\u00e9cessitent un investissement pour susciter l&#039;engagement. <a href=\"https:\/\/fliphtml5.com\/features\/\" target=\"_blank\" rel=\"noopener\">plateforme de flipbook riche en fonctionnalit\u00e9s<\/a> r\u00e9sout ce probl\u00e8me.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/03\/digital-catalog-design-tips-higher-conversions.png\" alt=\"Conseils de conception de catalogue num\u00e9rique\" width=\"1200\" height=\"800\"\/><\/figure><h2 class=\"wp-block-heading\" data-no-translation=\"\">When Printed Catalogs Still Make Sense<\/h2><p>Malgr\u00e9 les avantages \u00e9conomiques du num\u00e9rique, les catalogues imprim\u00e9s restent le choix judicieux dans certains cas sp\u00e9cifiques\u00a0:<\/p><ul class=\"wp-block-list\"><li><strong>salons professionnels et \u00e9v\u00e9nements en pr\u00e9sentiel<\/strong> \u2014 Un catalogue magnifiquement imprim\u00e9 laisse toujours une impression tangible sur les stands des salons professionnels.<\/li><li><strong>Marques de luxe haut de gamme<\/strong> \u2014 Les papiers haut de gamme et les finitions sp\u00e9ciales communiquent une valeur de marque qu&#039;un \u00e9cran ne peut reproduire.<\/li><li><strong>March\u00e9s o\u00f9 l&#039;acc\u00e8s \u00e0 Internet est limit\u00e9<\/strong> \u2014 Si vos clients travaillent dans des r\u00e9gions o\u00f9 la connectivit\u00e9 est instable, un catalogue imprim\u00e9 garantit que vos produits sont toujours visibles.<\/li><li><strong>Exigences r\u00e9glementaires ou d&#039;archivage<\/strong> \u2014 Certains secteurs exigent une documentation physique.<\/li><\/ul><h2 class=\"wp-block-heading\" data-no-translation=\"\">When Digital Catalogs Win Every Time<\/h2><p>Pour la plupart des entreprises modernes, les catalogues num\u00e9riques constituent le choix le plus rentable, notamment pour\u00a0:<\/p><ul class=\"wp-block-list\"><li><strong>Mises \u00e0 jour fr\u00e9quentes du produit<\/strong> \u2014 Si votre catalogue change tous les trimestres ou plus souvent, les mises \u00e0 jour num\u00e9riques sont nettement moins ch\u00e8res que les r\u00e9impressions.<\/li><li><strong>Listes de diffusion importantes et en expansion<\/strong> \u2014 La distribution num\u00e9rique s&#039;adapte \u00e0 l&#039;infini sans co\u00fbt marginal.<\/li><li><strong>Optimisation bas\u00e9e sur les donn\u00e9es<\/strong> \u2014 Les catalogues num\u00e9riques permettent de suivre les produits avec lesquels les clients interagissent le plus, ce qui permet <a href=\"https:\/\/blog.flipbuilder.com\/fr\/digital-catalog-design-tips-higher-conversions\/\" target=\"_blank\" rel=\"noopener\">am\u00e9liorations de la conception du catalogue bas\u00e9es sur les donn\u00e9es<\/a>.<\/li><li><strong>Rapidit\u00e9 de mise sur le march\u00e9<\/strong> \u2014 Lancer un catalogue num\u00e9rique en moins de 24 heures est possible avec la bonne plateforme.<\/li><li><strong>strat\u00e9gie omnicanale<\/strong> \u2014 Les catalogues num\u00e9riques s&#039;int\u00e8grent parfaitement aux campagnes par courriel, aux m\u00e9dias sociaux, aux codes QR et au chat en direct.<\/li><\/ul><h2 class=\"wp-block-heading\" data-no-translation=\"\">How to Create a Digital Catalog That Actually Converts<\/h2><p>Le passage au num\u00e9rique n&#039;est rentable que si votre catalogue num\u00e9rique est con\u00e7u pour susciter l&#039;engagement. Voici les principes cl\u00e9s\u00a0:<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">Design for Screen First<\/h3><p>Une erreur fr\u00e9quente consiste \u00e0 r\u00e9utiliser directement la mise en page des catalogues imprim\u00e9s pour le num\u00e9rique. Il faut plut\u00f4t concevoir en fonction de la fa\u00e7on dont les utilisateurs consomment le contenu num\u00e9rique\u00a0: une police plus grande, des images plus percutantes, des listes \u00e0 puces faciles \u00e0 parcourir et une hi\u00e9rarchie visuelle claire. Des outils comme <a href=\"https:\/\/fliphtml5.com\/\" target=\"_blank\" rel=\"noopener\">FlipHTML5<\/a> Facilitez la prise en main gr\u00e2ce \u00e0 des mod\u00e8les con\u00e7us sp\u00e9cifiquement pour les catalogues num\u00e9riques.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">Add Interactive Elements<\/h3><p>Cr\u00e9ez des liens vers vos pages produits, int\u00e9grez des vid\u00e9os explicatives et ajoutez des boutons d&#039;appel \u00e0 l&#039;action cliquables. Catalogues interactifs <a href=\"https:\/\/blog.flipbuilder.com\/fr\/how-to-embed-digital-catalog-on-website\/\" target=\"_blank\" rel=\"noopener\">g\u00e9n\u00e9rer un engagement plus \u00e9lev\u00e9 que les PDF statiques<\/a>.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">Optimize for Every Device<\/h3><p>Vos clients pourront consulter votre catalogue num\u00e9rique sur ordinateurs, tablettes et smartphones. Les plateformes de flipbook adaptatives garantissent un affichage impeccable de votre catalogue sur tous les \u00e9crans.<\/p><h3 class=\"wp-block-heading\" data-no-translation=\"\">Track and Iterate<\/h3><p>Utilisez les outils d&#039;analyse int\u00e9gr\u00e9s pour comprendre quelles pages sont les plus consult\u00e9es, o\u00f9 les clients abandonnent leur panier et quels produits g\u00e9n\u00e8rent le plus de clics.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/business-strategy.png\" alt=\"strat\u00e9gie commerciale de catalogue num\u00e9rique\" width=\"1200\" height=\"800\"\/><\/figure><h2 class=\"wp-block-heading\" data-no-translation=\"\">The Bottom Line<\/h2><p>Pour la plupart des entreprises, notamment celles qui disposent de listes de diffusion de plus de 1\u00a0000 contacts, de mises \u00e0 jour fr\u00e9quentes de leurs produits ou d&#039;une pr\u00e9sence en ligne, les catalogues num\u00e9riques offrent un rapport qualit\u00e9-prix bien sup\u00e9rieur. L&#039;investissement initial dans la refonte du processus de cr\u00e9ation de catalogues est amorti d\u00e8s la premi\u00e8re \u00e9dition, compar\u00e9 aux co\u00fbts d&#039;impression.<\/p><p>Cela dit, les catalogues imprim\u00e9s restent un outil pertinent dans certains contextes. L&#039;essentiel est d&#039;\u00e9valuer chaque projet de catalogue selon ses propres m\u00e9rites\u00a0: quel est le public cible\u00a0? \u00c0 quelle fr\u00e9quence \u00e9volue-t-il\u00a0? Quel est le mode de distribution\u00a0? Les r\u00e9ponses vous orienteront vers le format le plus adapt\u00e9.<\/p><p>Si vous \u00eates pr\u00eat \u00e0 franchir le pas, commencez par une seule cat\u00e9gorie de produits ou une seule campagne. Mettez en place votre flux de travail pour le catalogue num\u00e9rique, mesurez l&#039;engagement et d\u00e9veloppez votre strat\u00e9gie \u00e0 partir de l\u00e0. Votre directeur financier constatera l&#039;impact positif sur votre budget marketing, et votre \u00e9quipe commerciale appr\u00e9ciera de pouvoir envoyer \u00e0 chaque prospect, via un lien unique, un contenu visuellement attrayant.<\/p><p><strong>Pr\u00eat \u00e0 cr\u00e9er votre premier catalogue num\u00e9rique ?<\/strong> <a href=\"https:\/\/fliphtml5.com\/?utm_source=blog&#038;utm_medium=cta&#038;utm_campaign=digital-catalog-cost-2026\" target=\"_blank\" rel=\"noopener\">Explorez le cr\u00e9ateur de catalogues FlipHTML5<\/a> et obtenir un flipbook partageable en moins d&#039;une heure.<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.flipbuilder.com\/wp-content\/uploads\/2026\/04\/cost-analysis.jpg\" alt=\"Analyse des co\u00fbts des catalogues num\u00e9riques et imprim\u00e9s\" width=\"1200\" height=\"800\"\/><\/figure>","protected":false},"excerpt":{"rendered":"<p>Why Cost Comparison Matters More Than Ever Every business that produces catalogs faces the same crossroads: invest in printed materials or go digital. With paper costs fluctuating and consumer attention fragmented across screens, the financial difference between these two approaches is no longer minor. Making the wrong choice can mean wasted budget, missed leads, or [&hellip;]<\/p>","protected":false},"author":15,"featured_media":9938,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[324,1],"tags":[],"class_list":["post-9945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-catalogue","category-digital-publishing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Catalog vs Printed Catalog: A Real Cost Comparison for 2026 - FlipBuilder Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.flipbuilder.com\/fr\/digital-catalog-vs-printed-catalog-a-real-cost-comparison-for-2026\/9945\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Catalog vs Printed Catalog: A Real Cost Comparison for 2026 - FlipBuilder Blog\" \/>\n<meta property=\"og:description\" content=\"Why Cost Comparison Matters More Than Ever Every business that produces catalogs faces the same crossroads: invest in printed materials or go digital. With paper costs fluctuating and consumer attention fragmented across screens, the financial difference between these two approaches is no longer minor. 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