the straits times - singapore press holdings media kit 2013.pdfclassified section ... o a free...
TRANSCRIPT
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MEDIA KIT 2013 THE STRAITS TIMES
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CONT
ENTS
o About The Straits Times
o ST Magazines & Supplements
o Facts & Figures: Readers Profile
o Benefits to Advertisers
o Creative Options
o Advertising Rates
o Appendix
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ABOUT... THE STRAITS TIMES
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OVERVIEW o Being a newspaper of choice for 167
years, The Straits Times is the English national flagship newspaper in Singapore.
o It is the most-read newspaper title in Singapore - 1.25m readers in 2012 with a P15+ reach of 31% of the 4.04m population.
o It is also the highest circulated newspaper in Singapore. Readership (MI 2012) Circulation
(All people aged 15+) (Avg 2012)
1.251m 337,479
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Overview o ST has been serving Singapore since 1845. It is a national newspaper with a trusted source of news and views on things that matter to its readers, whenever and however they want to read it – in print, online, or on tablets or mobile devices.
o It has a 167-year commitment to deliver reliable news and credible views on developments in Singapore, and around the world.
o ST showcases original content from its team of brand- name writers, in Singapore, as well as in its network of bureaus around the world.
o It has an extensive coverage of world news, Asia and Southeast Asia news, home news, sports news, financial news and lifestyle updates.
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Overview o ST undergo a revamp on 18 May 2012 on its print version. It now has a new, more contemporary-looking masthead, to reflect the paper's ethos – deeply rooted, but modern and forward-looking.
o It also has a refreshed the look on Page 1 and the front pages pack in more of the latest news and what it means to readers. It introduced a new page called ‘The News in 5 Minutes’ to summarise the top stories so readers can get a quick wrap-up at the start of the day. It also devotes more space for commentaries in its ‘Opinion’ pages, as well as for letters in the ‘Forum’ pages.
o It has several ‘Top of the News’ pages of the most significant news of the day and focuses on the very best stories that matter to readers, giving them the news and interpreting how this will affect them.
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Positioning o The Straits Times’ central theme is “A Part of My Life”.
o With digital content included in the mix, ST is positioned as the brand that builds rapport with readers from all walks of life, with different lifestyles, habits and needs, over different media platforms by being a part of their everyday life.
o Strength of ST – It’s a “trusted source of information".
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Weekdays - 3 sections:
– Sect. A: Top of the News, World, Asia, Opinion, Forum
– Sect.B:Home,Money, Sports
– Sect. C: Life! Classified section Recruit section Weekly magazines
• Digital Life (Wed) • Mind Your Body (Thurs) • Urban (Fri)
Saturdays - 5 sections: • Sect. A: Top of the News,
World, Asia, Opinion, Forum
• Sect. B: Home
• Sect. C: Money,Sports
• Sect. D: Saturday Special Report
• Sect. E: Life!
Student magazines • IN magazine (Monday)
• LITTLE red dot (Tuesday)
Sections
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Daily Focus in Life!/Lifestyle Monday People - loads of celebrity news, profiles and eye candy from Hong Kong, Taiwan, Japan, China, Korea, Hollywood & Bollywood. Review – reviews of the previous weekend’s events, eg. concerts, etc
Tuesday Arts – news, previews & reviews of arts events Travel-reader-friendly news, views and guides on travel (supplement) Wednesday Movies - our reporters meet the stars and tell you what to catch at the cinemas.
Weekly Editorial Features
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Daily Focus in Life!/Lifestyle Thursday Music - from CD reviews to music charts to interviews.
Friday Weekend – picks on the best
places to go, movies to watch and things to do this weekend
Happenings – info on coming gigs, sports events, talks, classes, food, festivals, arts, films, contests, tours.
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Daily Focus in Life!/Lifestyle Saturday Motoring - our motoring team test-drives the latest models. Home & Garden - showcases the
gardens & interior decor of Singapore homes.
Sunday Sundaylife! - something for
everyone with stories on lifestyle happenings, health, fashion, food, entertainment and columns through its popular Live, Connect, Go, Reflect, Relax, Read and Taste pages.
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THE STRAITS TIMES MAGAZINES & SUPPLEMENTS
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Magazines & Supplements Three weekly specialty
magazines - Digital Life (Wednesday), Mind Your Body (Thursday) and Urban (Friday), complement the main paper and provide value add to its readers and advertisers.
For the younger readers, there are 2 educational supplements – IN for secondary school students on Mondays and Little Red Dot for upper primary students on Tuesdays.
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ST’S Digital and Online Entities o ST’s online version, www.straitstimes.com.sg,
won the Gold medal for “Best in Online Media for a Newspaper Website” at the Asian Digital Media Awards 2012. ST Breaking News will deliver all-day news updates and blogs by ST journalists through ST Digital, a paid site. An online classifieds website can also be found at www.st701.com.
o An interactive portal STOMP (Straits Times Online Mobile Print) connects & engages readers via the Internet (www.stomp.com.sg) and mobile phone.
o A free interactive Web TV service, ST RazorTV offers the latest news, video-on-demand and lifestyle programmes at www.razortv.com.
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ST’S Digital and Online Entities o The ST App features the Print Edition and the latest News, Stocks, Weather and Photos. The app is designed for iPhone, Android hp & iPad.
o The ST apps both provide interactive access to ST's comprehensive news coverage – including commentaries, analyses and videos from its multimedia news portal RazorTV – on the go.
o Users can access a 7-day archive of past editions, while a breaking-news feature provides real-time news updates. o ST.com launched a free email news service in Oct 12 to alert readers on the top stories daily, which they can read on smartphones, PCs or tablets.
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ST’S Other Media Platforms o ST also be reach out to engage readers online through various social media channels, including our Facebook page and Twitter feed, as well as through e-mail.
o It also bring news and views on air through SPH’s radio station, 91.3 FM.
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READERS PROFILE FACTS & FIGURES...
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Overview of Its Readers • The Straits Times’ readers are affluent, well-educated and
sophisticated consumers leading active lifestyles. – 46% of ST readers are PMEBs with high spending power. – High median personal income of $3,630 (versus the National
median of $2,440. Their median household income is $7,222, (versus the National median of $4,820).
– More than half (59%) of them have tertiary education.
• ST readers are loyal and entrenched with the newspaper title. – ST readers are spending more time reading the newspaper, with
42% reading 30-59 mins each time and a median reading time of 44 mins.
– 86% of ST readers read 5-6 issues per week.
Base: ST readers - P15+ (1.251m) Source: Nielsen Media Index 2012
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8.0
16.6
20.6 20.7
34.1
5.0
14.1
23.3 24.5
33.2
15-19 20-29 30-39 40-49 50+
National ST
Median Age: ST: 43 Natl Popn. : 42
ST has more of the economically active 30-49 age group (48%) and less of the 50+ age group (33%) than the National population.
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
AGE
(%)
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35.5
13.4
7.9 2.1
25.2
19.1
14.8
4.8
Up to $3k $3,001 to $5k $5,001 to $10k $10k+
National ST
The affluence of ST readers is reflected by their higher PI compared to the National population for PI $3k and above (39%) and lesser of the lower income group ($3k & below, 25%).
PERS
ONAL
INCO
ME (%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
Median PI ST : $3,630 Natl Popn. : $2,440
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26.7 23.8
31.5
18.1
12.9 17.1
37.1 32.9
Up to $3k $3,001 to $5k $5,001 to $10k $10k+
National ST
Median HHI ST : $7,222 Natl Popn. : $4,820
Most ST readers (70%) also have higher household incomes above $5k, compared to the National population.
HOUS
EHOL
D IN
COME
(%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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8.6
10.7
24.8
55.9
18.3
17.7
30.4
33.6
Landed
Condo/Pte Apt
HDB 5 Rm/Exec
HDB 1-4 Rm
ST Readers National
DWEL
LING T
YPE
More ST readers (66%) live in private property & HDB 5 Rm/Exec compared to the National population (44%). Only a third live in HDB 1-4 rm.
(%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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EDUC
ATIO
N ST readers are well educated. 59% have tertiary education, way above the National Population’s 39%.
(%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
39.3
5.9
23.1
59.4
7.4
23.5
Tertiary (Degree/Diploma)
GCE 'A' Level
GCE 'O'/'N' Level
ST Readers National
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28.2
14.9 18.6
16.7
11.1
45.7
16.3
6.6
12.1 8.1
PMEB White Collar Blue Collar Housewife Student
National ST
ST has a larger group of well-educated and affluent PMEB (46%) readers compared to the National population (28%), an indication of growing affluence amongst its readers.
OCCU
PATIO
N
(%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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3.0
18.3
23.5
87.0
93.8
5.4
31.9
38.9
92.4
97.3
Country Club Membership
Car
2+ Credit Cards
Home
Mobile Phone
ST Readers National
Base: All people aged 15+ (National: 3.941 m, ST: 1.346m) Source: Nielsen Media Index 2011
PROD
UCTS
/SER
VICE
S (P
ERSO
NAL O
WNE
RSHI
P)
ST readers have high financial status, enjoying the amenities of modern living and the means to spend.
(%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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ST readers are users of many financial products and services
(%)
6.5
9.0
13.1
21.1
57.4
11.9
15.2
18.0
24.5
73.2
Unit Trust
Shares/ Stocks/Bonds
Fixed Deposit Account
Debit Card
Life Insurance Policy
ST ReadersNational
1.1
1.7
5.2
8.7
9.8
20.3
0.6
1.8
8.9
13.9
17.5
30.4
Study Loan
HDB-Bridging Loan
Pesonal Line of Credit
Home Loan
Car Loan
Loan Products (Any)
ST ReadersNational
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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0.4 9.3
65.5
16.1
0.4 11.0
72.7
11.8
Less than 6 mths 6 mths to <1.5 yr 1.5 yrs to 3 yrs 3 yrs and above
National ST
Most ST readers change their hp’s every 1.5 to 3 years. FR
EQUE
NCY O
F CHA
NGIN
G MO
BILE
PHO
NES
(%)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
ST Personal Ownership Mobile phones: 97% 3G phones: 61% Smart/PDA phones: 64%
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ST readers change their hp’s frequently, upgrading to the latest models whenever their current plan expire. When buying hp’s, they look for good prices, brand reputation and high product quality .
13
(%)
18.3
22.3
31.0
13.0
28.3
33.4
Replace spoilt/mis-placed phone
Current plan expired - new phone & plan
Upgrade/change phone (new model)
ST Readers National
10.6
11.8
23.4
12.3
15.0
21.3
High product Quality
Highly Reputable
Price
ST Readers National
Reasons for last Mobile Phone Purchase
Mobile Phone - Most Important factor
Purchase Pattern For Mobile Phones
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) . Source: Nielsen Media Index 2012
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Inte
rnet
Usag
e (A
vera
ge Ti
me S
pend
Per D
ay)
12.4
30.4
16.4
4.9
8.4
16.6
37.2
19.0
6.5
9.8
0-<1 hr
1-<3 hrs
3-<5 hrs
5-<7 hrs
7+ hrs
ST Readers National
(%)
73% of ST readers surf the net daily, up to 5 hrs each day. Most does it at home or at work. Many used it to buy travel services, clothing & entertainment tickets.
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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29.3
42.7
35.3
49.1
43.9
61.7
36.6
45.1
48.6
55.4
58.4
83.1
Access News/Current Affairs
Watch movie/TV/video
Gather product/service info
Participate in social networking portals
General surfing
ST Readers National
ST readers are active internet users, mostly for emails, web surfing, social networking & finding information.
(%)
Inte
rnet
Feat
ure U
sed
Last
Wee
k
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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6.8
9.6
24.9
48.1
11.7
16.1
33.7
58.1
Business Trips (2+)
Business Trips (Any)
Pleasure Trips (2+)
Pleasure Trips (Any)
ST Readers National
(%)
ST readers are frequent travelers, for business and pleasure. 62% of them travelled by air in the past year.
Trav
el In
tere
st (N
o. Of
Tr
ips I
n Pas
t Yea
r)
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
Top 3 destinations Pleasure: Malaysia, HK & China Business: China, Malaysia & Indonesia
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AV Pr
oduc
ts –
Hous
ehol
d Own
ersh
ip
79.8
69.8
48.0
28.8 21.8 22.4
87.0 83.4
62.0
36.5 30.7 28.2
DVD Player Digital Camera High Definition TV
Home Entertainment
System
Digital Video Camera
Home Video Game Machine
National ST
(%)
ST readers are avid consumers of the latest audio/video products in their homes.
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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95.5
64.1
52.9 44.6
35.3 34.5 25.9
96.7
68.6 63.6
55.2 45.8
39.9 31.2
Supermarket Fast Food Rest.
Department Store
Cafe/ Sandwich Bar
Chinese Rest. Fashion Boutique
Furniture/ Electrical
Store
National ST
(%)
Lifes
tyle
(Visi
ted P
ast M
onth
) ST readers lead active lifestyles – dining, shopping and looking good.
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
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ADVERTISERS BENEFITS TO
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o The Straits Times is 160 years old, steeped in history, experience, authority and respect. It is a paper of record, a Singaporean icon.
o ST offers a very comprehensive choice of news, views and informed analysis. It emphasises editorial credibility and independence, qualities that have enhanced its viability and acceptance all these years.
o Having the highest readership and circulation in Singapore, together with a quality reader profile, The Straits Times is an ideal media platform for marketing and advertising professionals.
o ST has a consistent base of subscribers/buyers that ensures its s stable readership over the years. Advertisers know whom they are reaching each time they advertise.
Benefits to Advertisers
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o With a mass reach to a large segment of the population, ST will provide a coverage of the target consumers of advertisers in a more cost efficient way. Advertisers pay less to reach out to more of their target audience.
o For the advertising dollar spent, advertisers can get better mileage out of creative advertising in ST, with ads that last the whole day and longer.
o Compared to TV, quality press ads in ST can be produced at lower costs, with shorter lead time and with more flexibility for amendments in later campaigns.
o Lower production cost means more budget can be spent as media cost for more effective results!
o Besides Display ads in print, there are also opportunities for Classified, Recruitment and Notices Advertising in print as well as online display & classified advertising.
Benefits to Advertisers
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OPTIONS CREATIVE
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Wrap-around Ad Belly Band
Creative Options
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Diagonal Rectangles
Top/Bottom Strip Odd Shape
Creative Options
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Across Gutter
Watermark Ad
Creative Options
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T - Ad Island Ad
Creative Options
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RATES ADVERTISING
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Advertising Rates
2012 (Mon-Wed) (Thu-Fri) (Sat)Readership ('000) 1,251 1,251 1,251Circulation ('000) 334 326 381Cover Price (¢) 90 90 $1Base Rate ($) $41.50 $44.50 $45.00
CPM (¢)Readership 3.3 3.6 3.6Circulation 12.4 13.7 11.8
ST
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2012 (Mon-Wed) (Thu-Fri) (Sat) 2012 (Mon-Wed) (Thu-Fri) (Sat)Base Rate ($) 41.5 44.5 45 Base Rate ($) 41.5 44.5 45Full Colour Ad ($) Black & White Ad ($)
Full Page 27,828 29,124 29,340 Full Page 17928 19224 19440Junior Page 19,113 19,779 19,890 Junior Page 9213 9879 99901/2 page 18,864 19,512 19,620 1/2 page 8964 9612 97201/4 page 14,382 14,706 14,760 1/4 page 4482 4806 48601-Spot Colour Ad Sizes (cm x col)
Full Page 21,728 23,024 23,240 Full Page 54x8 54x8 54x8Junior Page 13,013 13,679 13,790 Junior Page 37x6 37x6 37x61/2 page 12,764 13,412 13,520 1/2 page 27x8 27x8 27x81/4 page 8,282 8,606 8,660 1/4 page 27x4 27x4 27x4
STST
Advertising Rates
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APPENDIX
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Demographic Profile 2012 % (‘000) % (‘000)
National population ST Readers
Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed
Total 4035 100 1251 100 Age
Age 15-19 323 8.0 62 5.0 Age 20-29 670 16.6 176 14.1 Age 30-39 831 20.6 291 23.3 Age 40-49 836 20.7 307 24.5 Age 50+ 1375 34.1 415 33.2 Median Age 42 43
Education* GCE 'O'/'N' Level 933 23.1 294 23.5 GCE 'A' Level 237 5.9 93 7.4 Tertiary (Degree/Diploma) 1586 39.3 743 59.4
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Demographic Profile 2012 % (‘000) % (‘000)
National population ST Readers
Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed
OccupationPMEB 1137 28.2 572 45.7White Collar 603 14.9 204 16.3Others 2295 56.9 475 38.0
Personal Income*PI (Up to $3k) 1431 35.5 315 25.2PI ($3,0001 to $5,000) 540 13.4 239 19.1PI ($5,0001 to $10,000) 317 7.9 185 14.8PI ($10,000+) 86 2.1 60 4.8Median PI $2,440 $3,630
Household IncomeHHI (Up to $3,000) 1076 26.7 161 12.9HHI ($3,001 to $5,000) 960 23.8 214 17.1HHI ($5,001 to $10,000) 1269 31.5 464 37.1HHI ($10,000+) 729 18.1 412 32.9Median HHI $4,820 $7,222
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Demographic Profile
2012 % (‘000)
%
(‘000)
National population ST Readers
Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed
Total 4035 100 1251 100Dwelling Type*
Landed Property 348 8.6 229 18.3Condo/Pte Apartment 430 10.7 221 17.7HDB 4-room+/Executive/HUDC 2445 60.6 682 54.5Median Reading Time 44 mins
No. Of Issues Read per WeekST (5-6 Issues] 1121 27.8 1077 86.1ST (1-4 issues) 611 15.1 174 13.9
%
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ST Readers
Psychographic Profile PROFILE TYPES
Source: Nielson Media Index 2012 Base: All people aged 15+
National population
Total ('000) 4035 1251Financial plan for retirement 85% 89%Select familiar brands 75% 77%Do lot of things with family 70% 77%Pay more for quality gds 60% 74%Look for value for money 71% 72%Ads main way to learn new prods 65% 71%Excercising is an important part of my life 61% 70%Look out for promo ads 50% 51%Wear attractive clothing 51% 52%Seen as succesful & achieved in life 39% 52%Designer label improves image 31% 35%Have more trust in advertised products 29% 30%Love to buy new gadgets/ appliances 27% 31%Pay more for luxury brand 23% 30%
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THANK YOU