Question-and-Answer Session
Operator
Thank you. [Operator instruction].
Your first question comes from Jonathan Allen of RBC Capital Markets. Please go ahead.
Jonathan Allen - RBC Capital Markets
Thanks very much. First, I've got one clarification question. Bill, as far as the stock options, you mentioned in that, just pull the table on page six, that $1 a share appreciation in Rogers stock prices, $16 million. So if your stock price at the end of June was $45, then at the end of each quarter we just sort of make that adjustment and add that to the recurring corporate expenses, I suppose?
William W. Linton - Senior Vice President, Chief Financial Officer
There's a couple of things, Jonathan. First of all, you've got to take the change in the stock price. Secondly, there is a change in the vesting. So as options vest, the expense increases. And you have got to remember that we also have outstanding, a lesser number of RSUs and DSUs that have always been marked to market. So that will impact the calculation as well. But we can? we've tried to break those out a little bit on that table on page six, but we can certainly go through that with you and help you out with it.
Jonathan Allen - RBC Capital Markets
I'm sure you will be getting a few calls after this for clarification. Real question for perhaps, Edward or Nadir or whoever. Looking at the cable business, I guess the subscriber growth was pretty good this quarter, and not too much of a shortfall relative to consensus. But still looking at the EBITDA margin continuing to decline year-over-year, and I think you are doing about 36%, 37% EBITDA margins, still a fair bit below where your peers are Cogeco, Vidéotron, and Shaw all up in the low to mid 40s. I am kind of wondering where can Rogers cable margins actually get to perhaps in the long run and what is it going to take to be able to get from that 36% where we are now to something in the low 40s?
Edward Rogers - Senior Vice President, Communications Group
Well, I'll start, I will take that. I think? thanks for the question. When we look at, first the EBITDA for cable, we're on track to achieve our guidance that we put out for 2007. you know when I look at the, I mean all I can do is go through some variables that we see as things that should help us in the future in our business and where that nets out to is tough to track, where we will be on a comparable business because you never know where all the companies go. But obviously we are still pushing hard to grow our business. We were, as I say on track on our customer in terms of the net adds by product. But we would probably like to do a bit better, we are pushing RHP awfully hard both in terms of acquiring new customers and moving the current customers from circuit over to cable.
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