Paywalls: The Wrong Solution for News
I’ll go out on a limb and say it flat out: paywalls are a clear sign that the news publisher doesn’t yet understand digital news revenue and where the industry needs to turn for online profits. And no, “online profits” is not an oxymoron (see my previous posts about John Paton and what you can do to drive plenty of online revenue). Yes, banner network advertising pays out next to nothing. Dumping cheap banner ads is the first thing a publisher should do. But going to paywalls is a mistake. Publishers have rarely derived significant revenue from news consumers; most revenue has been from advertising, and will continue to be. And there is plenty of money to be made in digital advertising, if you are willing to look at how businesses are spending their (growing!) advertising budgets. Let’s think about the paywall model a bit. Pundits (and desperate publishers) like to cite The Wall Street Journal as an example of a paywall that works. Well, unless you are publishing a financial journal, forget about the comparison. Subscribers themselves rarely foot the bill for their WSJ subscriptions: the subscription fees are subsidized. How? Because you can take WSJ as a corporate expense. Heck, you can take it off on your taxes as a business or professional expense (in the US, it’s a legitimate “unreimbursed employee expense” for many people). But who is going to let you put your hometown newspaper (or the New York Times for that matter) on an expense report? It just isn’t a business periodical. Some of us read with interest the story about Piano Media, the initiative where content from all nine news publishers in Slovakia are delivered under one national paywall. (Here is one article about it from Columbia Journalism Review: http://bit.ly/HOgrWW.) Is this a model for the free world? Consider this: if you want news content in your native language, and someone holds a monopoly on all news in your language, then yes, perhaps under these artificial circumstances, a paywall will work: “With all the major newspaper publishers (and one broadcaster) involved and little Slovak-language competition from outside the nation’s borders, readers would seem to have little choice but to pay for their news if they want it.” (CJR ibid.) But that’s a bit of an extreme example, one that would never succeed in the markets where I work (America, Ireland, Canada, and the UK). Even in the case of Piano Media, the revenue is tiny: “At the end of its first four weeks the company says it had taken in about $52,000, and that income and subscriptions to the system have held steady at that rate ever since.” This is actually in alignment with a Pew Research report (Excellence in Journalism Special Report 2010) which said: “Over all, the evidence suggests the outlook is difficult both for pay walls and for online display advertising. While most people have not been asked to pay for content, even among the most avid news consumers online, only about one in five at this point say they would be willing to pay, and this does not include less voracious news consumers. At the same time, the vast majority of those online, 8 out of 10, say they basically ignore online ads.” (http://stateofthemedia.org/2010/special-reports-economic-attitudes/) So instead of paywalls and...
read moreHow to Drive Online News Revenue
It breaks my heart when I read articles like a recent one by Michael Wolff of The Guardian describing the news industry’s “imploding business model” and “portending, once again, the end of the world as we know it.” (http://bit.ly/HiLIk3) His article describes why the growing trend toward mobile news is going to kill the news industry, because it will further erode revenue from CPM (impression-based) banner advertising. As if banner ads were a viable model for news regardless. I suppose I shouldn’t be too surprised by the report; last month John Paton (CEO of Digital First Media, the second-largest media company in the US) said “And for God’s sake stop listening to newspaper people. We have had since the mid-90s to get this right and clearly we are no good at it. Put the digital people in charge – of everything. They can take what we have built and make it better. It is so very important we get this right – not just for the industry and investors – but for our communities.” (http://jxpaton.wordpress.com/) As one of those “digital people” I’ve been working to transform the news industry by introducing digital media innovation, both on the newsroom and the sales revenue side. I generally work with clients to help them tailor a sales strategy that will work with their market and their editorial focus, but I thought I had better discuss in this blog some of the tangible options that a newsroom can bring to bear. And none of them are banners or paywalls! If there is one thing I have learned from 20 years working in Silicon Valley, it’s that you have to follow the money: in this case, you have to analyze where businesses are spending their ad budgets. And so that’s where I started, by looking at business advertising spend. For the past 3 years I have focused on local and specialty news outlets: those news and magazine publishers whose target demographic is either geographically local or psychographically tuned to both their audience and their advertisers. (In other words, where the advertisers are targeting, in the publication’s readership, a highly qualified demographic of consumers.) So if my suggestions below seem too focused on hyperlocal and the “little guy,” let me point you again to John Paton’s blog so that you can see what the big media companies are doing (he’s particularly adamant about the value of getting the public involved: pay attention to his views on things like citizen journalism): “And it is true that print dollars are becoming digital dimes to which our response at Digital First Media has been – then start stacking the dimes. All of that requires a big culture change. A change that requires an adoption of the Fail Fast mentality and the willingness to let the outside in and partner…. The results have meant that at the Journal Register Company those dimes have stacked up to 5 times more digital revenue in 2011 than 2009. And those dimes now more than pay for all of Journal Register’s newsrooms. This is a performance about to be repeated at Media News Group.” Imagine that–a big news firm being able to pay for all its newsroom operations just out of digital revenue! Want to try that yourself? Consider some of these options: News Advertising Models That Work Page Sponsorship:...
read moreDon’t Build Your Own Newsroom
I recently spoke to several publishers at Publishing Expo in London about their content management systems, and a few gave me the usual sad story about trying to build a newsroom in-house. This is more than a “build vs. buy” issue, especially for newsrooms where the CMS is critical to the entire business operation. Failure in the newsroom is not only expensive, it can spell disaster for the company as a whole. IT project failure rates are the stuff of legend. The Standish Group, a Boston-based IT consulting firm, is famous for its annual CHAOS Report, documenting IT project failure rates (which hover around a shocking 30% success rate, with over 2/3 of the projects “Failed” or “Challenged” according to the report criteria. Statistics like these are well known to the IT and bespoke development community in the corporate IT world. But lessons from corporate IT don’t seem to have trickled into the publishing world, so let me offer a few insights into project failure and why you don’t want to build your own newsroom. First, newsroom systems are complex pieces of software; they are not simple document management systems of the kind a clever IT organization could reasonably be expected to design and build. Today’s newsrooms manage workflow, multimedia management, complex information architectures, analytics, multi-platform delivery, social media integration, and a host of other features that make them pretty complicated machines. But instead of going into the complexities of these systems, the more important insight is in understanding the difference between software developers and IT staff. A software developer is an engineer; they are trained to design and build software. IT professionals are trained to install, manage, customize, and integrate software, but they are not trained to conceive, design, and build it. The best analogy is from the automotive industry: software engineers are like automotive engineers, the folks who design cars and motorcycles for manufacturers. IT pros are mechanics, the folks who repair, maintain, and sometimes modify the cars and motorcycles designed by automotive engineers. Software engineers generally go to college to learn engineering or computer science. IT staff may well have engineering degrees, but many are vocationally trained. Now, before I offend IT professionals any more than I may have already, let me explain a bit more about my experience with IT, and at the end of this post I’ll also explain why I added motorcycle engineers to my analogy. IT staff are trained professionals. They often get a bad rap because of the high rates of IT project failures, but in my 20 year experience, they are rarely to blame. The real culprit tends to be upper management who, not recognizing the difference between software engineers and IT professionals, place both groups under one “tech geek” umbrella and hand jobs to their IT pros that they are simply not trained to accomplish (like systems design). Keep in mind that the tech staff at publishing companies are almost always IT staff, they are rarely trained software engineers. The in-house IT folks know a lot about the business, and a lot about systems, and they are often just itching to rise to the challenge. And on occasion, the really talented ones do, sometimes, pull it off. Software engineering, like any professional discipline, is made up of a number...
read moreDigital Editions and Portable News
I just returned from Publishing Expo 2012 in London, where I was interested (among many other things) to see what newspaper and magazine publishers were doing in the area of offline delivery, or content-to-go. Print has long had the advantage of being able to travel easily with the reader. So in the transition from print to digital delivery, the ability to save stories on a device for offline viewing (available when there is no Internet connection, such as in a subway or on an airplane) is still a necessary requirement. It’s worth mentioning that subway systems and airlines are already experimenting with wireless Internet, so “offline storage options” can be considered a transitional technology until the day, not too far off, when the Internet cloud will available almost everywhere. When that happens, offline portability of news will cease to matter. This is already a vision that companies like Microsoft and Google are touting for corporate information and office applications. But today I am interested in what publishers are doing with digital editions–the online version laid out more or less precisely like their print edition–and how many are moving toward tablet and mobile apps capable of storing articles on the device. Last week I received an email from Ziff-Davis, a reasonably forward-thinking magazine publisher, announcing that they were abandoning digital editions for one of the titles I subscribe to: “To ensure we focus our innovation on channels that have proven most useful for our readers, we will no longer be sending .pdf versions of CIO Insight, otherwise known as Digital Editions. We experimented with this over the last few months and have now decided to put it on hold. We expect you will continue to enjoy our always improving content through the major channels highlighted above.” Those “major channels” included their web site content and their tablet and mobile editions. In a recent post I wrote about how different media need to be supported by different interface models; online is a very different user experience from print, and just placing the print edition online (as a PDF) isn’t really a valid model for the way people want to consume articles online. The Ziff-Davis announcement seems to support this. At Publishing Expo 2012 there were very few (I think I only saw two) software vendors that offered support for digital editions, and I only spoke with one publisher who reported an uptake in their digital edition readership, although she said that it was a new enough offering that the adoption rate could flatten if indeed the trend is moving away from digital editions and more toward, for example, tablet-optimized interface design. On the other hand, there were at least a dozen vendors touting mobile and tablet app solutions, and almost every publisher I spoke to, if they were going online, wanted to chat about the relative merits of apps vs. HTML5, not about digital editions. HTML5 is a new Web standard that enables web developers to, among other things, more easily support rich media as well as have a site adjust its user interface automatically to accommodate mobile, tablet, and desktop browsing, and I use it for BloggingWrites.com. It is however an online technology, and does not offer any intrinsic offline viewing options. (I’ll discuss HTML5 vs. apps in an upcoming post.) Apps...
read moreWhy Photos are Critical to Online News
As newspapers make the transition from print to online, they need to understand the importance of adjusting their editorial style to fit the new medium. I should quote Marshall McLuhan, but years ago I worked with tech writer and information architect Freda Salatino, who used to say (in her Long Island accent), “When you create an online help system from a user guide, don’t just schlep the book online.” Like McLuhan, her point was that online is used differently from print, and that certainly holds true for news as well. The easiest and most important lesson is in how you use images. Print papers don’t put a photo with ever story. With online stories, photos should be the rule, not the exception. Online is now a multimedia experience. This is in part why forward-thinking news executives like John Paton issued Flip video cameras to all his journalists, and why every reporter in the DNAinfo newsroom carries a camera. With smartphones now boasting high-resolution cameras and high-def video, there is no longer an excuse for a journalist not carrying a camera in his or her pocket. Why can’t you ignore putting photos on the bulk of your stories? Here are a few good reasons: Every story is your home page—your front page. Unless you are a hugely trusted brand, up to 90% of your online traffic is coming from search engines. (Don’t believe it? See my previous post about what you can learn from site analytics and go check for yourself.) Even if you are a trusted brand, meaning that you have a huge number of repeat visitors to your home page, it still means that perhaps 50% of your traffic is coming from a search engine. This means that your readers are first seeing your site from the perspective of a story page. Would you ever have a front page with no photos? I don’t think so. There are also significant search engine optimization (SEO) benefits in putting images on every story. Search engines like Google give higher ranking to web pages with photos, as long as the photos are properly tagged with metadata (the title and alt tags should contain relevant descriptive text, rich in keywords—see my post about how to SEO for news). So if you want your story to be discovered by readers, put in photos. Yes, journalists write for humans, not search engines. But online journalists also know that humans are image-hungry. It’s in our nature. This is a lesson learned over a decade ago by Silicon Valley startups. Whether you post an item to sell on eBay, or list your professional profile on LinkedIn, or search for a mate on Match.com, a photo will always garner you far more interest—more clicks. (I can’t even begin to describe the importance of images on social media sites like Facebook!) There is also another driver that we should not ignore: revenue. More clicks (more pageviews in the parlance of banner advertising and Google Analytics) almost always means more revenue, because the more pages viewed the higher your return on advertising (note that the Audit Bureau of Circulations, or ABC, is now ranking online circulation). Slideshows are one of the most effective journalistic weapons in driving revenue: a slideshow not only mesmerizes readers, it causes increased numbers of clicks to be recorded....
read moreSite Analytics: Intelligence Gathering for News Sites
Analytics Overview Late last summer the good folks at MSN invited me to give a talk on “Conducting Effective Market Landscape Assessments and Intelligence Gathering” where I discussed techniques for gathering competitive intelligence for MSN.com. One of the important topics I covered was how analytics–research based on observational data gathering–is critical to understanding visitor and market behavior. There are actually a few types of analytics. Web Server Log Reports (site statistics) are the oldest form of analytics, typified by products like WebTrends and a host of Open Source products like AWStats. These systems report on the data collected in log files maintained by your webserver, logs that track the time and date stamp of every web page and every image served up by the webserver. Site stats deliver reports such as most popular pages on your site, top entry pages, top exit pages, overall pages served, and overall number of “hits” (the number of resources served by the webserver, now considered an almost meaningless metric, since these days a single web page with 4 javascript calls and 12 images represents 17 hits). Path Analysis is used to track every individual who comes to a site, and every page they visit. This type of analysis, performed by products like Adobe/Omniture SiteCatalyst and iMedia Analytics, collects a lot of data and delivers a lot of intelligence, including: heat maps, reports that tell you which links on any given page are getting the most clicks, page-dotting, the tracking of every variable in the visitor’s web site session, which can tell you things like which items they abandoned in their shopping cart, click-path analysis, or the most common paths that users are taking through your site, providing insights into things like user interface strengths and deficiencies, and real-time story trending, the ability to see almost instantly which of your stories is “going viral” and which are languishing. Another category is what I call Broad-spectrum External Analytics, which collect a certain amount of page data (generally less than the other methods, but still enough to deliver powerful reports), by adding a bit of code to your web page that sends data to an external, third party system (like Google Analytics or Alexa). The third party system then correlates that data against more general data that they have unique access to, like comparative metrics of other sites. The ability to correlate external data across the Internet enables some of these external analytics engines, like Radian6 and Nielsen BuzzMetrics, to specialize in social analytics, monitoring the social media conversations across thousands of sites. These will tell you if your stories or your brand are going viral, and where. Google Analytics But to many newsrooms, analytics is almost synonymous with Google Analytics, or GA, the (currently) free service provided by Google. GA provides a great deal of useful information, and you can’t beat the price! Here is a report from the first days after launching Blogging Writes. As you can see, I received 214 visits, from 124 unique visitors. This means that they were uniquely identified by GA by their IP address and computer hostname–just some of the data that Google collects. Of course, if someone read a posting at work, and then that same person went home and read another posting, they would be counted as two...
read moreHow To Do SEO Right
In two previous posts I wrote about why you need to optimize for search engines and what that means. In this post I give a series of checklists for what editorial, marketing, and technology needs to do to boost readership using SEO. SEO Part 3: How To Do SEO Right SEO is often delegated to the technology team, with the instructions “just optimize the site for SEO.” There are certainly technology best practices in SEO, but they tend to be easily implemented by any reasonably good dev team. The bulk of SEO work is actually in marketing, content production, reporting, and analysis. You can’t just hand SEO over to developers expecting them to drive more search traffic to the site, or to magically raise the page rank. A lot of the responsibility belongs to marketing and editorial. Since this is a blog and not a book, I’ve broken out the “How to SEO” into three sets of simple checklists, for editorial, marketing, and technology: Editorial SEO Search engines use programs called “crawlers” or “robots” to analyze your site. These crawlers are not very smart; they don’t look for Pulitzer prize-winning stories. They only check for new pages, see what pages have been updated, and most important, they look for keywords and rank content by keyword relevance. Your stories have to be tagged; tags are your search keywords, and are important both for readers, who search using keywords, and for robots, who index you in a search engine using those same tags. Make sure that tags reflect actual page content. Remember all proper nouns (People, Places, Things, Events), synonyms, and even common permutations. Some clever taggers even include common misspellings (not necessarily a good idea when tags are prominently displayed in a list next to your story, like HuffPo does). Remember that keywords are the words a person might type into a search engine; don’t choose phrases no one would ever actually type, and don’t pick phrases that are popular but would cause them to be dismayed that they linked to you. So if the story isn’t really about Lady Gaga, don’t add her as a tag, even if it might drive crazy traffic to your story. (Note that I did not use her as a tag for this post.) Write in a way to optimize keyword density without making it sound stupid. Ultimately, write for people, not robots. Write something meaningful; sales copy rarely ranks as high as generally informative copy because fewer sites link back to it. Search engines love rich content, especially video and images. So think about adding a photo or two, appropriately tagged. Optimize content for keyword density (within reasonable editorial bounds): you want your most important keywords to appear prominently in headings, body text, and image title text. Think about the SEO impact of your headings and headlines; in search optimized publishing systems, the headline of your article will also become the title tag and URL string. Include cross-references to other relevant content. It not only drives more clicks, it helps cross-index your site. If you use a metadata-friendly CMS, remember to add as many tags (keywords) to your content as possible, especially to pages rich in video or images. Remember to include potentially important meta-data in your article, like topic, geographic area served, author, publish...
read moreFrom Newspapers to Digital Media: Follow John Paton
I have to take a short break from my SEO series to comment on an article that appeared this past Saturday in the Irish Times: “Narrowing the gap between old and new media is the future.” This article compares and contrasts “old media traditionalist” Alan Crosbie, chairman of Thomas Crosbie Holdings (Irish Examiner and the Sunday Business Post) against “new media messiah” John Paton, CEO of Digital First Media (the second-largest U.S. media chain). The Irish Times article is unrelentingly harsh in its portrayal of Alan Crosbie, who does have a few legitimate reasons for his fear and loathing of new media and the Internet. After all, TCH hasn’t been that effective in tapping into digital revenue, and free online news without a revenue model can undermine the value of print newspapers. But Crosbie’s concerns seem to be more directed at preserving quality reporting and what he calls “provenance,” which I call the responsibility and accountability expected of journalists, especially in terms of unbiased reporting and fact-checking. It reminds me of the book by Andrew Keen, The Cult of the Amateur: How Today’s Internet is Killing Our Culture. In an interview on the PBS News Hour, Keen said: “The key argument is that the so-called ‘democratization’ of the Internet is actually undermining reliable information… with user-generated content, we’re actually doing away with information, high-quality information, … and replacing it with user-generated content, which is unreliable, inane, and often rather corrupt.” (18 September 2007) The Irish Times reporter Shane Hegarty goes on to extol the approach taken by John Paton, who has gained a reputation not only for embracing digital media, but for inviting the barbarians–citizen journalists–into the keep. Paton is a remarkable figure, and is a likely hero in the drama that pits traditional print against new media. His blog Digital First documents his progress in the turnaround of Journal Register Company (and now Digital First Media) over the past year, and provides candid, transparent insights into his thoughts and approach. It is a remarkable journey well worth reading by anyone in the newspaper industry. I very much admire Paton: his fearless dash into the digital world, his unflinching belief in online news revenue, his willingness to experiment, and his recognition that citizen journalism can increase story inventory without lowering journalistic standards, while improving reader engagement and community-building. I have faith in citizen journalism, while recognizing that editorial will always have a role in managing, moderating, and validating outside content. In March of 2009 I offered this insight to the DNAinfo.com team: “Today, news consumers don’t want to simply read the news; they want the news to interact with them. They want to customize, rate, comment on, share, and become a part of the news process…. In order for subscribers to embrace our news content, they need to be able to personalize content to their needs and tastes, share their interests and opinions with others, and contribute to the news themselves.” Sometimes journalists need a nudge in the right (digital) direction, and in the face of uncertainty, sometimes they just need to be motivated to experiment. Like Paton, in 2010 the managing editor at DNAinfo.com also issued Flip video cameras to the reporters, making everyone a new media journalist. These sorts of moves aren’t precisely innovation, but they are a move in the right direction. I...
read moreWhat is SEO?
In my previous post I discussed why you need to optimize for search. In this next installment of the SEO series, I explain a bit about what SEO really is. SEO Part 2: So what is SEO? Search engine optimization is the art and science of making your web pages rank as high in the natural search rankings as possible. Google is the largest search engine, with Microsoft’s Bing a distant second. Your placement on a search engine, or “page rank,” is a complex algorithm generally based on these attributes: Age of site (time since the site was established) Number of hits to the site (overall site traffic) Popularity (number of unique visitors and repeat visitors) Number of inbound links (links to your site from other sites) Quality of inbound links (high page rank sites will increase your page rank; low page rank sites not so much) Keyword density (based on keyword relevance as discovered by search crawlers, aka robots) Secondary characteristics like media, type, source, and domain Page rank is a measurement of the relative importance of your site according to the search engines. Like the Richter scale, it is a logarithmic scale, meaning that a rank of 5 is ten times higher than a rank of 4. For example, here are the page ranks of several major news sites: The New York Times: 9 The Wall Street Journal: 8 The Guardian: 7 Irish Independent: 7 The top 100 bloggers range from page rank 8 for blogs like The Huffington Post, Gawker, and The Onion (all 3 use a blogging platform for their CMS and are considered blogs) to page rank 6 for today’s #100 spot, a popular fashion blog. These are updated daily on http://technorati.com/blogs/top100. Secondary characteristics are very important, and include: Media: Search engines like rich media, especially video. As we’ll discuss in an upcoming posting, video and images can increase your “Google juice.” Type: News itself gets special treatment in a search engine; blogs and social networking also increase Google juice. Source: Official news agency sites (especially government and community sites) typically get higher rankings as trusted sources. Domain: Your domain name (including your subdomain and your domain extension, like .com, .org, .co.uk, or .tv) can identify your main keywords as well as your region. That’s why separated hyphenated words are sometimes better than a word mashup in a domain name, and for example, a .ie domain extension is more powerful if you want to be found in Ireland. Even how long before a domain name expires may affect page rank (this is an unconfirmed yet oft-quoted assertion made by domain registrars who have a vested interest; it is based on a 2005 Google patent). Search engines and news aggregators (Google, Yahoo, MSN/Bing and AOL) treat news as “high ranking” for any given day (i.e. the value degrades over time, unlike research content) and news stories are often given special placement, such as in news.google.com or news.yahoo.com. Google News reports: “Our articles are selected and ranked by computers that evaluate, among other things, how often and on what sites a story appears online. We also rank based on certain characteristics of news content such as freshness, location, relevance and diversity. As a result, stories are sorted without regard to political viewpoint or ideology and you can...
read moreSEO and SEM for News
In Blogging Writes thus far I have discussed the state of the newspaper industry, and started to present some of the innate strengths that the industry can leverage in order to survive. But I also want to dedicate a good few postings to very practical matters, balancing between those that drive news revenue and those that drive visitor traffic and reader engagement. Search Engine Optimization (SEO), and its paid counterpart, Search Engine Marketing (SEM), are critical for the success of a news site. They are one of the primary drivers of online traffic (circulation). No matter how good the editorial product, word-of-mouth viral growth will always need a boost from SEO. There are many web sites that discuss SEO, and there are many especially bad how-to sites (based more on myths and just plain voodoo than on fact). As an SEO expert it’s tempting to write about SEO generically and try to dispel some of the common misconceptions, but that’s likely to drive some controversy and confuse the point of this blog. Instead, I’m going to focus on the art and science of SEO as it relates specifically to the news industry. This will be a multi-part series, covering the following topics: Why optimize for search? What is SEO? How to SEO The Art of Tagging Photos, Video, and Google Juice Paying for Clicks: Search Engine Marketing Part 1: Why optimize for search? Search, the act of looking something up on a search engine like Google or Bing, ranks second to email use as the most popular activity online. Over 50% of Internet users perform a search on a typical day. In fact, search is well ahead of other popular internet activities, such as checking the news, which 39% of internet users do on a typical day, or checking the weather, which 30% do on a typical day. (source: Jim Jansen, Pew Research/Internet and American Life Project, 2010, based on original research by Deborah Fallows, PhD. ) Why is this relevant to news? Search has become increasingly important as the starting point for news consumption. As early as 2010 the Pew Project for Excellence in Journalism reported: “Younger generations especially begin their news consumption through search.” (The State of the News Media 2010) Many editors and publishers mistakenly think that their Home page is the main entry page to their site. As a result, they think about the site design and architecture in terms of its flow from the Home page. But that is deeply flawed thinking. In the news industry, where brand loyalty is generally low (the subject of yet another Pew Research report), and content has become highly commoditized, the home page can represent less than 1% of overall direct traffic. Direct traffic is traffic that originated elsewhere, so this measures how visitors first come to your site. If you are like most online news outlets, as much as 90% of the direct traffic to your site comes from a search engine like Google or Bing, directly to your individual story pages. How does this effect your thinking about site visitors and their traffic patterns? First, it means that home page design is far less important than once thought. It is true that the home page is important for your brand identity. Often the very next page a visitor clicks...
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