function subscribeNowUltra(readerHref,readerString) {
	eFURL = readerHref;

	//retrieve saveChoice value
	var saved = document.getElementById("savechoice");
	
	//strip current URL; replace with {feed} for posterity
	var reURL = /(.+)http.+$/

	if (reURL.test(readerHref)) {
		eFURL = eFURL.replace(reURL,'$1{feed}')
	}


	//if checked, write that subscribe URL as a cookie
	if (saved.value == "standard") {
		//store cookieReaderHref, replacing any existing value		
		//store reader string, too
		createCookie("fb_cookieReaderHref",eFURL,1000);
		createCookie("fb_readerString",readerString,1000);
	} else if (saved.value == "podcast") {
		//stored for podcast
		createCookie("fb_podcast_cookieReaderHref",eFURL,1000);
		createCookie("fb_podcast_readerString",readerString,1000);
	}
	
	//send location.href off to that loc'n	
	return readerHref;


}