Fynske Medier Project E-Concept Development
Fynske Medier Project E-Concept Development 10. 10.2014 Klaidas Akuckas Maria Møller Rasmussen Nina Karen Pedersen Adrian Bara Ioana-Stefania Lannert Lise Agerbæk (ela@eal.dk) James Norwood (jano@eal.dk) Adam Montandon (admo@eal.dk) Mona Lyngs Pedersen (molk@eal.dk) Table of contents Introduction Introduction 3 This project is divided in two big stages, the initial one is a formative process about researching and gathering relevant data that will be used to develop a concept for Fynske Medier in the second (and final) stage of the project, which will be a summative process. This report is documenting the first stage of the project and it will be followed by another report that will contain documentation about the second stage. Problem definition 4 Research Strategy and Planning 5 Formative research 5 Why these tactics? 6 Findings 7 Primary Research16 Triangulation18 Fynske Medier Fynske Medier is a collaboration between Fyens Stiftstidende A/S and A/S Svendborg Avis - a collaboration that provides the main stream of news in Fyn. This project aims to help Fynske Medier to find a new digital solution to communicate the news which will be more suitable for a new group of readers, a “harder to reach target group”: people aged from 20 to 40. We suspect that while the information offered by the newspaper itself might be interesting to the target group, these younger generations are used to spend their time on the internet using either their mobile devices or personal computers. In contrast, the amount of time spent reading analogous newspapers is more or less insignificant. Using user research methods, we will be able to confirm or dismiss our suspicions and it will be possible to sort out the needs of the target group, their preferences, who they are and how we could drag them to explore the news from Fynske Medier in a new digital version. How we used Kvale’s 7 principles18 Unused relevant methods18 Conclusion19 Bibliography20 Appendix22 2 3 Problem definition Research Strategy and Planning How do we collect data and make research to help us create a concept that delivers news to a younger target group in a more appealing way? In order to do an accurate and thorough research that can be eventually used to come up with a good solution for the defined problem, a research strategy has to be developed. We are dealing with a planning problem. We do know the answer, but we do not know how to get there. We know that Fynske Medier wants a new digital solution, that can be useful in the coming election, and a solution that can be more appealing to a younger target group. We have to figure out what are the objects of the research, choose the tactics that are needed to use while researching and think about what will we have to find out from this research. This report is only about gathering data, therefore there are only formative elements in our research plan. There will be data gathered by the group (primary research), via interviewing and creating surveys, but also data available from different online sources will be looked up (secondary research). • • • Which types of research could be useful in order to receive the most optimal data for our project? What is the trend in and outside of Denmark, when is comes to media? How are the news communicated, and how are they received? What view do the target group have on the news today, and what are their preferences? Formative research The following tactics has been used in order to get the data we need. • • • • 4 Data collection Online Research A survey Interview 5 Why these tactics? The survey contains primarily opened or half-opened questions. The demographic questions are the only closed questions, these are made to get a quick overview and knowledge about who the responders are, demographically. Their gender, their age, relationship status, etc. There are also used psychological questions to get a deeper look into the responders, their hobbies, interests, and their use of media. By making the survey it was possible to get some quantitative data, which can help us to confirm or disconfirm our pre-understandings and prejudices. The survey is a part of the primary research. The report also includes a triangulation by comparing data from the interviews, the survey and the online research. Findings Secondary Research Internal sources We’ve used the powerpoint presentation from Fynske Medier, with the company’s own research about their readers and their preferences. (Appendix: Powerpoint Fyens Stiftstidende) Diagram 1 shows Fyens.dk’s readers, both men and women from all age groups. It’s worth noticing that the chosen target group for the project (20 years to 40 years) is also represented, but it’s a small amount of responders. According to this statistic, it’s clear that the population in this target group does not use Fyens.dk very often. Diagram 2 , shows the amount of people who haven’t not been subscribing for Fyens Stiftstidende in the last three months. This tells us that more than half of the respondents might not be interested in reading the analogous or the digital newspaper. This knowledge can be used for further research about the reason for this and for finding alternative solutions. Diagram 3 shows why people are using Fyens.dk, and what kind of news they prefer. News about Fyn and even more local news are the most prefered topics. This is relevant and useful to know when we, further on, are about to make up ideas about a new digital solution. External sources We have used external sources to improve our knowledge about media and the people who use it, inside and outside of Denmark. Another part of the primary research was interviewing people from the target group.The interviews were made to get some qualitative data about the target group, their opinions, how they act, why they are acting that way, feelings and considerations. With this qualitative research, it is possible to get deeper into the group of people we would like to reach. Previously, we were looking at a research made by Fynske Medier, which showed that the chosen target group did not show interest in the local newspaper. To compare, and get a more detailed overview, we looked at a statistic for the national newspapers made by professor Kim Schrøder and ph.d student Christian Kobbernagel, RUC. (www.videnskab.dk 06.10.14) The secondary desk research was about collecting data from statistics, literary reviews, articles, etc. This data collection and online research were made by using both the qualitative and the quantitative method, to get a deeper knowledge about trends, progressions, and business solutions. 6 7 The picture tends to be repeating itself, that the chosen target group is not very interested in the analogous paper. Instead, the target group is interested in reading the news on a digital device. More than 76% of the 15-25 years uses a computer device to keep themselves updated on the news. Also the 26-35 and the 36-45 years old are major consumers of reading the news on a computer device. Back in 2011, the chosen target group tends to use their mobile device for updating themselves. According to Danmarks Radio, the amount of smartphones has exploded. In 2013, there were sold more than a million smartphones worldwide.The tendency must be about to continue. (www.dr.dk The diagram from Danmarks Statistik placed below, shows that the population between 16-24, 2534 and 35-44 years are using the internet to find news in 2013. The average use of the internet for men is 80,6% and the average for use for women is 72,4%. The average for both men and women is 76,5. (www.kulturstyrelsen.dk) 06.10.14) On the following page the statistic from Gallup shows that “Alle provinsblade” and “Regionale Dagblade” (that includes Fyens Stiftstidende) are only being read by 9 % of the 19-34 years old, and only 27 % of the 35-54 years old. It’s worth noticing that there is 14 years (40-54), that is a part of an older target group. For “Dagblade-Gratisaviser/Trafikaviser” the amount of readers is much higher. It was a part of our pre-understanding, that the younger generation can’t afford to buy a newspaper, either the paper version or digital access. This diagram supports that prejudice. Another prejudice is, that older generations have more time to read the newspaper and prefer to support the local newspaper, that prejudice is also supported by this diagram, as we can see the 55-70 years and above 71 years has a higher amount of readers for the provincial and regional papers. (www.kulturstyrelsen.dk 06.10.14) 8 9 The prejudice is that the trend to use the internet more for reading and downloading is increasing. The statistic from 2014 shown below, says the average use of the internet for the population between 20- 39 years is 80%. The prejudice is supported by the previous statistic and this statistic below, when comparing these, it’s clear that the increasing are happening. (www.statistikbanken.dk General desk research about the newspaper development outside of Denmark We did some worldwide research too, to see if the trend is the same outside of Denmark. The United Kingdom After reseacrhing the UK market, the information was accumulated and we found, that now in the UK it is possible to find different kinds of newspapers, with different kinds of preferences. The statistic shows what the UK citizens liked to read their news until 2011, and from that year it started to change and the era of digital news, containing video and audio, began. After PressGazette made an online statistic, they found that in the year 2016 the british people will prefer audio more than the newspaper itself. (www.pressgazette.co.uk 27.09.14) 10 Romania From 2011 to 2014, the number of printed newspapers went down with more than 19,5%. Romania used to have 15 different newspapers in delivery everyday, and now there are just 3 paper version newspapers left on daily basis. The rest are now digital and you can read them for free. (www.radardemedia.ro 06.10.14) The statistic on the following page from 2011 shows the evolution of newspapers until 2012.The first paragraph shows the name of the newspaper, the second one is the number of the readers, and the last paragraph represents the growth and the decrease in the last years. The daily newspapers in paper version is Libertatea (a newspaper for women), Cancan (gossip and autohton news) and Click (gossip and with a romanian version of Ekstrabladet’s page 9 girl). (www.paginademedia.ro 06.10.14) 11 Børsen Special magazines like Pleasures, Penge, mv. Access to the paper version, the online version, tablet, smartphone, newsletters, sms-services. The possibility to read the newspaper of tomorrow the night before. Student Subscription, and Subscription for readers outside of Denmark. (www.borsen.dk 06.10.14) Information Access to what they call “Singler.” Stories, longer than an article, shorter than a novel. Good for reading in the train, or as afternoon reading. (www.information.dk 06.10.14) Jyllands-Posten, JP Premium If you upgrade to JP Premium it is possible to have full digital access. (www.jyllandsposten.dk 06.10.14) Kristeligt Dagblad Choose either full Subscription - Kombi Subscription - Digital Subscription. (www.kristeligt-dagblad.dk 06.10.14) National and international Business Solutions It can be useful to look at different newspapers ways of making money, and how they structure their business and involving their readers and their target groups. Here are some examples: Politiken With Politikens e-avis (digital newspaper) you have access to articles from 1884 and until today. It works on computer, tablet and smartphone. Politiken Plus: With Politiken Plus you get discounts and special offers at some different items, but also cinema’s, café’s, restaurants, concerts, lectures and events. Politiken Plus is a part of the Politiken subscription. (www.politken.dk 06.10.14) Berlingske Tidende Kids’ Club and Berlingske Shop. It it possible to subscribe for this extra feature.(www.berlingske.dk 06.10.14) 12 Lietuvos Rytas The biggest Lithuanian newspaper is „Lietuvos Rytas“. This newspaper has already existed for 16 years. The biggest income they get from paper version subscribers and advertisements in the newspaper. For subscribers it costs from 3.48€ to 11.59€ per month. It depends on what they want in all complect. The subscription also has presents for people during Christmas or other holidays, coming with the newspaper. The newspaper is also giving opportunity for people to put their advertisements in newspaper. This service has different prices. If its going to be on the main page it will cost more, but if you want it in the same place where all advertisements are, it will cost for you around 1€ to 2€, depends on how many words you will have in your advertisement and how it will look like. (www.lrytas.lt 06.10.14) This newspaper has also their own TV Channel called „LRytas TV“. The are getting money from commercials in this TV channel.(www.lrytas.lt 06.10.14) „Lietuvos Rytas“ also has their web page and also a webpage where people can share their favorites foods recipes. (www.receptai.lrytas.lt 06.10.14) USA TODAY The earnings come two full quarters after the company started operating the stations it acquired from it’s former television competitor, Belo. Gannett, the parent of USA TODAY, said the company’s net income for the three-month period ending June 29 rose to $226 million. Adjusted earnings per share of 67 cents beat analysts’ estimates of 64 cents and were up from 58 cents a year ago. The print business continues to be a challenge. Publishing advertising revenue, still the company’s largest source of revenue, dropped 5.7% from a year ago to $530.2 million. Circulation revenue for the publishing segment declined 0.6% to $277.8 million. Revenue for the digital segment, which includes job search site CareerBuilder.com, rose 4.2% to $194.4 million. Total industry revenue from digital channels — advertising, circulation, digital marketing services, and other — rose 5.8% in 2013 accounted for 12% of total ind ustry revenue, according to an April report from the News- 13 paper Association of America. (www.usatoday.com 06.10.14) turn laden with advertising, from whence they made most of their money. (www.stratechery.com 06.10.14) Free daily newspaper strategy Free daily newspapers are newspapers that are distributed for no cost. (www.tandfonline.com 06.10.14) The first one was introduced in Sweden in 1995, then the practice became more popular. The success of the free papers is the result of their efficient cost structure and their ability to reach a new and relatively young audience. There are 2 main models: The first one is represented by new entrepreneurs entering a new market and the second one by local newspapers that want to counter or even prevent new firms to enter the market. More positive strategies might develop from these obstructive tactics. Most of the readers are former “non-readers”. Existing newspapers develop strategies in order to benefit from the readership of the free newspapers. Study case: The New York Times’ shifting model The following study case of New York Time’s shifting model is an example that shows us how newspapers have to adapt to the new world and use internet as an ally rather than trying to compete with it. (www.mondaynote.com 06.10.14) Advertising revenue dropped: • Total revenue decreased • Costs were not contained enough Circulation revenue grew, mostly due to the rise in digital subscribers. Paid subscriptions for the NYTimes and the International Herald Tribune totaled 566,000 for the 3rd quarter of 2012, a remarkable growth of 11% vs. the 2nd quarter of 2012 (+57,000 subs.) As shown in the table below, the New York Times’ revenue stream now relies mostly on circulation: This evolution shows the strategic importance of the digital subscription system set up by the NY Times. Thanks to its paywall, the NYT, got an increasing number of subscribers. How the internet has changed advertising Previously, advertising channels like newspapers or television channels were the only means to a captive audience. For example, if you wanted to reach those living in Chicago, the Chicago Tribune or Sun Times were your primary options. This proved highly lucrative for those in the middle; their job was to create compelling content to ensure customers bought their product, which was in 14 The Internet has changed this in a few fundamental ways: • On the Internet, consumers are no longer captive. We have an effectively infinite array of choices for news, entertainment, etc., meaning the content must truly stand out. • The infinite array of content = an infinite amount of advertising inventory, destroying its worth. • The nature of Internet advertising makes it possible to gather much richer data about con- sumers than was ever possible offline. This has made it much more difficult, particularly for old-school advertising middlemen like newspapers. Commanding top rates depends not only on capturing consumers versus infinitely more competitors, but also knowing more about those consumers than anyone else. Targeting information is the new scarcity in advertising. It is the only way to sustainably increase average revenue per user. The content of the newspapers is not the best there is, it is not personalized and they don’t know anything about their readers, so they don’t have a sustainable revenue anymore. The Internet provide three huge advantages over newspapers: • Distribution is, for all intents and purposes, free. Hosting is extremely cheap. With minimal effort and with no support your writing can be published. • The addressable market – everyone with an Internet connection who can read the writer’s language – is a lot larger than that of any traditional newspaper. • The potential reach of any given post is equal to the addressable market, thanks to social networks like Twitter, Facebook, and even email. Business Models of the future • More and more journalism will be small endeavors, often with only a single writer. The writer will have a narrow focus and be an expert in the field they cover. Distribution will be free (a website), and most marketing will be done through social channels. The main cost will be the writer’s salary. • Monetization will come from dedicated readers around the world through a freemium model; primary content will be free, with increased access to further discussions, additional writing, data, the author, etc. available for pay. • A small number of dedicated news organizations focused on hard news will survive after a difficult transition to a business model primarily focused on subscriptions (See the NYTimes’ study case) , with premium advertising as a secondary line of revenue. This is the opposite of the traditional model, where advertising is the primary source of revenue, with subscrip tions secondary. 15 Primary Research Survey The survey was made to investigate the target group (20 - 40 years old), but we didn’t actually targeted this age group specifically. We asked demographic questions (age, gender, occupation, relationship status, etc) so it is possible to filter the answers in order to keep only the ones that fit the target group. (Appendix 2: Survey results) We made a questionnaire that was shared on differents facebook groups, such as “Odense group” and “MMD Odense”. We also published it on twitter together with the #fyensstiftstidende hashtag. We received 59 responses from different genders: • 28 responses from men (47%) • 31 from women (53%) The age that got most responders was between 20 - 30 years and we also had 3 answers from 50 to 60 years old. Most of the occupation that the target group had were students and the rest were retired people. The most answers to the hobby were : music, film, sports, design and culture. After the questions about their hobbies, questions about what sources do they usually get news from was relevant to ask. More than a half of the responders gets news from the internet (54%). Only 10 % of them showed interest to read a normal newspaper. The subjects that they are interested in the most are: science, culture, education and business. The most interesting subject for the target group is science with 37% followed by culture with 33 %. From Fynske Medier’s own research (Appendix 1: powerpoint Fyens Stiftstidende) responders would like to read more local stuff, but according to the survey the responders would like to have more worldwide news instead of the local news. They would also like news about their country but not too many. 92 % of them like to have the worldwide news comparative with the ones that also wanted local news 39 %. Only 10% of the responders use their tablets every day to get updated on the news, while 17% use it several times a week. More interesting is it, that 37% never uses their tablets for news. 43% of the responders uses the computer every day to updated themselves on the news, while 35% use it several times a week and 17% use it several times a week. From the survey it is possible to conclude, that most of the responders like to read the news of the world, but ⅓ of the responders also like the local news. They responders would like to read the news on digitally devices either on their phone or computer. Most responders would like to read more articles about science but also more culture could be possible to add to the newspaper. We will use the result from the survey to improve the new digital solution for Fynske Medier. Interviews We have interviewed 10 people at the train station about Fyens Stiftstidende, both women and men between 20-40 years old. (Appendix 4: Interview guide and interviews) From all the answers it is easy to conclude that most of the responders knew “Fyens Stiftstidende” analogues newspaper but only two of them were reading it daily or in the weekends. The reason why they are not reading the newspaper is, because they are not particularly interested in local stuff. Three of the responders can not afford it. The news which people are engaged the most are politics, culture and sports. From the interview we can also see that the younger responders prefer to read the news on their mobile devices or computers and that the oldest responder prefer to read the analogues newspaper. The interesting part is, that the majority of responders would like quick and easy news, for instance on the internet or on an app. The interview also included question about possible improvements or changes, that could make more people to read Fyens Stiftstidende. Several responders suggested to improve the application for “Fyens Stiftstidende”. They said that they would like to see the news which are the most interesting for them, not everything as world wide politics or sports. They would also like to hear the news in audio, not only reading written text. The responders was asked in which format they would prefer their news. 80% of the responders would like to have their news in text format, but also 75% of them wanted to get video news, while only 25% was also interested in having the news as audio. The analogous newspapers had not so much effect to the responders. 32% was reading the analogues paper rarely and only 12% answer that they are interested everyday in it. In the new digital solution for Fynske Medier, we need to be aware of what kind of devices the target group are using to update themselves. 45% of the responders uses their mobile phone to update themselves on the news. 18% uses their mobile phones several times a week for the news. 16 17 Triangulation Gathering data from all the different sources (via secondary research), we also get the opportunity to verify our own findings (which we get from our primary research). The primary research that we did on the target group was more point focused on our hypothesis, but we can use the secondary research and triangulation to investigate the findings more in depth. For the triangulation we used our Online research, Survey and Interviews. Comparing the data that we got from our primary research (surveys, questionnaires) with the statistics that we have found doing a secondary research (online research), we can easily see that the results are very similar: This project’s target group is not interested in the local news as well as reading the news in an analogous newspaper. With the reference to our target group from survey, statistics and questionnaire we can see that people are most interested in politics, science, culture and sports news. Participants also gave information that usually they are giving priority to their mobile devices and personal computers to get the news, not the analogous newspaper. The most using source to get news was internet. More than a half of participants are getting news from the internet using their mobile devices or personal computers. How we used Kvale’s 7 principles (Kvale & Brinkmann, 2nd edition) According to principle no. 3, we found that is was a good idea to test knowledge and ideas by interviewing people in our target group. Did they have the needs we thought, after reading statistics and articles? Do they want new solutions, and what are their preferences? In the group we are five different people, from three different countries, and everyone in the group are capable of contributing with knowledge and experiences, so principle no. 4 is important to use to let the idea or the subject speak for itself, instead of believing that your way is the right way. But to let the subject speak for itself, we need to get as much knowledge as we can, to feel confident about our work, and create a strong user research profile. Our pre-understanding must be defined, to understand and develop the research. In the way of achieving this, we collect data and statistics from Denmark and around the world about media habits, progression and business models. We also did surveys and interviews to get to know the target group better. It enlarges our horizon the more we develop and work on the project, as it says in principle no. 7. In this case, it would have been useful to use some User Research methods like diary studying or experience sampling. We didn’t have resources to do that and people would not do it without receiving any kind of payment or other kinds of benefits. These methods would have helped us to get qualitative data about our target group that later on, we could have triangulate with the literature review and user testing, in order to get the apparent truth. How would we have used these methods? We would have used a combination of diary studying and experience sampling, giving the objects a daily diary log that they would have to fill in alternatively after using both analogous newspapers and internet based applications as a news source. They would have to grade the overall quality of their experience (probably on a scale from 1 to 10, 1 being the worst, 10 being the best), as well as making observations on their mood level (bored or entertained). The accessibility and quality of the news format (analogous or internet) would also be monitorized (for example what difficulty level did they encounter on their way through the newspaper or the internet based app, how difficult was it for them to navigate and find what they wanted to read.) Some extra field called “other specifications” would be provided just in case the objects would like to say something more. What results we hoped to drive from this? We would have gotten data from people on what kind of experiences they had using news format (analogous or internet) and compare them while also taking into account the target group to which the objects belonged to. After this research we would know what decisions and changes would we have to take into consideration in order to come up with a more appealing product. Conclusion It was of great importance to know the preferences, views and opinions of the target group we are dealing with. It was important as well to find out if our pre-understandigs were durable. Trends, statistics and business models and solutions from home and abroad, needed to be investigated. To improve our knowledge about this, we needed the correct and relevant type of research and choose of tactics. By using primary and secondary research, we got both qualitative and qualitative data. Both things were useful in their respective parts of the project, and helped us to improve our knowledge and adjust our prejudices. The gathered data, and the experience we’ve got from this part of the Fynske Medier-project will be used as a foundation for developing a concept in the second stage of the report. Unused relevant methods There are many methods one can use in order to achieve a goal, and there are even more variations and names for them. But regardless of what name they’re given, methods that are suitable for the situation at hand should be chosen. 18 19 Bibliography Litterature Kvale & Brinkmann, 2nd edition: Kvale, Steinar & Brinkmann, Svend, InterView - introduktion til et håndværk, 2nd edition, Forlag: Hans Reitzel. 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Doar două ziare vând peste 40.000 de exemplare, Available: http://www.paginademedia.ro/2012/06/vanzarile-ziarelor-tot-mai-slabe-doar-doua-publicatii-vandpeste-40-000-de-exemplare/ (06.10.14, 10.17 AM) 20 21 Appendix Statistic 3 Appendix 1: Powerpoint from Fynske Stiftstidende Statistic 1 Appendix 2: Survey results Diagram1 Statistic 2 Question 2, overview 22 23 Diagram 3, overview Question 5, overview Diagram 4 24 25 Diagram 6 Diagram 8 26 Diagram 9 Diagram 10 Diagram 10 Diagram 11 Diagram 7 Diagram 9 Appendix 3: Screenshot statistic 27 Appendix 4: Interview guide and interviews Age: Do you read Fyens Stiftstidende? (Online or Offline): Yes I do: • Why did you choose to read that newspaper? • What are you general preferences og news? • What do you think the cold change/do better? Have you seen the application? • What do you think about it? • Is there anything that could be better for a new application? (audiobook, • Man, 20 years • Parents have subscribed in the weekends. • When home with the parents, he reads the sport-news and the TV-overview. • Good idea with an improved app. • Prefers visual news (television) favorite/widgets) What are you preferences of news? Woman, 35 years • General news • Then browsing for News, she sometimes looks at Fyens Stiftstidende, but not for anything specific. • Does not need an app. • Like the news through text. What do you think they could change/do better? Have you seen the application? • What do you think about it? • Is there anything that could be better for a new application? (audiobook, favorite/widgets) 28 Woman, 24 years • No, too expensive and she doesn’t have the time • She doesn’t know what could be improved. Woman, 40 years • Reads the paper every day, very satisfied. • Interested in the local Fyn stuff • Likes the psychical paper! No, I do not read it: • Why not? • Woman, 25 years • No, doesn’t know that much about FS haven’t thought of it. • Is interested in the local stuff. Anything but sports. • An app will be perfect for taking the news with her. • Interested in the audiobook-idea, liked the idea of listening to the news. Man, 30 years • Too much local stuff, which doesn’t matter. • Waste of money. • Wants “funny stories” maybe culture and a little sports. • Not so “heavy” reading. • Good idea with audiobook, and the possibility to choose the news yourself. Man, 28 years • Do not want to read the traditional paper, want’s something he is not prepared for. • Time and price are the not problems. • Wants to get updated on the news, could be through an app. • Audio is a good idea. • Wants to be surprised. 29 Woman, 38 years • Not interested in local stuff. • Wants quick and easy news. • Politics, culture, extra themebased news. • Wants news on the run. Audio would be ok, if it is easy to get all the news at once. The de tailed news and the quick overview. Woman, 31 years • Not interested in local stuff. • Can’t afford it. • Would like the news in a digital way, the opportunity to choose subject and read more. • A little politics, mostly the big political stuff. Debates. Man, 25 years • Has got three months for free. • Interested in Sports, a bit political stuff, not particularly interested in local stuff. • Would like the news on an app, especially is there is better sport-overviews. • Would like to choose Sport as a favorite. Cool with audio. 30
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