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Yellow Pages Ads - Buying Secrets


Yellow Pages Ads - Buying Secrets

OK- let's agree that many businesses can benefit greatly from Yellow Pages advertising. Let's also agree that few businesses enjoy paying for this "necessary evil". So how do you decide if it is right for you, what books to use, how much to spend and how to build a successful program? It's really easy if you understand some basic concepts.

Do you need yellow pages ads?

How important is the telephone as a "door to your business"? Does a large percentage of your customer base call you before they buy? Is your business one that gets customers that are area newcomers (I don't know anyone), emergency buyers (I need someone now!), dissatisfied customers (I want a new supplier), infrequent buyers (I don't know now who can do this) or comparison shoppers (I want to check with everyone)? If so, then yellow pages are probably a good idea for your business. Do not ignore Internet yellow pages that may serve you better than, or support, a print ad. Both reach customers when they are ready to buy.

White Pages Listings

White Pages Listings are valuable for companies due to their convenience for people that know your company name and have decided to call only you. Finding you by name keeps your customers out of the yellow pages where they may be tempted by the ads of your competitors. Most directories offer white pages bold listings and sometimes even small in-column ads. If you're in business then you need white page listings - period.

Which book is best?

Determine the key criteria Possession, Preference and Usage. Every rep will have great statistics to show. However the local phone company is usually regulated by a State agency and is held to strict accuracy on claims. Additionally the YPA (Yellow Pages Association) is the industry association that provides validation on much of the industry facts and figures. Local market facts ad relevance so be certain to consider this over "industry figures". The local phone company book is almost always the best Value Purchase. Secondary books can be of benefit but your cost per customer may be much higher than the primary book. Consider the following: Book "A" ad costs $100 and Book "B" ad costs $50. Book "A" has 80% Possession, Preference and Usage AND Book "B" has 20% Possession, Preference and Usage. Book "A" could deliver 8 of 10 shoppers and Book "B" could deliver 2 of 10. So Book "A" customers cost you $12.50 each while Book "B" customers cost you $25.00 each. Thus the value is in the "more expensive" ad space. It's really about return on investment. Buy smart. And again, the Internet yellow pages are a distinct advantage that the phone companies have to offer.

How much do I spend?

In short, no more than you have to. Don't get caught up in being under every heading or buying a bigger ad every year. Look at your chosen directory, your headings and decide what it takes to be competitive enough to generate the amount of business that you need. If everyone has an in-column space listing then a small display ad is quite dominant. If you are a small business and a full page delivers more than you can handle then it is a waste of money. Inversely, if you buy an ad size that is too small then your call counts could be horrible. I refer to people with these ads as making a donation to the publisher. In every heading the people with the most prominent ads "love yellow pages" and those with tiny ads or only listings always complain, "I don't get any calls from the yellow pages". Have your rep explain in detail how their company prices ads. The large publishers typically have a set rate for each item and a formal marketing plan with discounts. Many of the independent books place you in the position of needing to be a master negotiator in order to get the same deal as the customer on their last sales call. If a rep can't clearly explain their pricing plan then be very cautious - they are probably misleading you and undoubtedly you will catch them bobbing and weaving as they try to explain how they arrived at their numbers. Hopefully you will have the same rep in subsequent years and trust will be established. Annual increases to your ad program may happen - publishing and distribution costs do increase. Although increases may be valid you may be able to minimize cost increases by understanding the pricing plan. Don't be afraid to ask questions and make absolutely positive that you understand what ad items that you are buying. Review your program items before you sign.

How do I build a successful program?

First, know that your rep is in front of you to sell advertising and may not be the best person at ad design. Reps receive minimal training on professional advertising design and they usually make a sales call shorter by quickly steering you into an ad designed as a box with your "name, rank and serial number". An ad should be eye catching and provide a compelling reason to call - offering a solution to the buyer. Yellow page users are ready to buy and are deciding on whom to call. Have an ad that presents you as The Credible Solution. Yellow page advertising is expensive only if you have an under performing ad design. When you consider the impact on your bottom line (the revenue and the expense) it may be worth it to get an outside service to design a high impact ad that you can use year after year. Always check with your ad agency to verify that you own the ad and will not have to pay annual royalty or licensing fees to use the ad in subsequent years or in multiple books. Agency costs for ad design vary greatly so shop around. Expensive ad designs may not reflect a higher quality nearly as much as they reflect higher profits for the egocentric design firms. A good ad of most any size can be done for $300-$500. In any event, remember that companies would not advertise in yellow pages if it did not work - try it out!

Get Real Services of Marietta, Georgia, specializes in small business consulting, marketing services, advertising, logo and website design. The Company provides products and services for small to mid-sized businesses in the United States. For more information on working with yellow pages or yellow pages ad design please contact the company at 770.654.3223, send an e-mail to [email protected] or visit http://www.GetRealServices.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. December / 01 / 2020

The Digital Advertising Sector's Original Sin, And How We Must Atone - AdExchanger
The Digital Advertising Sector's Original Sin, And How We Must Atone  AdExchanger

Advertising Production Services Market Procurement Report | Roadmap to Recovery for Businesses from the Impact of COVID-19 Pandemic | SpendEdge - Odessa American
Advertising Production Services Market Procurement Report | Roadmap to Recovery for Businesses from the Impact of COVID-19 Pandemic | SpendEdge  Odessa American

Walrus Knows The World Hates 99% Of Advertising. It Aims To Be The 1% - Forbes
Walrus Knows The World Hates 99% Of Advertising. It Aims To Be The 1%  Forbes

Watch: How health care advertising became so attractive—and what it means for agencies and brands - AdAge.com
Watch: How health care advertising became so attractive—and what it means for agencies and brands  AdAge.com

Casual and Hyper-Casual Mobile Games Driving Shift Towards Immersive InGame Advertising - MarTech Series
Casual and Hyper-Casual Mobile Games Driving Shift Towards Immersive InGame Advertising  MarTech Series

Listen In: Search Is The New Advertising - AList
Listen In: Search Is The New Advertising  AList

The Queen's Gambit proves Netflix could be a power in advertising - Quartz
The Queen's Gambit proves Netflix could be a power in advertising  Quartz

Checklist for Effective Advertising Environments: Brand Fitness, Quality, Trust - Editor And Publisher Magazine
Checklist for Effective Advertising Environments: Brand Fitness, Quality, Trust  Editor And Publisher Magazine

How advertising can drive growth in the 'new normal' - The Drum
How advertising can drive growth in the 'new normal'  The Drum

Primis Launches Contextual Advertising and Audience Extension - PRNewswire
Primis Launches Contextual Advertising and Audience Extension  PRNewswire

The 30 Under 30 Transforming Marketing & Advertising In 2021 - Forbes
The 30 Under 30 Transforming Marketing & Advertising In 2021  Forbes

Keller Lenkner Files Class Action Lawsuit Against LinkedIn for Inflating Advertising Metrics and Misreporting User Activity - PRNewswire
Keller Lenkner Files Class Action Lawsuit Against LinkedIn for Inflating Advertising Metrics and Misreporting User Activity  PRNewswire

Super Bowl Advertisers Face a Tricky Playing Field - Variety
Super Bowl Advertisers Face a Tricky Playing Field  Variety

AzerionOne Reinforces Its Commitment to Trustworthy and Safe Advertising Solutions by Expanding Partnership with White Ops - MarTech Series
AzerionOne Reinforces Its Commitment to Trustworthy and Safe Advertising Solutions by Expanding Partnership with White Ops  MarTech Series

Traditional TV Advertising Is Growing - Unlike Newspapers - Forbes
Traditional TV Advertising Is Growing - Unlike Newspapers  Forbes

Pressure on creatives: PR, advertising firms targeted by fossil fuel divestment movement - GreenBiz
Pressure on creatives: PR, advertising firms targeted by fossil fuel divestment movement  GreenBiz

Online Advertisers Spent More on Black Friday Too - EcommerceBytes
Online Advertisers Spent More on Black Friday Too  EcommerceBytes

Is Macy's Thanksgiving Day Parade Still Advertising Paradise? - Morning Brew
Is Macy's Thanksgiving Day Parade Still Advertising Paradise?  Morning Brew

Snapchat's AR advertising technology and WIMI AI algorithm SDK give birth to a new social media ecosystem - GlobeNewswire
Snapchat's AR advertising technology and WIMI AI algorithm SDK give birth to a new social media ecosystem  GlobeNewswire

Social media's problem isn't bias, it's advertising. And that we can fix. - ZDNet
Social media's problem isn't bias, it's advertising. And that we can fix.  ZDNet

Latest Innovative report on Digital Advertising Platform Market with top key players like Google LLC, Facebook Inc., Twitter Inc., among others - The Courier
Latest Innovative report on Digital Advertising Platform Market with top key players like Google LLC, Facebook Inc., Twitter Inc., among others  The Courier

The Current and Future State of Rideshare Fast-Food Advertising - QSR magazine
The Current and Future State of Rideshare Fast-Food Advertising  QSR magazine

Advertising war heats up between Sharon Weston Broome, Steve Carter, as Election Day approaches - The Advocate
Advertising war heats up between Sharon Weston Broome, Steve Carter, as Election Day approaches  The Advocate

Digital Political Advertising In 2020: What We Learned - Campaigns & Elections
Digital Political Advertising In 2020: What We Learned  Campaigns & Elections

Don't Fake It Till You Make It: Company's False Advertising Costs Them - Lexology
Don't Fake It Till You Make It: Company's False Advertising Costs Them  Lexology

[Virtual Event] Rise&Shine: Hot Topics in the Advertising and Creative Services Community - December 10th, 9:00 am PT - JD Supra
[Virtual Event] Rise&Shine: Hot Topics in the Advertising and Creative Services Community - December 10th, 9:00 am PT  JD Supra

Global Digital Advertising Market Growth Graph To Demonstrate Inclination Towards Positive Axis By 2026 - The Courier
Global Digital Advertising Market Growth Graph To Demonstrate Inclination Towards Positive Axis By 2026  The Courier

Study: Digital Hologram ARAdvertising vs. Traditional Advertising in 5G Era - MarTech Series
Study: Digital Hologram ARAdvertising vs. Traditional Advertising in 5G Era  MarTech Series

Global Advertising Spend Drops $63 Billion Due to COVID-19 - Branding in Asia Magazine
Global Advertising Spend Drops $63 Billion Due to COVID-19  Branding in Asia Magazine

False Advertising Class Action Lawsuit Diestel Turkeys - The National Law Review
False Advertising Class Action Lawsuit Diestel Turkeys  The National Law Review

Paul Simons: the ad that restored my faith in advertising - More About Advertising
Paul Simons: the ad that restored my faith in advertising  More About Advertising

ads4change, First Digital Advertising Platform for Social Enterprises and Non-Profits, Announces Official Launch - Yahoo Finance
ads4change, First Digital Advertising Platform for Social Enterprises and Non-Profits, Announces Official Launch  Yahoo Finance

The Next User Experience Of Automotive Advertising: The Car You Want Finds You - Forbes
The Next User Experience Of Automotive Advertising: The Car You Want Finds You  Forbes

Trump And Biden Double Down On Facebook Advertising - Forbes
Trump And Biden Double Down On Facebook Advertising  Forbes

Brussels targets online political advertising - POLITICO.eu
Brussels targets online political advertising  POLITICO.eu

Interactive Advertising Market by Type, Application, Element - Global Trends and Forecast to 2025 - AlgosOnline
Interactive Advertising Market by Type, Application, Element - Global Trends and Forecast to 2025  AlgosOnline

ThumbStopper Donates Advertising Costs and Services to Local Businesses for Small Business Saturday - MarTech Series
ThumbStopper Donates Advertising Costs and Services to Local Businesses for Small Business Saturday  MarTech Series

Dior sparked backlash by airing a fragrance commercial starring Johnny Depp - Insider - INSIDER
Dior sparked backlash by airing a fragrance commercial starring Johnny Depp - Insider  INSIDER

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Facebook's bots ban thousands of small businesses from advertising at height of retail season - TechSpot
Facebook's bots ban thousands of small businesses from advertising at height of retail season  TechSpot

How to Advertise Your Business on Parler - The Ritz Herald
How to Advertise Your Business on Parler  The Ritz Herald

Advertising industry poised to roar back to life - Telegraph.co.uk
Advertising industry poised to roar back to life  Telegraph.co.uk

The Kindle Paperwhite Reader without advertising has just dropped below the 100 euro mark - The Courier
The Kindle Paperwhite Reader without advertising has just dropped below the 100 euro mark  The Courier

ULTA-mate Advertising Platform? It's Broadcast Radio - Radio & Television Business Report
ULTA-mate Advertising Platform? It's Broadcast Radio  Radio & Television Business Report

Business Insider's top advertising and media stories for December 1 - Business Insider - Business Insider
Business Insider's top advertising and media stories for December 1 - Business Insider  Business Insider

Legal Notice Advertising from the week of November 26, 2020 - Alachua County Today
Legal Notice Advertising from the week of November 26, 2020  Alachua County Today

Star & Disney India roll out a suite of advertising solutions Sirius - The Financial Express
Star & Disney India roll out a suite of advertising solutions Sirius  The Financial Express

Digital Billboard Advertising Market Worth Observing Growth: LG Electronics, Toshiba, Panasonic - The Market Feed
Digital Billboard Advertising Market Worth Observing Growth: LG Electronics, Toshiba, Panasonic  The Market Feed

How to Reduce Fake News in Online Advertising - Infosecurity Magazine
How to Reduce Fake News in Online Advertising  Infosecurity Magazine

Rein in advertising to help tackle climate crisis, report urges - The Guardian
Rein in advertising to help tackle climate crisis, report urges  The Guardian

‘We want our brands to be where people are’: As gaming becomes a culture touchstone, advertisers toggle in - Digiday
‘We want our brands to be where people are’: As gaming becomes a culture touchstone, advertisers toggle in  Digiday

Facebook’s Latest Error Shakes Advertisers’ Confidence - The Wall Street Journal
Facebook’s Latest Error Shakes Advertisers’ Confidence  The Wall Street Journal

Univ. Of Michigan Looks At Possible Advertising In Stadium - SportsBusiness Daily
Univ. Of Michigan Looks At Possible Advertising In Stadium  SportsBusiness Daily

“The thing about advertising is that it works. When you see an ad that hits your pleasure center in the right way, you click the link to ‘learn more,’ and before you know it, you have convinced yourself you need something you had, until that moment, never heard of.” - Marker
“The thing about advertising is that it works. When you see an ad that hits your pleasure center in the right way, you click the link to ‘learn more,’ and before you know it, you have convinced yourself you need something you had, until that moment, never heard of.”  Marker

Geiss niece wants to help Laura with an advertising deal – People - The Saxon
Geiss niece wants to help Laura with an advertising deal – People  The Saxon

Global Online Advertising Management Software Market 2020-2026 Demand and Insight Analysis By Global Marketers Research - The Haitian-Caribbean News Network
Global Online Advertising Management Software Market 2020-2026 Demand and Insight Analysis By Global Marketers Research  The Haitian-Caribbean News Network

A Handful of Tips for Advertisers Who Want to Capture the Rise of Gaming Streamers - Adweek
A Handful of Tips for Advertisers Who Want to Capture the Rise of Gaming Streamers  Adweek

Antivaccine videos slip through YouTube's advertising policies, new study finds - Science Magazine
Antivaccine videos slip through YouTube's advertising policies, new study finds  Science Magazine

Instagram is Letting Advertisers Create Posts With Users’ Accounts - Search Engine Journal
Instagram is Letting Advertisers Create Posts With Users’ Accounts  Search Engine Journal

Comprehensive Report on Programmatic Advertising Platform Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | DataXu, MediaMath, AOL Inc (Verizon Communications), AppNexus, Adroll.com - The Market Feed
Comprehensive Report on Programmatic Advertising Platform Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | DataXu, MediaMath, AOL Inc (Verizon Communications), AppNexus, Adroll.com  The Market Feed

6 essential steps to an effective advertising pitch - AdAge.com
6 essential steps to an effective advertising pitch  AdAge.com

News Corp shielded from Rob Lucas's advertising transparency regime - InDaily
News Corp shielded from Rob Lucas's advertising transparency regime  InDaily

Global Demand Side Platforms (DSP) for Programmatic Advertising Market To Witness Huge Gains Over 2020-2026 - The Courier
Global Demand Side Platforms (DSP) for Programmatic Advertising Market To Witness Huge Gains Over 2020-2026  The Courier

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Programmatic Advertising Market: Expected Growth after COVID Pandemic, Trends, Analysis by Manufacturers, Regions, Type and Application & Forecast to 2026  The Market Feed

ADVERTISEMENT for BIDS Due to the Covid-19 mandates Sealed Bids - Grand Island Independent
ADVERTISEMENT for BIDS Due to the Covid-19 mandates Sealed Bids  Grand Island Independent

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Online Advertising Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Amazon, Aol, Baidu, Facebook, Google, etc. | InForGrowth  The Haitian-Caribbean News Network

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Smart Advertising Market Moving Toward 2026 With New Procedures, Challenges & Opportunities  The Haitian-Caribbean News Network

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Keep Calm & Advertise On: VAB's Cunningham – Beet.TV  BeetTV

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Comprehensive Report on Social Advertising Software Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | Marin Software, LinkedIn, Adobe, MediaMath, Advertising Studio  The Market Feed

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Global Internet Advertising Market Detailed Business Analysis, By Top Key Players- Alphabet Facebook Baidu Yahoo! Inc Microsoft Alibaba Tencent Twitter Aol(Verizon Communications) eBay Linkedin Amazon IAC Soho Pandora  The Haitian-Caribbean News Network

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Blockchain In Media, Advertising, And Entertainment Market Likely to Experience a Tremendous Growth in Near Future | Demand Analysis, Growth Strategies and Business Opportunities 2020-2026  The Haitian-Caribbean News Network

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How advertising shaped Thanksgiving as we know it  wausaupilotandreview.com

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Internet Advertising Market Size, Key Manufacturers, Demand, Application And Opportunities By 2027  The Haitian-Caribbean News Network

Chengelis: Will Michigan turn to advertising in Big House to recover huge 2020 losses? - The Detroit News
Chengelis: Will Michigan turn to advertising in Big House to recover huge 2020 losses?  The Detroit News

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Indoor Location-based Search and Advertising Market to Set Prodigious Growth by Key Players : Apple, Foursquare, Google, Groundearth, Nexage (Verizon), Facebook, Cisco, Broadcom, Thinknear (TeleNav), Waze (Google), Microsoft, Polaris Wireless, Verve Wireless, Gimbal, Estimote  The Haitian-Caribbean News Network

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Mobile Advertising Market 2020: Potential Growth, Challenges, and Know the Companies List Could Potentially Benefit or Loose out From the Impact of COVID-19 | Key Players: Applovin Corporation, Avazu, Chartboost, Facebook, Flurry, etc. | InForGrowth  The Market Feed

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Nike ad showing racial discrimination faced by Japanese girls provokes backlash  The Washington Post

Global Online Advertising Market 2020 Recovering From Covid-19 Outbreak | Know More About Brand Players - The Courier
Global Online Advertising Market 2020 Recovering From Covid-19 Outbreak | Know More About Brand Players  The Courier

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Outdoor Advertising Market Shows Outlook and Analysis by Manufacturers with Regions also includes Type and Application, Forecast and Industrial Analysis to 2026  The Market Feed

Online Advertising Market Dynamics, Comprehensive Analysis, Business Growth, Prospects And Opportunities 2020-2026 - The Haitian-Caribbean News Network
Online Advertising Market Dynamics, Comprehensive Analysis, Business Growth, Prospects And Opportunities 2020-2026  The Haitian-Caribbean News Network

TV advertising is making a comeback after pandemic slowdown - CNBC
TV advertising is making a comeback after pandemic slowdown  CNBC

2 Rules of Effective Advertising - Business 2 Community
2 Rules of Effective Advertising  Business 2 Community

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How Walmart, Kroger Plan to Become Advertising Giants  The Wall Street Journal

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Visualizing the Evolution of Global Advertising Spend (1980-2020)  Visual Capitalist

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Agency Brief: Small shops wanting to stand out are advertising themselves  AdAge.com

Facebook, Google and Pinterest are 'top picks' to lead 20% growth in online advertising in 2021, Morgan Stanley analysts say - CNBC
Facebook, Google and Pinterest are 'top picks' to lead 20% growth in online advertising in 2021, Morgan Stanley analysts say  CNBC

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Advertising Drives Roku's Record Q3 Revenue Growth  AdExchanger

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Verizon Media and BuzzFeed Announce New Strategic Partnership Across Content and Advertising  GlobeNewswire

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Diamond Resorts Lawsuit Alleging False Advertising by Timeshare Compliance & Resort Advisory Group Will Proceed  PRNewswire

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Streaming TV Advertisers Want Better Targeting—Minus the Privacy Backlash  The Wall Street Journal

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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Global advertising execs on the promise and problems of America's brand  Fast Company

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Why digital advertisers are concerned about California's latest privacy law  AdAge.com

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Why celebrity advertising is thriving in the pandemic  AdAge.com

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UK to ban all online junk food advertising to tackle obesity  The Guardian

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LinkedIn discloses inflated metrics glitch that led it to overcharge 418000 advertisers  AdAge.com

Facebook plans to continue a ban on political ads for another month. - The New York Times
Facebook plans to continue a ban on political ads for another month.  The New York Times

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How Do You Advertise a Town Ravaged by Hurricanes?  The New York Times

New York Times Hits 7 Million Subscribers as Digital Revenue Rises - The New York Times
New York Times Hits 7 Million Subscribers as Digital Revenue Rises  The New York Times

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