diff --git a/make-includes/build_content_rules.make b/make-includes/build_content_rules.make
index a8869ac..42c2533 100755
--- a/make-includes/build_content_rules.make
+++ b/make-includes/build_content_rules.make
@@ -36,6 +36,15 @@
 
 ################################################################################
 #
+# Given that we print out our own messages, I see no point in splurging
+# "Entering...leaving directory" messages all over the screen. It's hard
+# enough to figure out what's going on already :)
+#
+MAKEFLAGS=--no-print-directory
+
+
+################################################################################
+#
 # Path to the build directory. This must be passed in from the calling
 # environment. We don't default to the current directory because it makes
 # it more difficult to clean up.