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☆ Who could buy TikTok?
▼ + stars: | 2024-04-25 | by ( Brian Fung | ) edition.cnn.com time to read: +6 min

Still, the company is under such close scrutiny that it would be a poor candidate to buy TikTok, experts say. If you were to tell me it’s Verizon, or AT&T, maybe it’s not as big of a problem.”Jasmine Enberg, principal analyst at Emarketer, highlighted a paradox: Only the largest, most dominant tech giants may have the resources to buy TikTok. Microsoft had been one of the handful of contenders to buy TikTok in 2020 when President Donald Trump first pushed for a sale. A former Trump Cabinet official enters the frayIn a move that caught many by surprise, former Trump Treasury Secretary Steven Mnuchin announced last month that he is putting together a team of investors to buy TikTok. As with Mnuchin, O’Leary has said a potential acquisition of TikTok may have to exclude TikTok’s algorithm.

Persons: Joe Biden, There’s, ”, Gene Kimmelman, Jasmine Enberg, ” Enberg, TikTok’s, Donald Trump, TikTok, Steven Mnuchin, Mnuchin, ” Oregon Democratic Sen, Ron Wyden, Trump, who’ve, Kevin O’Leary, O’Leary Organizations: CNN, Facebook, Google, Meta, Federal Trade Commission, FTC, Department, YouTube, Microsoft, Intel, Cisco, Verizon, Emarketer, Activision Blizzard, Walmart, Oracle, Project Texas, Texas, Trump Cabinet, Trump Treasury, Trump, ” Oregon Democratic, Washington Post, O’Leary Ventures Locations: United States, TikTok, ” Oregon

☆ 3 takeaways from new data on how much money creators are making in 2024, including why affiliate marketing is having a 'glow up'
▼ + stars: | 2024-04-11 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

Creators' earnings are still on the rise, but the ways in which they make money are changing. New data from market-research firm eMarketer, Business Insider's sister company, forecasts that creator revenue from social media will rise by 16.5% year over year to $13.7 billion in 2024. While brand partnerships remain the primary income source for creators, affiliate marketing is getting a "glow up" this year thanks to platforms like TikTok and YouTube, according to research-analyst Jasmine Enberg. A creator usually has several income streams, from brand partnerships to affiliate marketing to launching courses. Affiliate marketing is also popular on Instagram and YouTube, with the latter doubling down recently with its own affiliate-marketing program .

Persons: Jasmine Enberg, it's, Enberg, Janesha Moore, Moore Organizations: YouTube, Business, US

☆ X is fishing for more creators. Some won't bite.
▼ + stars: | 2024-03-25 | by ( Lloyd Lee | ) www.businessinsider.com time to read: +5 min

X has been trying to lure more creators to host on the platform through its ad-revenue program. But one survey showed that only 5% of creators want to use X as their main platform, per WSJ. AdvertisementMany large advertisers have pulled out of the X platform since Musk's takeover due to concerns about brand safety, lax content moderation, and even Musk's own posts. But as Musk acknowledged last year, the exodus could be an issue for content creators hoping to see a substantial payout from their posts. An official account for X's creator program also touted some of the platform's achievements since Musk's takeover.

Persons: —, Elon, Musk, X, Jasmine Enberg, Chris Reilly, Joe Benarroch, Benarroch, Samir Chaudry Organizations: Service, Street Journal, Intelligence, The

☆ Meta is trouncing Snap in Digital ads — here's why
▼ + stars: | 2024-02-06 | by ( Jonathan Vanian | In | ) www.cnbc.com time to read: +2 min

In this screengrab, CEO of Snap Inc. Evan Spiegel takes the stage at the virtual Snap Partner Summit 2021 on May 20, 2021 in Los Angeles. The online ad market is bouncing back. Snap reported an increase of just 5% year-over-year, its sixth straight quarter of single-digit growth or a decline in sales. For the first quarter, Snap projected revenue of $1.095 billion to $1.135 billion, which would equal growth of between about 11% and 15%. Broadly, the digital ad market is recovering from a brutal 2022, when soaring inflation and rising interest rates led brands to reel in spending.

Persons: Evan Spiegel, Meta, Jasmine Enberg Organizations: Snap Inc, Facebook, Google, Microsoft, Insider Intelligence Locations: Los Angeles, Paris

☆ We love to hate on LinkedIn. Audiences and ad dollars keep rolling in.
▼ + stars: | 2024-01-24 | by ( Jasmine Enberg | ) www.businessinsider.com time to read: +6 min

AdvertisementA few months later, Bloomberg gave the opposite assessment of the platform, declaring that "LinkedIn is cool now." In 2024, the platform is poised for more growth - and LinkedIn creators will play a major role in its development. Most of that content comes from LinkedIn creators, many of whom have built strong followings and some of whom are monetizing their audiences. "Cringe" can be lucrativeHeavy LinkedIn users aren't just older, they're also well-educated. While LinkedIn has long been central to B2B social marketing strategies, B2C marketers are increasing investment, driving up ad prices and spending.

Persons: Gen, Jasmine Enberg, —, Jordan Davis, I'm, Davis, Zers, they're, Snoop Organizations: Intelligence, Service, LinkedIn, Bloomberg, Facebook, Microsoft, Twitter, Pew Research Center

New York CNN —Walmart confirmed on Friday that it is not advertising on X, the social media platform owned by Elon Musk and formerly known as Twitter. “We aren’t advertising on X as we’ve found other platforms to better reach our customers,” a Walmart spokesperson said in a statement to CNN. A number of prominent brands paused their advertising on X, last month following Musk’s public embrace of an antisemitic conspiracy theory favored by White supremacists. “I don’t want them to advertise,” Musk said at the New York Times DealBook Summit in New York. “If anyone is killing X, it’s Elon Musk – not advertisers,” she said.

Persons: Elon Musk, White supremacists, Joe Benarroch, Musk, dumbest, ” Musk, ”, didn’t, Craig Atkinson, CNN it’s, Big, they’re, Jasmine Enberg, it’s Elon Musk, “, Personally, ” Enberg, Benjamin Netanyahu, Isaac Herzog, Israel “ wasn’t, he’s, – CNN’s Jennifer Korn Organizations: New, New York CNN, Walmart, Elon, CNN, Reuters, New York Times DealBook, Disney, Paramount, Comcast, Lionsgate, Warner Bros, Insider Intelligence, Intelligence, Israeli Locations: New York, Israel

☆ What the "Letter to America" backlash could mean for the first major "TikTok election"
▼ + stars: | 2023-11-22 | by ( Jasmine Enberg | ) www.businessinsider.com time to read: +6 min

Osama Bin Laden's 2002 "Letter to America" went viral, sparking discourse on TikTok's misinformation problem. 2024's "TikTok election" will have a major impact on how people consume political news. TikTok videos of American users sympathizing with the letter sparked shockwaves and a deluge of commentary that reverberated far beyond the 'For You' feed. But many of those posts contained the few dozen TikTok videos in question, and their rapid spread and the ensuing backlash emphasize the dilemma that TikTok faces ahead of what is already shaping up to be a contentious election year. A post on X containing #LettertoAmerica TikTok videos, for example, has racked up over 32 million views and was still up on the platform on Friday, even after TikTok had removed many videos from its own platform.

Persons: Osama Bin, —, TikTok, hashtag, hasn't, Gen, Biden, Meta's Organizations: Service, CNN, Republican, Intelligence, Pew Research Center, Facebook, TikTok Locations: America, Brookings, Facebook's

Musk has dismantled core features of what made Twitter, Twitter — its name and blue bird logo, its verification system, its Trust and Safety advisory group. “We’re still negative cash flow," he posted on the site on July 14, due to a about a "50% drop in advertising revenue plus heavy debt load." Insider Intelligence estimates that X will bring in $1.89 billion in advertising revenue this year, down 54% from 2022. “Even though the cultural relevance of Twitter was already starting to decline," before Musk took it over, "it’s as if the platform no longer exists. Usually when a social platform, starts to lose its relevance there are at least some external factors at play, but that’s not the case here.”

Persons: Elon Musk, it's, hasn’t, Jasmine Enberg, Musk, ” Enberg, —, Ian Bremmer, “, algorithmically, ” It's, We’re, ”, Linda Yaccarino, it’s, that’s Organizations: FRANCISCO, —, Twitter's San, Twitter, Media Matters, European Commission, NBC, Facebook, Meta, Google, ., Intelligence Locations: Twitter's, Twitter's San Francisco, Maine, Israel

☆ Meta's Threads struggles to grow amid rivalry with Elon Musk's X, ranking ahead of only Tumblr
▼ + stars: | 2023-09-26 | by ( Jonathan Vanian | ) www.cnbc.com time to read: +3 min

Meta's Threads real-time messaging app is struggling to attract new users like it did during its blockbuster July debut. Insider Intelligence said it expects Threads to have 23.7 million U.S. users in 2023, far behind Facebook, Instagram and TikTok, which have 177.9 million, 135.2 million and 102.3 million users, respectively. When Threads debuted, it rapidly gained millions of users due in part to its easy sign-up process for existing Instagram users. "Threads received an initial boost from Twitter's missteps, but it can't rely on X defectors to continue to grow," Insider Intelligence principal analyst Jasmine Enberg said in a statement. "Assuming Musk doesn't backtrack, the move will likely alienate more X users and potentially increase advertiser interest in Threads," Enberg added.

Persons: Meta, Elon Musk, Jasmine Enberg, Musk, Benjamin Netanyahu, Enberg, Mark Zuckerberg, TikTok Organizations: Intelligence, Facebook, Insider Intelligence, Tesla, Israeli, CNBC

☆ TikTok's strategy for US dominance is straight out of Amazon's playbook — but creators are the fuel for its flywheel
▼ + stars: | 2023-09-25 | by ( Jasmine Enberg | ) www.businessinsider.com time to read: +5 min

TikTok launched its e-commerce platform, TikTok Shop, on September 13, 2023. The social app's shopping business will be driven by FOMO and trends, fueled by its avid community of creators. After months of testing, TikTok this month launched TikTok Shop, an in-app commerce solution including shoppable short and live videos, checkout, TikTok Shop ads, fulfillment, and a marketplace accessible through a separate Shop tab. It has a roadmap and deep resources in parent company ByteDance, which can afford the $500 million loss TikTok Shop is expected to face this year. TikTok's commerce business will be driven by trends and FOMO, packaged up and delivered to users by creators.

Persons: TikTok, Jasmine Enberg Organizations: Intelligence, Google, Media, Meta, YouTube, Shop, Amazon Prime

Currently, TikTok spokesperson Laura Perez said more than 200,000 sellers have registered for TikTok Shop. ByteDance, the Beijing company that owns TikTok, already runs a thriving social media marketplace on Douyin, its twin video app for the Chinese market. “No social app has really been able to master e-commerce in the U.S.,” said Jasmine Enberg, a social media analyst at Insider Intelligence. Critics have levied accusations that the social media giant could be a tool for China’s government to surveil Americans. The company said TikTok shop will offer a secure checkout process and that all of its U.S. user data is stored and managed by servers maintained by the software giant Oracle.

Persons: —, TikTok, Laura Perez, TikTok’s, Perez, hasn't, “, ”, Jasmine Enberg, “ TikTok, Enberg, OtterBox Organizations: TikTok, Meta, Intelligence, Insider Intelligence, Amazon, U.S, Oracle Locations: U.S, Beijing, Asia, China

☆ Snap’s Sales Fall for the Second Time in a Row
▼ + stars: | 2023-07-25 | by ( Yiwen Lu | More About Yiwen Lu | ) www.nytimes.com time to read: +1 min

Over the past year, the company has performed layoffs, reordered the priority of some of its business initiatives and reorganized some of its executives to deal with the challenges. Yet even as slower ad spending has buffeted large tech companies such as Google and Meta over the past year, Snap’s issues have been particularly difficult. As a smaller social media company with a narrower audience, it is not always the first stop for advertisers. And it faces intense competition from rivals like TikTok, which has gained users more rapidly and is now bigger than Snap. To diversify where it makes money, Snap rolled out a subscription service called Snapchat+ last year, and it has gained more than four million users.

Persons: Evan Spiegel, Jasmine Enberg, ” Organizations: Google, Insider Intelligence

☆ Musk risks even more damage to Twitter's business as the messaging app changes name to X
▼ + stars: | 2023-07-24 | by ( Jonathan Vanian | ) www.cnbc.com time to read: +5 min

Elon Musk announced that there will be a rebranding of Twitter soon, and speculation points to the implementation of X.Elon Musk has long been enamored with the letter X. Musk had already converted Twitter's corporate name to X Corp, which itself is a subsidiary of X Holding Corp, as revealed in an April court filing. Musk's desire to turn X into a super app requires "time, money and people," which Twitter "no longer has," said Proulx. "Twitter's rebrand is a reminder that Elon Musk, not Threads or any other app, is and has always been the most likely 'Twitter killer,'" Enberg wrote. WATCH: Elon Musk wouldn't be who he is without 'demon mode' and his drive.

Persons: Elon Musk, that's, China's, Mike Proulx, Musk, " Proulx, didn't, It's, X.com, adieu, Linda Yaccarino, Proulx, Ralph Schackart, William Blair, Jasmine Enberg, Enberg, Elon, wouldn't Organizations: Twitter, Forrester, X Corp, X Holding, SpaceX, PayPal, Facebook, Google, CNBC, Insider Intelligence

☆ Meta's Twitter rival Threads explodes to 50 million sign-ups one day after launch
▼ + stars: | 2023-07-07 | by ( Lauren Feiner | ) www.cnbc.com time to read: +4 min

In this photo illustration, the Threads logo by META is displayed on a smartphone with Twitter logo in the background. Meta's new Twitter competitor Threads has exploded in growth in its first full day since its public debut Wednesday night, fueled by Instagram's already massive userbase. The booming growth is helped along by the fact that Threads is tied to an existing social network, Meta's Instagram. "No one on the Threads engineering team is a former Twitter employee," Meta's communications director, Andy Stone, wrote on Threads in response to the letter. WATCH: Meta's Threads is not Twitter killer, but will pose real threat to Twitter's growth: Analyst

Persons: Jasmine Enberg, Elon Musk, Alex Spiro, Andy Stone, That's, aren't, Enberg, It's, Axios Organizations: Meta, Insider Intelligence, Twitter, Facebook, Republican, White Locations: Europe, Instagram

☆ Meta's Threads swiftly signs up 30 million users, in clear threat to Musk-owned Twitter
▼ + stars: | 2023-07-06 | by ( Aditya Soni | ) www.reuters.com time to read: +5 min

Mastodon, another Twitter-like app, has 1.7 million monthly active users, according to its website, while Twitter co-founder Jack Dorsey-backed Bluesky has about 265,000 users. Twitter had 229 million monthly active users in May 2022, according to a statement made before Musk's buyout. THREADS HAS CERTAIN LIMITATIONSMeta's Threads app logo is seen in this illustration taken July 4, 2023. Threads does not have hashtags and keyword search functions, which means users cannot follow real-time events like on Twitter. Currently there are no ads on the Threads app and Zuckerberg said the company would only think about monetization once there was a clear path to 1 billion users.

Persons: Zuckerberg, Elon Musk, Mark Zuckerberg, Twitter's, Jasmine Enberg, Twitter, Meta, Niklas Myhr, Jack Dorsey, Bluesky, Dado Ruvic, hasn't, Marques Brownlee, Linda Yaccarino, Musk, Pinar Yildirim, Aditya Soni, Yuvraj Malik, Bansari Mayur, Akash Sriram, Shounak Dasgupta Organizations: Meta, Twitter, Intelligence, Chapman University, REUTERS, Facebook, University of Pennsylvania's Wharton, Thomson Locations: Las Vegas, Bengaluru

☆ Meta's Threads is a serious threat to Musk-owned Twitter, analysts say
▼ + stars: | 2023-07-06 | by ( Aditya Soni | ) www.reuters.com time to read: +5 min

While Threads is a standalone app, users can log in using their Instagram credentials, which makes it an easy addition for Instagram's more than 2 billion monthly active users. Twitter, by comparison, had 229 million monthly active users in May 2022, according to a statement made before Musk's buyout of the social media platform. Mastodon, another Twitter-like app, has 1.7 million monthly active users, according to its website, while Twitter co-founder Jack Dorsey-backed Bluesky has about 265,000 users. Threads does not have hashtags and keyword search functions, which means users cannot follow real-time events like on Twitter. Overall, analysts said Threads was a strong competitor to Twitter, which has been rocked by abrupt decisions by Musk.

Persons: Elon Musk, Kim Kardashian, Gordon Ramsay, Niklas Myhr, Mark Zuckerberg, Pinar Yildirim, Jack Dorsey, Bluesky, Zuckerberg, Musk, Jasmine Enberg, Marques Brownlee, hasn't, Aditya Soni, Yuvraj Malik, Bansari, Shounak Dasgupta Organizations: Twitter, Chapman University, Facebook, University of Pennsylvania's Wharton, Intelligence, Bloomberg News, Union, Thomson Locations: Las Vegas, Bengaluru

☆ Zuckerberg-Musk fight's first round: Meta launches 'Twitter Killer' Threads app
▼ + stars: | 2023-07-06 | by ( Katie Paul | ) www.reuters.com time to read: +6 min

[1/2] Meta's Threads app and Twitter logos are seen in this illustration taken July 4, 2023. Welcome to Threads," Zuckerberg wrote in his first post on the app, along with a fire emoji. Instagram users who sign up for Threads automatically have a badge affixed to their Instagram profile, but can opt to hide it. "The reality is that Meta doesn't need to convert Twitter power users into Threads users" to succeed, she said. Zuckerberg, responding to a user who predicted Twitter's demise about an hour after the Threads launch, cautioned patience.

Persons: Dado Ruvic, Mark Zuckerberg, Elon Musk, ramping, Zuckerberg, Meta, Danni Hewson, AJ Bell, Musk, hasn't, Instagram, Shakira, Sheryl Sandberg, Ryan Detert, Jack Dorsey, Dorsey, Jasmine Enberg, Katie Paul, Sheila Dang, Chavi Mehta, Bansari, David Gregorio, Christopher Cushing Organizations: REUTERS, Twitter, Brands, Billboard, HBO, NPR, Netflix, Meta, Insider Intelligence, Thomson Locations: Las Vegas, Instagram

☆ Zuckerberg-Musk fight is on: Meta launches 'Twitter Killer' Threads app
▼ + stars: | 2023-07-06 | by ( Katie Paul | ) www.reuters.com time to read: +5 min

[1/2] Meta's Threads app and Twitter logos are seen in this illustration taken July 4, 2023. Welcome to Threads," Zuckerberg posted on the app, along with a fire emoji. "I find it hard to imagine that the most avid loyal Twitter users who go to Twitter for that type of culture will defect and go immediately to Threads." Still, she said, Meta only needs to convince a quarter of Instagram's users to join Threads in order to rival Twitter's size. "The reality is that Meta doesn't need to convert Twitter power users into Threads users."

Persons: Dado Ruvic, Mark Zuckerberg, Elon Musk, Zuckerberg, Meta, Danni Hewson, AJ Bell, Musk, Matt Navarra, Shakira, Sheryl Sandberg, Ryan Detert, Jack Dorsey, Dorsey, Jasmine Enberg, Katie Paul, Sheila Dang, Chavi Mehta, Bansari, David Gregorio, Christopher Cushing Organizations: REUTERS, Twitter, Meta, Google, Brands, Billboard, HBO, Variety, Insider Intelligence, Thomson Locations: Las Vegas, Instagram

July 3 (Reuters) - Elon Musk's move to temporarily cap how many posts Twitter users can read on the social media site could undermine efforts by the company's new Chief Executive Linda Yaccarino to attract advertisers, marketing industry professionals said. Under the new cap, unverified accounts were initially limited to 600 posts a day with new unverified accounts limited to 300. Verified accounts could read 6,000 posts a day, Musk said in a post on the site. Hours later, he said the cap was raised to 10,000 posts per day for verified users, 1,000 per day for unverified and 500 posts per day for new unverified users. Kai-Cheng Yang, researcher at Indiana University in Bloomington, said that the limits appeared to be effective in blocking third parties, including search engines, from scraping Twitter data like before.

Persons: Elon Musk's, Linda Yaccarino, Musk, Yaccarino, Mike Proulx, Forrester, Lou Paskalis, Jasmine Enberg, Kai, Cheng Yang, Jody Godoy, Sheila Dang, Akash Sriram, Burton Frierson, Nick Zieminski Organizations: Financial Times, AJL Advisory, Bank of America, Twitter, Insider Intelligence, Indiana University, Thomson Locations: Bloomington, New York, Dallas, Bengaluru

☆ Marketing leaders are urged to be bold and align with purpose — as long as it's true to the brand
▼ + stars: | 2023-06-21 | by ( Julia Hood | ) www.businessinsider.com time to read: +5 min

Insider convened a panel of leaders from Diageo, Mastercard, and Goodby, Silverstein & Partners at Cannes Lions. The speakers said it's important to understand your brand's context in order to decide what purpose initiatives it should align with. Marketing leaders were urged not to let external pressures — like those recently faced by Bud Light and Target — keep them from taking risks and aligning with purpose. Goodby spoke about how important it is to understand the brand "context" when creating these kinds of campaigns. "Every brand has a context ... and the context of your brand has to be taken into account," he said.

Persons: Bud Light, Raja Rajamannar, Cristina Diezhandino, Jeff Goodby, Silverstein, Jasmine Enberg, Joi, Marie McKenzie, McKenzie, Gen Z, Diageo's Diezhandino, Goodby, Rajamannar, Intelligence's Enberg, Enberg Organizations: Diageo, Mastercard, Silverstein, Partners, Cannes Lions, Morning, Cannes Lions International, Insider Intelligence, BMO Locations: Spain

☆ Welcome to CMO Insider. Here's what you can expect from our new, dynamic platform.
▼ + stars: | 2023-06-21 | by ( Julia Hood | ) www.businessinsider.com time to read: +2 min

CMO Insider is the place for marketing leaders to share, commiserate, and convene. Welcome to CMO Insider, our new, enduring platform for marketing leaders to learn, share, and network. I want to tell you what to expect from this destination, and how marketing leaders can get involved. I tell you all this because it goes to the heart of what we want to do with CMO Insider. Regular readers of Insider know that we engage with our audience through personal and first-person storytelling.

Persons: Raja Rajamannar, Cristina Diezhandino, Jeff Goodby, Silverstein, Jasmine Enberg, Ziad Ahmed, Auli'i Cravalho, Ahmed, Cravalho Organizations: Cannes Lions International, Creativity, Cannes Lions, Mastercard, Diageo, Partners, Insider Intelligence, JUV Consulting Locations: verticals

☆ Chinese apps remain hugely popular in the U.S. despite efforts to ban TikTok
▼ + stars: | 2023-05-29 | by ( Lauren Feiner | ) www.cnbc.com time to read: +15 min

But while TikTok has been the one in the spotlight, other Chinese apps that present similar issues are also experiencing massive popularity in the U.S. Gorman said as the U.S. considers the threat posed by TikTok, it will also need to develop a framework for how to evaluate the relative risk of Chinese apps. But in the meantime, U.S. consumers continue to turn to Chinese apps. "And then of course, there's the early growth of Lemon8, which suggests that the appetite for Chinese apps in the U.S. is still growing." And some say the most effective long-term solution for curbing the use of Chinese apps may be fostering an environment for robust alternatives to grow.

☆ Black Tech Twitter, trans users and more marginalized groups flock to Bluesky
▼ + stars: | 2023-05-08 | by ( Daysia Tolentino | J.J. Mccorvey | ) www.cnbc.com time to read: +9 min

Her first objective was to get her community, Black tech Twitter, onto Bluesky. Once Black Twitter users started moving to Bluesky, Aveta said, others wanted to follow. Some signs indicate a slowdown among Black Twitter users that predates Elon Musk's purchase of Twitter last year. Aveta said she prioritized moving the Black tech community to Bluesky first to combine social appeal with technical knowledge. Pariss Chandler, the organizer of Black Tech Twitter and the founder of the recruitment platform Black Tech Pipeline, said diversity, equity and inclusion should be considered early in a platform's launch.

"Twitter Blue is a mess. Within the next 48 hours, all but 110 of the most-followed Twitter accounts suddenly had verification through Twitter Blue, indicating Twitter likely gifted the check marks, independent researcher Travis Brown told Reuters. GRADUAL PULLBACKSince the initial rollout of the Twitter Blue service in November, imposter tweets have spread harmful misinformation. Imposter Twitter accounts also tarnished the online reputations of Lockheed Martin Corp(LMT.N) and Nintendo Co Ltd(7974.T). "The volume of imposter accounts seems to depend on several things -- Is the client doing a high profile event that week?

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