Shop Etsy

Build Your Wholesale Business With Trade Magazines

Jul 6, 2010

by caletha

Etsy.com handmade and vintage goods

Caletha_bio.jpgAs editor in chief of Earnshaw’s — a trade magazine covering the children’s apparel, accessories and footwear industries — part of my job is to spot new brands and emerging trends. One of the best parts of putting the magazine together for the last five years has been finding new lines and watching them grow — including some found on Etsy! We are happy to do our part in helping promote these growing companies, as we are a popular resource for finding new product. In each issue we present a carefully curated selection of goods to more than 10,000 retail buyers for mass chains, department stores, specialty stores, independents and e-tailers that carry kids’ and gift items. In this way, the 94-year-old magazine has helped countless businesses expand their distribution beyond a handful of local stores to hundreds — or even thousands — of locations nationwide.

We know there are lots of talented designers on Etsy who are looking for ways to grow their businesses, and trade magazines can help. Unlike a newsstand magazine that targets consumers, trade magazines go directly to store buyers. Exposure in business magazines is hugely beneficial in developing a wholesale strategy, since getting into the store is the first hurdle to putting your products into consumers’ hands. Of course, magazines only have a limited amount of space in each issue (and even online) so sending in an appealing pitch on behalf of your products is essential. The following are some tips on how to break into the industry using a trade publication like ours, and some things to consider before you start.

Determine if you’re ready to wholesale. Don’t bite off more than you can chew! Know your maximum production capacity and don’t oversell. Retailers are unlikely to give a second chance to a brand that ships late or sends poor-quality goods.

Ensure that your product meets all safety regulations. The government has strict safety rules for products designed for use by children. If you’re not aware of the Consumer Product Safety Improvement Act and other regulations for children’s goods, be sure to visit CPSC.gov and subscribe to Earnshaw’s updates (sign up at Earnshaws.com).

Tagline.jpg

littlealouette‘s shop banner with tagline

Develop a unique tagline. Yes, you make cute products, but so do lots of people. Why should someone buy from you instead of another vendor? Answer that question succinctly, and put the phrase in all of your marketing and advertising materials.

Tell the whole story. Honestly, the less an editor has to do in terms of follow-up reporting, the better for you. Make sure your pitch gets to the point quickly by answering the question “What’s new and better about your product?” Also, include quality images of your line, a little background on your company and design career, product descriptions, (wholesale) pricing and your contact information. And before you submit your press kit, have a disinterested party look it over. You could be missing something big!

Trade_good_photo.jpg

 

Girl’s Boutique Swirl Skirt by lakenandlila

Make a quality lookbook. While you don’t need a world-famous photographer to take your product shots, the quality of your images matter, as they reflect the quality of your products. Make sure the lighting is ideal. Consider taking some shots with the garment on a child and others as still-life shots to give the editors options. Try not to crop any part of the product out of the frame and ensure the background is calm — a white wall works great. Always send hi-res art (images that are at least 300 dpi); any photo with a lower resolution will not reproduce well in a print magazine.

Know the publication. No matter where you end up sending your press kit, be sure to review the publication before you submit it. The more you know about the magazine, the better your chances. Look at the type of product it covers and the departments that would make the most sense for your line. Then, tailor your pitch accordingly.

Know the industry’s schedule. Because we’re a trade publication and read by retail buyers, Earnshaw’s shows product six months before they hit the stores. For instance, we will begin to feature Spring ’11 apparel in our upcoming August issue. While retailers buy some product categories (like gifts and accessories) continually, they generally order clothing months in advance. Every publication has an editorial calendar (like ours); make sure to review the schedule to get an idea of when your product category will be considered.

Editorial features and advertisements go hand in hand. While landing an editorial article is a great seal of approval, advertisements pre-sell your goods. Advertising in trade publications gives the impression that your company has reached a certain size and can dependably take on wholesale orders. And, believe it or not, it is an inexpensive way to build market share. As you put together your print advertising budget, here are some things to keep in mind:

Abacus.jpg

Vintage Abacus from TheOrientalist

Check the audit statement. Always ask for a publication’s audit statement, such as those provided by BPA Worldwide, which outlines the number of subscribers a publication reaches and the quality of those readers. Remember that all media revenue is based on circulation. The most expensive aspects of magazines are the paper, printing and postage, so if a publication wants to cut costs, an easy way out is to reduce the number of issues mailed. That’s good for them, but bad for you the advertiser, so stay informed!

Consider frequency. Advertising works on impressions. The more often a potential customer sees your product and/or logo, the more likely they are to act. So if your budget is limited, consider smaller ads in more issues instead of a single full-pager.

Don’t get sticker shock. While the splashy full-page ads are something to aspire to, most start-ups don’t have the budget for them. Inquire about special sections that are designed specifically for smaller advertising budgets. For instance, Earnshaw’s offers a Marketplace section for companies that offer infant and toddler products, and our August Style Incubator package provides an affordable way for new brands to reach our advertisers online and in print.

Bike_ad.jpg

Vintage Bike Ad Woodburned Box by SixthandElm

Don’t alienate potential customers. Every buyer is different. Some like to curl up with magazines and circle products they’re interested in, while others prefer to do their buying online. Many print publications have active websites and allow for a wide variety of advertising options including banner ads, e-newsletter sponsorships and with Earnshaw’s, even video showcases. Ads in both formats will ensure you reach all retail buyers.

Protect your ideas. Beyond garnering more retail orders, advertising also brands your company. Branding is important as it helps retailers associate your unique products with your company. So when the inevitable knock-offs occur, they’ll still think of you as the originator and the go-to brand for that item.

Don’t do it alone. If you have a question about the publication or the market in general, ask! The sales department of any publication should be a wealth of information when it comes to determining which trade shows might be best for you, brainstorming creative marketing ideas and helping you determine how best to allocate your budget.

With a solid editorial and advertising plan, trade magazines can be a successful way for you to expand your presence in an industry. If you’re interested in introducing your company to the children’s market, feel free to send us your pitch at nyeditorial@symphonypublishing.com. To inquire about our advertising opportunities, email robrien@symphonypublishing.com. Best of luck!

Do you have any advice on working with trade publications? Let us know in the comments below!

Articles on the CPSIA | Seller Handbook | Promoting Through Etsy Showcases

All Clothing HALF PRICE Pants w/ Adjustable Waist and Monkey Appliqued Tshirt, Linen Cotton, Baby Boys Clothes, Adjustable Cuff, Size 6 - 18 months. Children's Clothing by Angel Lea Designs
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Little Chick Baby Bodysuit
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NATURAL Teether Organic The HOLEY maple grabbing and exploration teething toy
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148 comments

  • abacusbeadcreations

    abacusbeadcreations said 8 years ago

    So much great information here! Thank you!

  • elizabethwrenvintage

    elizabethwrenvintage said 8 years ago

    A GREAT article! Thanks for the tips!!

  • LoveandKnit

    LoveandKnit said 8 years ago

    Thank you for this article.

  • jodieflowers

    jodieflowers said 8 years ago

    Great info! I sell wholesale too! Stop on in and convo me for great deals!

  • sweetiepiedesign

    sweetiepiedesign said 8 years ago

    great info!

  • PoppySprouts

    PoppySprouts said 8 years ago

    great article with lots of helpful info:) Thank you!

  • candacejean

    candacejean said 8 years ago

    This is wonderful information! Thank you so much!

  • KatHannah

    KatHannah said 8 years ago

    Fabulous advice and all in one article. Thanks so much

  • EvenAndy

    EvenAndy said 8 years ago

    Thanks for the wonderful information!

  • TheFrogAndSheep

    TheFrogAndSheep said 8 years ago

    thanks for the great info :) I'm just start to look into wholesale so this is a great help :D

  • unflappableproducts

    unflappableproducts said 8 years ago

    so much to consider - great article thanks for the info!

  • lamixx

    lamixx said 8 years ago

    thank you

  • AZCreativeStudio

    AZCreativeStudio said 8 years ago

    What a great post! Thank you for this amazing info!

  • LuRuUniques

    LuRuUniques said 8 years ago

    Thanks for all the info.

  • blueroompottery

    blueroompottery said 8 years ago

    Great article! I have done wholesale for 27 years and love it! Still, your advice is appreciated, stop by and take a look!

  • cottonbirddesigns

    cottonbirddesigns said 8 years ago

    Great article!

  • IcingOnTheCupcake

    IcingOnTheCupcake said 8 years ago

    Very helpful! Thank you!

  • SaritaBaby

    SaritaBaby said 8 years ago

    Great article with great information. Thanks!!!

  • ZhivanaDesigns

    ZhivanaDesigns said 8 years ago

    Thanks for sharing all this great info!

  • IlluminatedPerfume

    IlluminatedPerfume said 8 years ago

    Thanks so much!

  • VictoriaGabrielle

    VictoriaGabrielle said 8 years ago

    great info!

  • DreamGallery

    DreamGallery said 8 years ago

    Certainly something to think about and to keep in mind as business grows.

  • SimpleJoysPaperie

    SimpleJoysPaperie said 8 years ago

    Caletha, thank you so much for all of the advice. I hadn't thought of advertising in trade magazines for wholesale orders.

  • PilliPillihandmade

    PilliPillihandmade said 8 years ago

    Thank you!!! *hearts* pilli pilli

  • PursuitsofHappiness

    PursuitsofHappiness said 8 years ago

    Thank you Caletha! Your article contains so much great information.

  • TheKraftRoom

    TheKraftRoom said 8 years ago

    thank you

  • birdie1

    birdie1 said 8 years ago

    Oh the makeup on that baby! Don't like to see that.

  • MartinaMasini

    MartinaMasini said 8 years ago

    Thanks for the tips and for sharing

  • buysomelove

    buysomelove said 8 years ago

    Oh wow! Thanks so much. This article was really inspiring.

  • Threepennybit

    Threepennybit said 8 years ago

    great tips and artical.

  • simplyworn

    simplyworn said 8 years ago

    thank you for the interesting insight

  • tikotikoi

    tikotikoi said 8 years ago

    Thanks for all your information and good advice to help small craft.

  • NestleAndSoar

    NestleAndSoar said 8 years ago

    I appreciate hearing about this part of the craft design industry.

  • thecraftpantry

    thecraftpantry said 8 years ago

    Excellent!! Thanks!!

  • WeeBindery

    WeeBindery said 8 years ago

    Terrific topic! Thank you!

  • Bundled

    Bundled said 8 years ago

    great information! Thank you Caletha :)

  • lovelygifts

    lovelygifts said 8 years ago

    Thank's for the info!

  • Mizdragonfly

    Mizdragonfly said 8 years ago

    Great article! Thank you for sharing. :) Printed and added this post to my "How to Etsy" binder. Next steps: developing a unique tag line.

  • thefortunatehome

    thefortunatehome said 8 years ago

    Wonderful information, much appreciated!

  • ToadLillie

    ToadLillie said 8 years ago

    This is so helpful! Thank you for sharing!

  • urbanheirlooms

    urbanheirlooms said 8 years ago

    That was a wealth of good information. Thank you!

  • VintagePaperParade

    VintagePaperParade said 8 years ago

    Thanks for the tips!

  • piccanoa

    piccanoa said 8 years ago

    information very very wonderful thamkyou.......... xoxo

  • littlealouette

    littlealouette said 8 years ago

    This is fabulous and thank you SO much for highlighting Little Alouette! xo I am sending this to many friends today who are on this path too. Thanks!!!

  • TheGreenGrassGrows

    TheGreenGrassGrows said 8 years ago

    Great tips. Thank you.

  • EdgeInspired

    EdgeInspired said 8 years ago

    Really interesting article. Thank you so much!!

  • BonTons

    BonTons said 8 years ago

    Useful tips and information Thank you

  • campbell732

    campbell732 said 8 years ago

    Wonderful tips. Thank You!

  • clementine1962

    clementine1962 said 8 years ago

    the mag's cover has one of the most beautiful children I have ever seen! An adorable eye-catcher!

  • charmiesonline

    charmiesonline said 8 years ago

    Thanks for the tips.

  • lindaketelhut

    lindaketelhut said 8 years ago

    This is a wealth of information. Thank you for sharing your insights.

  • taymaree

    taymaree said 8 years ago

    thanks for the great and helpful info...!!! Something to get started on...

  • SixthandElm

    SixthandElm said 8 years ago

    Oh, hey, look! There I am! Thanks for the info - I am just starting to build my wholesale pitch, so this was perfect timing. Tellie

  • 2007musarra

    2007musarra said 8 years ago

    Fantastic ideas. I always wondered how I could market my one of a kind vintage jewelry into something more than a hobby. You have given me the perfect spring board to work with and it is much appreciated!!

  • thepatacakebaby

    thepatacakebaby said 8 years ago

    Wonderful information! Thanks!

  • julessabjewelry

    julessabjewelry said 8 years ago

    Wonderful advice and lots of very great tips and information. Thank you so much for sharing. I know I'm not ready for wholesale just yet... Need to do this full time first!

  • ikabags

    ikabags said 8 years ago

    This is wonderful information! Thanks you so much!

  • knottednest

    knottednest said 8 years ago

    Thanks for the information! I've had a few shops approach me for wholesale, but I'm still nervous about taking the steps myself.

  • akcArt

    akcArt said 8 years ago

    Great information! More food for thought!

  • sweetpeatoadtots

    sweetpeatoadtots said 8 years ago

    This is very informative. Thank you sharing :)

  • bluehourdesigns

    bluehourdesigns said 8 years ago

    Excellent article! What a great resource. This is perfect timing for me.....thank you :)

  • LouisestArt

    LouisestArt said 8 years ago

    Thanx!

  • sweetoliviadesigns

    sweetoliviadesigns said 8 years ago

    Great article! Thanks for the tips and information!

  • MontanaSnowVintage

    MontanaSnowVintage said 8 years ago

    great tips! thanks.

  • CuddleBuggComforts

    CuddleBuggComforts said 8 years ago

    Thank you so much. I have sold to one boutique (not at wholesale) and have a few others interested but I don't know if I can afford to sell my items wholesale. After reading your article, I will have to take a deeper look into it's advantages.

  • Simag

    Simag said 8 years ago

    This is wonderful information! :::Thank you so much:::

  • art2theextreme

    art2theextreme said 8 years ago

    Great article! Thanks!

  • StringsnTings

    StringsnTings said 8 years ago

    Thanks for the helpful information!

  • linwoodavenue

    linwoodavenue said 8 years ago

    love this article. i am little alouette's graphic designer and i can't stress enough the importance of good branding. your logo is the customers first impression of you, so it has to be great!

  • VeronicaRStudio

    VeronicaRStudio said 8 years ago

    Thank you for all the tips! This is really useful information!

  • lorenabr

    lorenabr said 8 years ago

    Love the article:)

  • AquaCherry

    AquaCherry said 8 years ago

    Great timing! I was just wanting some answers on this topic. Thanks so much for the advice!

  • caletha

    caletha said 8 years ago

    Thanks, everyone. I'm glad you've found the information useful. Remember, you can read Earnshaw's online and sign up for our daily ebalsts all at Earnshaws.com. Good luck with your businesses.

  • fernfiddlehead

    fernfiddlehead said 8 years ago

    I'm going to sleep with my computer on my head so that I can transmit all this information via osmosis directly to my brain. Thanks!

  • MelroseFields

    MelroseFields said 8 years ago

    Thank you so much for all the wonderful information. There are really great points in this article. Targeting wholesale is the next step for our company so this information is very timely!

  • KateSkirmish

    KateSkirmish said 8 years ago

    Oh my goodness. I work at a toy store and I ALWAYS read our copy of Earnshaw's when it arrives! This was a great article. :)

  • girltuesdayjewelry

    girltuesdayjewelry said 8 years ago

    Such valuable advice! Thank you!

  • BohemiaJewellery

    BohemiaJewellery said 8 years ago

    Really great article - thanks for the great info~!

  • stephaniemonroe

    stephaniemonroe said 8 years ago

    Wow, there's so much more information than I thought. Great article to refer to. Taking notes and bookmarking.

  • ThePaintedPetal

    ThePaintedPetal said 8 years ago

    Thank you for the wonderful advise.. definitely an avenue I'm interested in learning more about!

  • SugarKids

    SugarKids said 8 years ago

    Thank you. A lot of information to take in.

  • strawberryluna

    strawberryluna said 8 years ago

    Incredibly helpful and informative. I love that an insider wrote this article, definitely a lot to chew over and think about, especially since things that I never knew or would have thought of were presented so clearly. Much appreciated. Thank you so much!

  • JoDenesOriginals

    JoDenesOriginals said 8 years ago

    So much great information....thank you!

  • bellasparty

    bellasparty said 8 years ago

    Great article! Thanks!

  • Mimiandlola

    Mimiandlola said 8 years ago

    thanks for the great tips!

  • sewZinski

    sewZinski said 8 years ago

    Wow! this was packed full of applicable information for any crafter trying to reach a larger market or wanting to go wholesale. I'll need to read through several times to soak it all in. Thanks for sharing such wonderful tips from the other side of the fence!

  • KristyLynnJewelry

    KristyLynnJewelry said 8 years ago

    Great article, thanks for all the info.

  • peacocktaco

    peacocktaco said 8 years ago

    great tips! ;)

  • 1starr

    1starr said 8 years ago

    It is wonderful information thank you and also thanks because I thought Etsy did not have any black people on their staff. Whew! Thanks Etsy!!

  • MountainSpices

    MountainSpices said 8 years ago

    Great information

  • prettydarncute

    prettydarncute said 8 years ago

    Great information. Thank you so much. Thanks for including my baby hangers.

  • wrapcycle

    wrapcycle said 8 years ago

    Best article I have read on etsy to date. Extremely useful information. Thank you.

  • princessdoodlebeans

    princessdoodlebeans said 8 years ago

    thanks for the info. something to strive for!

  • mrosi582

    mrosi582 said 8 years ago

    great advice thanks!

  • WhenGuineaPigsFly

    WhenGuineaPigsFly said 8 years ago

    Thanks for posting this. I obviously don't design children's clothing, but this is something that applies to artists across the board. I have yet to approach wholesaling but this will hopefully give me a bit more confidence for moving in that direction this Autumn! : )

  • artbybrooke

    artbybrooke said 8 years ago

    Wonderful article!

  • shopkoolgifts

    shopkoolgifts said 8 years ago

    Great info...Justine of Handmarketer has been through the wholesale process and knows how a person can overextend ones self. Sign up for newsletter. Just google Justine of handmade marketer.

  • RAGGEDedgeGear

    RAGGEDedgeGear said 8 years ago

    How do you find trade magazines? I have looked for ones for our products before and couldn't seem to find one that was appropriate.

  • MamaKs

    MamaKs said 8 years ago

    love it. thanks for doing this.

  • busterandboo

    busterandboo said 8 years ago

    I was just about to ask exactly what raggededgegear asked in the post above mine - I'd love to find a trade magazine that reaches my target audience.

  • thefinaltouchvintage

    thefinaltouchvintage said 8 years ago

    Great article! thank you for the info!

  • Loftymornings

    Loftymornings said 8 years ago

    Great info! Thank you so much. This page is bookmarked for safe keeping.

  • ikabags

    ikabags said 8 years ago

    Helpful, thanks a lot !

  • dylanadesigns

    dylanadesigns said 8 years ago

    thank you for the information, much appreciated.

  • RouDesigns

    RouDesigns said 8 years ago

    Great info.Thank you.

  • queenbjewelry

    queenbjewelry said 8 years ago

    A wealth of information! Thank you!

  • StitchnStudio

    StitchnStudio said 8 years ago

    i am just got my first large wholesale order so this info is great. Thanks

  • sygnetcreations

    sygnetcreations said 8 years ago

    Such a fantastic article. I have bookmarked many of the referenced pages so that I may look into them further. Your detailed tips are much appreciated. I can't wait to get started marketing on a larger level.

  • SquidKid

    SquidKid said 8 years ago

    Awesome! thanks for the info! wholesaling can be a bit overwelming sometimes...

  • patriciasquilting

    patriciasquilting said 8 years ago

    Great information!

  • mybedlinen

    mybedlinen said 8 years ago

    Great info! thanks

  • thesittingtree

    thesittingtree said 8 years ago

    Invaluable information! I am looking to wholesale my patterns and this is a great help. Thanks so much~

  • bbags22

    bbags22 said 8 years ago

    Thanks for the great article!

  • boujiandnouna

    boujiandnouna said 8 years ago

    Thanks for the great info :) I'm just getting started in the wholesale world, so this is very useful!

  • puddlecraft

    puddlecraft said 8 years ago

    I'd never even thought about that, so thank you.

  • ToinoAbel

    ToinoAbel said 8 years ago

    Oh Wow! Thanks very much.

  • InformalElegance

    InformalElegance said 8 years ago

    Caletha, thank you so very much for putting together this helpful article. It answers many questions I've had about marketing to wholesalers. This definetly equips me with some great tools, to prepare myself for targeting the wholesale market. Great article, and lovely pictures of beautiful examples! Thanks

  • tinygiraffeshop

    tinygiraffeshop said 8 years ago

    Thank you, GREAT info!

  • lakenandlila

    lakenandlila said 8 years ago

    Wonderful information! I love selling wholesale and hope to grown my brand that way! Thanks for showcasing my girls lemon twirl skirt! GREAT article. Thank you!

  • DestinysTreasures

    DestinysTreasures said 8 years ago

    Alot of great information:) Thank you for sharing:)

  • AquamarsBoutique

    AquamarsBoutique said 8 years ago

    Great Article! thank you for the enlightment :)

  • MishkaPiaf

    MishkaPiaf said 8 years ago

    loves it

  • ahdQuiltsAndSuch

    ahdQuiltsAndSuch said 8 years ago

    Thank you for putting together this great article. The information you supplied us with is wonderful and it certainly got my juices flowing.

  • monkeyminddesign09

    monkeyminddesign09 said 8 years ago

    Great! thank for all the helpful information! I just started selling wholesale and love it!

  • ezliving

    ezliving said 8 years ago

    Thanks! for great infor!

  • themogulmom

    themogulmom said 8 years ago

    This is fabulous, Caletha - thank you for sharing such detailed information and advice. To Caletha's point - marketing to wholesalers is very different than marketing to consumers. I wrote about it here: http://www.themogulmom.com/2009/09/marketing-to-retailers/ Thanks again, Caletha! As you know, I'm a big fan of Earnshaw's. :D Heather Allard

  • mom2fur

    mom2fur said 8 years ago

    Can you believe, I used to work there back in the 1970s? I think they were having their 75th anniversary at the time. It was the first year of the "Earnie" awards. Do they still do those? The ceremony took place at Windows on the World. And are any of the Hudsons still involved? Tom Hudson was the publisher at the time. If you come across any old articles from about 1977 by "Clare McNally"...that's me! Those were happy times and I hope you are enjoying your work there as much as I did! Best of luck to you!

  • jolinne

    jolinne said 8 years ago

    Thank you for the helpful tips! Great article!

  • shekabeboutique

    shekabeboutique said 8 years ago

    thank you so much for posting my dress i realy love your article thnks again my dear!

  • InformalElegance

    InformalElegance said 8 years ago

    I had to look over it a second time to make notes, and find it to be very helpful. Thanks for the great article.

  • elemegibere

    elemegibere said 8 years ago

    Wonderful!

  • mimmaart

    mimmaart said 8 years ago

    Great article! Thank you :)

  • debs1967

    debs1967 said 8 years ago

    Great article

  • Angelheartdesigns

    Angelheartdesigns said 8 years ago

    Wonderful information, thank you!

  • sexygeekwithattitude

    sexygeekwithattitude said 8 years ago

    thank you! stay sexy!

  • SquidKid

    SquidKid said 8 years ago

    Thanks for this article! is really helpful!

  • PiggybackPacks

    PiggybackPacks said 8 years ago

    very insightful...a BIG thank you to YOU!

  • Giedrecraftideas

    Giedrecraftideas said 8 years ago

    I see it firts and it seems inetersting. I do pictures myself with proffesional camera. This magazine is inspirational for me. Thank you!!!

  • elenione

    Eleni from elenione said 7 years ago

    So much wonderful info! I forwarded it to a few friends.. and now Im going to put some of your tips in action!! Thanks so much!

  • anniekuhndesigns

    Annie Kuhn from TeaHouseGlass said 6 years ago

    Thank you, I am absorbing as much as I can day by day.

  • LittleW

    Kathleen Virtue from LittleWormAndCompany said 5 years ago

    Thank you, lots to think about.

  • FieldsOfVintage

    Fields Of Vintage from FieldsOfVintage said 5 years ago

    Thank you, so much good advice.

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