Forget what Charlie Papazian says. Store it in the FREEZER (its freeze dried anyway) and pitch it in warm (90 to 95F) wort. Watch it rehydrate and after it starts expanding and going up and down in the carboy, shake it up real good. Remove the stopper and let some air in, and shake it up again. Yeast needs oxygen in the initial stages. It you have a wort aerator, even better. You'll get faster starts if you pitch warmer than the AHA recommends. I hear that Windsor and Nottingham are fair ale yeasts, but haven't tried them. BTW, I've been home brewing since 1974.