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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly

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Overview

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition ...

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Overview

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

  • New case studies and current examples are included to illustrate the very latest in marketing and PR trends
  • Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
  • Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
  • David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

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Editorial Reviews

From the Publisher
"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style."
—Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books

"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
Mark Levy, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm

"The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force."
Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact

"I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession."
Stephen Quigley, Boston University

"David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals but also explains strategy, especially the importance of thinking about PR from publics' perspectives, and provides lots of helpful examples. My students loved this book."
Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia.

"For practical P.R. in the age of Twitter, see...The New Rules of Marketing and PR."-- The New York Times

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Product Details

  • ISBN-13: 9780470547816
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 1/12/2010
  • Edition number: 2
  • Pages: 288
  • Sales rank: 619,280
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Table of Contents

Foreword by Robert Scoble.

Welcome to the Second Edition of the New Rules.

Second Edition.

Introduction.

The New Rules.

Trying to Write Like a Blog, But in a Book.

Showcasing Innovative Marketers.

I How the Web Has Changed the Rules of Marketing and PR.

1 The Old Rules of Marketing and PR Are Ineffective in an Online World.

Advertising: A Money Pit of Wasted Resources.

One-Way Interruption Marketing Is Yesterday's Message.

The Old Rules of Marketing.

Public Relations Used to Be Exclusively about the Media.

Public Relations and Third-Party Ink.

Yes, the Media Are Still Important.

Press Releases and the Journalistic Black Hole.

The Old Rules of PR.

Learn to Ignore the Old Rules.

2 The New Rules of Marketing and PR.

The Long Tail of Marketing.

Tell Me Something I Don't Know, Please.

Bricks-and-Mortar News.

Advice from the Company President.

The Long Tail of PR.

The New Rules of Marketing and PR.

The Convergence of Marketing and PR on the Web.

3 Reaching Your Buyers Directly.

The Right Marketing in a Wired World.

Let the World Know about Your Expertise.

Develop Information Your Buyers Want to Consume.

Buyer Personas: The Basics.

Think Like a Publisher.

Tell Your Organization’s Story Directly.

Know the Goals and Let Content Drive Action.

Content and Thought Leadership.

II Web-Based Communications to Reach Buyers Directly.

4 Social Media and Your Targeted Audience.

What Is Social Media, Anyway?

Social Media Is a Cocktail Party.

Facebook Group Drives 15,000 People to Singapore Tattoo Show.

The New Rules of Job Search.

How David Murray Found a New Job via Twitter.

Insignificant Backwaters or Valuable Places to Connect?

Your Best Customers Participate in Online Forums—So Should You.

Your Space in the Forums.

Wikis, Listservs, and Your Audience.

Creating Your Own Wiki.

5 Blogs: Tapping Millions of Evangelists to Tell Your Story.

Blogs, Blogging, and Bloggers.

Understanding Blogs in the World of the Web.

The Four Uses of Blogs for Marketing and PR.

Monitor Blogs—Your Organization’s Reputation Depends on It.

Comment on Blogs to Get Your Viewpoint Out There.

Work with the Bloggers Who Talk about You.

How to Reach Bloggers Around the World.

Do You Allow Employees to Send E-Mail?

How about Letting Them Blog?

Breaking Boundaries: Blogging at McDonald's.

The Power of Blogs.

Get Started Today.

6 Audio and Video Drive Action.

Digging Digg Video.

What University Should I Attend.

The Best Job in the World.

Audio Content Delivery Through Podcasting.

Putting Marketing Back in Musicians’ Control.

Podcasting: More Than Just Music.

Grammar Girl Podcast.

7 The New Rules of News Releases.

News Releases in a Web World.

The New Rules of News Releases.

If They Find You, They Will Come.

Driving Buyers into the Sales Process.

Reach Your Buyers Directly.

8 Going Viral: The Web Helps Audiences Catch the Fever.

Minty-Fresh Explosive Marketing.

Monitoring the Blogosphere for Viral Eruptions.

Creating a World Wide Rave.

Rules of the Rave.

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download.

Viral Buzz for Fun and Profit.

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet.

Clip This Coupon for $1 Million Off Ft. Myers, FL Home.

When You Have Explosive News, Make It Go Viral.

9 The Content-Rich Web Site.

Political Advocacy on the Web.

Content: The Focus of Successful Web Sites.

Reaching a Global Marketplace.

Putting It All Together with Content.

Great Web Sites: More Art Than Science.

III Action Plan for Harnessing the Power of the New Rules.

10 You Are What You Publish: Building Your Marketing and PR Plan.

What Are Your Organization's Goals?

Buyer Personas and Your Organization.

The Buyer Persona Profile.

Reaching Senior Executives.

The Importance of Buyer Personas in Web Marketing.

In Your Buyers' Own Words.

What Do You Want Your Buyers to Believe?

Developing Content to Reach Buyers.

Obama for America.

Stick to Your Plan.

11 Online Thought Leadership to Brand Your Organization as a Trusted Resource.

Developing Thought Leadership Content.

Forms of Thought Leadership Content.

How to Create Thoughtful Content.

Write What You Know.

Leveraging Thought Leaders Outside of Your Organization.

How Much Money Does Your Buyer Make?

12 How to Write for Your Buyers.

An Analysis of Gobbledygook.

Poor Writing: How Did We Get Here?

Effective Writing for Marketing and PR.

The Power of Writing Feedback (from Your Blog).

13 How Web Content Influences the Buying Process.

Segmenting Your Buyers.

Elements of a Buyer-Centric Web Site.

Using RSS to Deliver Your Web Content to Targeted Niches.

Link Content Directly into the Sales Cycle.

A Friendly Nudge.

Close the Sale and Continue the Conversation.

An Open-Source Marketing Model.

14 Social Networking Sites and Marketing.

Television's Eugene Mirman is Very Nice and Likes Seafood.

Facebook: Not Just for Students.

Check Me Out on MySpace.

Tweet Your Thoughts to the World.

Social Networking and Personal Branding.

Connecting with Fans.

How Amanda Palmer Made $11,000 on Twitter in Two Hours.

Which Social Networking Site is Right for You?

You Can't Go to Every Party, So Why Even Try?

Optimizing Social Networking Pages.

Start a Movement.

15 Blogging to Reach Your Buyers.

What Should You Blog About?

Blogging Ethics and Employee Blogging Guidelines.

Blogging Basics: What You Need to Know to Get Started.

Pimp Out Your Blog.

Building an Audience for Your New Blog.

Tag, and Your Buyer Is It.

Fun with Sharpies (and Sharpie Fans).

Blogging Outside of North America.

What Are You Waiting For?

16 Video and Podcasting Made, Well, as Easy as Possible.

Video and Your Buyers.

A Flip Video Camera in Every Pocket.

Getting Started with Video.

Knifing the Competition . . . and It’s All Caught on Video.

Podcasting 101.

My Audio Is Your Podcast.

17 How to Use News Releases to Reach Buyers Directly.

Developing Your News Release Strategy.

Publishing News Releases through a Distribution Service.

Reaching Even More Interested Buyers with RSS Feeds.

Simultaneously Publishing Your News Releases to Your Web Site.

The Importance of Links in Your News Releases.

Focus on the Keywords and Phrases Your Buyers Use.

Include Appropriate Social Media Tags.

If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!

18 The Online Media Room: Your Front Door for Much More Than the Media.

Your Online Media Room as (Free) Search Engine Optimization.

Best Practices for Online Media Rooms.

An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees.

Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room.

19 The New Rules for Reaching the Media.

Nontargeted, Broadcast Pitches Are Spam.

The New Rules of Media Relations.

Blogs and Media Relations.

Launching Ideas with the U.S. Air Force.

How to Pitch the Media.

20 Search Engine Marketing.

Making the First Page on Google.

Search Engine Optimization.

The Long Tail of Search.

Carve Out Your Own Search Engine Real Estate.

Web Landing Pages to Drive Action.

Search Engine Marketing in a Fragmented Business.

21 Make It Happen.

Getting the Help you Need (and Rejecting What You Don’t).

Great for Any Organization.

Now It's Your Turn.

Acknowledgments for the Second Edition.

Index.

About the Author.

Preview: World Wide Rave.

Preview: The New Rules of Social Media book series.

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Customer Reviews

Average Rating 4
( 45 )
Rating Distribution

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See All Sort by: Showing 1 – 20 of 45 Customer Reviews
  • Posted May 8, 2010

    You need to read this book

    Having just started my own business, I am working hard to develop a solid marketing strategy...there is no doubt that effective use of social media will play a HUGE role in marketing. This book was perfect and exactly what I was looking for to help me understand the benefits / costs of each of the social media. It was well laid out and easy to understand. A MUST read!

    3 out of 3 people found this review helpful.

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  • Posted April 10, 2010

    I Also Recommend:

    A Good How-To For New Media Neophytes

    Anyone can start a blog or publish on twitter, but if you're doing so for business purposes and you're not hearing from your customers, this book might be able to help you figure out why.

    "The New Rules of Marketing & PR" is a "how-to" on new media, social media and social networking. The text is divided into three sections: the first discusses how new media has changed the old rules of marketing/PR, including the shift from communicating with media to communicating directly with the customer; the second addresses Web-based communications for reaching those customers; and the third outlines what author David Meerman Scott calls, "an action plan for harnessing the power of the new rules."

    If you're new to social media and are considering rolling out a marketing/PR strategy that uses it, read this book cover-to-cover. Scott uses a lot of easy-to-follow metaphors to explain concepts that I would categorize as "good things to keep in mind to prevent yourself from looking foolish out there." For example, Scott uses the metaphor of social media as a cocktail party (p. 39). Most of us know not to walk into a party and start talking (or shouting!) about ourselves to anyone who will listen; Scott advises treating the online conversation the same way. Make friends first, business will follow.

    If you're already using some social media (blogging, Facebook, Twitter, etc), you could skip to the chapters that discuss the tools you're trying to use. Since there's no hard and fast formula for how/when/what type of social media to use, this book doesn't say "if you're in X business then use Y channel." Read about the channels that interest you or, more importantly, read about those your customers are using.

    Scott paints a pretty clear picture of "best practice" through metaphors like the one mentioned above and through best/worst case examples of real world social/new media use. I won't say this book will change your life, but it might revolutionize the way you approach conversations with your customers in the Web 2.0 world -- and that might just make all the difference.

    2 out of 2 people found this review helpful.

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  • Posted January 27, 2011

    more from this reviewer

    New Rules Or Just New Media?

    I'm not so sure there are actually new rules for marketing and public relations as much as there is new technology to use to apply the old ones, but David Meerman Scott does an excellent job of telling you how to do it. His advice to "target a specific audience," for example, is certainly not a new concept to marketing professionals. In fact, I spend a great deal of time on that subject in The Dynamic Manager's Guide To Marketing and Advertising. The way he applies the rule to social networking sites like LinkedIn, however, is definitely worth exploring. The book is particularly useful when it comes to helping the technical novice understand such basic tools as RSS feeds and YouTube videos. The author's insistence that the marketer build an online presence around useful, unobtrusive content is particularly appealing.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted December 29, 2010

    Better Than I Expected!

    This was a better book than I expected it to be. Pleasantly surprised at the amount of great ideas that this book had. It really did well in discussing the old rules, versus the new rules. I definitely used some of the ideas that I got from this book. Overall, I think it was a pretty good book. It isn't a book if you are already using Social Media, Blogs, News Releases, Online Video.

    1 out of 1 people found this review helpful.

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  • Posted August 1, 2010

    I Also Recommend:

    I've given a copy to friends and recommended this book hundreds of times

    I started out in the traditional journalism, PR, and marketing field but adapted these techniques over the last 20 years. David Meerman Scott shows the best of the new media way to get attention for your brand and increase traffic, leads, qualified prospects, the press, and all the stakeholders involved in your market.

    1 out of 1 people found this review helpful.

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  • Posted April 10, 2010

    If you are looking for a social media how-to, look no further

    The New Rules of Marketing and PR is a great read for anyone interested in learning the essentials of how to create compelling social media programs. David Meerman Scott uses an excellent blog-like writing style throughout the book that makes it much more engaging than most "how-to" books.
    The book begins with a great overview of how social media tactics have really blurred the lines between marketing and public relations and how both these disciplines have been forced to rethink the value of investing marketing dollars in mass marketing tactics. The latter part of the book is dedicated to the "how-to" of the most widely used social media channels (social network sites, blogs, video/podcasting, and for PR/Marketing folks online news rooms/news releases). The instructional manner in which these chapters are laid out make them an invaluable resource that you will find yourself coming back to time and again as you test out the these social media channels. Mr. Scott also provides valuable information on search optimizing your social media/Web content. I found it really interesting how in order search optimize himself he uses his middle name to help him stand out from the crowd of "David Scotts."
    To really bring home the power of social media, Mr. Scott presents an array of organizations throughout his book that through trial and error found a winning mix of social media channels and content that have been able to propel their products and services to new levels of success. Most of the organizations featured don't have sexy products (think concrete and the Air Force) or a ton of experience in the space, but what they do have is something to say that their audience wants to hear and a willingness to interact with their audience on "their turf." The case studies really illustrate that if an organization is willing to put themselves out there by exposing themselves to customers' feedback (positive and negative) that it can really help them create credibility among their audience - credibility that translates into more business.
    After reading this book, you really start to understand that social media is not a fad, but a paramount shift in how people communicate, and in turn a shift in how marketers must communicate with their customers. And although Mr. Scott spends the majority of his book telling the reader that the old rules of the PR/Marketing disciplines no longer apply (e.g., mass "interruption" marketing and press release blasts). He does highlight two things that have always been important and will always be 1) Know your audience (create member personas) and 2) Provide your customers with the content that they want, not a glossy marketing/PR pitch. Customers are smart and will see through the spin!
    All-in-all this is a great book that acknowledges that social media technologies are always changing and the companies that will succeed in using them must be flexible and willing to change their marketing strategies with the changing technologies.

    1 out of 1 people found this review helpful.

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  • Posted February 22, 2010

    more from this reviewer

    You need to know the new rules

    Very Compelling. Great synopsis of how the internet has/is changing the PR/Marketing industry. This book is a must read for traditional PR/marketing professional who knows the landscape is transforming and needs a foundation on which to build new skills. I am not an entrepeneur but do suggest if you are a small biz owner or want to be, take the time to read this. Also included, besides solid examples of case studies, are how-tos in building your own plans.

    1 out of 1 people found this review helpful.

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  • Posted December 16, 2009

    more from this reviewer

    The Best Marketing Tactics to Implement Now

    In this book, David Meerman Scott presents an integrated marketing plan that anyone can implement. I've been implementing many of these tactics in my own marketing and for clients, and I know that they work. The problem is that many people don't like change and don't like to try new things. They seem to want to keep spending large amounts of money on traditional advertising and marketing. Online marketing is critical to attracting today's buyers. The New Rules of Marketing and PR is a must read for anyone that wants to succeed with their marketing.

    1 out of 1 people found this review helpful.

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  • Posted March 24, 2009

    more from this reviewer

    I Also Recommend:

    The New Rules

    I have recently just become aware of the author, David Meerman Scott with his latest book World Wide Rave. After reading World Wide Rave I decided to begin reading his other books starting with The New Rules of Marketing & PR - so I will be going back in time with my reviews. I found The New Rules to be a great read with plenty of useful information; the ideas contained within are well ahead of its time. This book explores tools for promoting a successful marketing campaign such as social media, podcasting, blogging, etc. which stand to redefine the way marketing is done. This book is packed with great ideas, tips for executing these ideas, and real world examples of those achieving success using the techniques outlined in this book. I did find World Wide Rave to be an easier read given the unique layout of that book, however I have the benefit of hindsight as I am working my way backward through his work. Great read and highly recommended for those interested in the subject matter and being on the cutting edge of marketing.

    1 out of 1 people found this review helpful.

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  • Posted May 1, 2011

    Roadmap to a more in depth strategy

    This books discusses all aspects of new PR on a broad level; it is the best place to start. The nitty gritty of each of those strategies and techniques will require further reading in each of the subjects.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted May 1, 2009

    Compelling Read!

    Mr. Scott's book offers a compelling blue print for marketers interested in moving their program and staff into the world of Web 2.0. Although everything in the book may be applicable to my business, a lot of certainly is. And everything I read is certainly valuable in one way or another.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 23, 2009

    An important book

    Rules for marketing and PR are on the move. This book gets it right between the eyes and opens them to the reader. An important book for those who want to be in today's market.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 16, 2009

    Great Primer for Students; Must-Read for PR Executives

    In The New Rules of Marketing and PR, author David Meerman Scott wastes no time in tearing down the PR establishment¿s game.<BR/><BR/>"Prior to the Web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The Web is not TV. Organizations that understand that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me" (5).<BR/><BR/>From here, Meerman takes you through a number of case studies on how consumers¿ purchasing habits have changed as a result of the Web. One only needs to consider the popularity of on-line shopping at Christmastime to get the gist of Meerman¿s philosophy. But Meerman does more than plug you into the online shopping world. He explains the latest concepts in communication technology as well as how to use them. As a bonus, Meerman provides an action plan to harness the power of his ideas.<BR/><BR/>The unfortunate downside of this book is that The New Rules of Marketing and PR doesn¿t address changes in the communications landscape since the book was written in 2007. Meerman discusses Squidoo without the knowledge of Twitter. He discusses MySpace at the expense of Facebook. Clearly, The New Rules could use a second edition.<BR/><BR/>The book is quick and easy to read, otherwise, much like the blog strategies he recommends. The New Rules of Marketing and PR is a great primer for college students majoring in communications and a must-read for executives who want (need) to understand the shifting landscape of public relations.

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  • Anonymous

    Posted January 21, 2008

    A quick read about how the Internet has changed marketing and PR practices

    David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he¿s undoubtedly got a point however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott¿s blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. We recommend this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques younger readers may find it superficial or obvious.

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  • Anonymous

    Posted October 2, 2007

    web demands new approaches to marketing

    This is a great book - I wish I had written it myself. It's the first book I have seen to really seize on the totally new game of web-based marketing in all its forms - blogs, podcasts, even viral marketing! Even if readers don't plan to use all these approaches, if they inhabit, or their customers inhabit the web, they need to understand it. The book has a fabulous action plan, and even if companies chose to time-phase their new marketing approach by hitting only one or two items to start, the sequence of rapid-fire new marketing solutions is easy to hook into as this approach takes over.

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  • Anonymous

    Posted June 11, 2007

    This Book will Change Your Aproach to the Web

    After devouring this book it has a record number of post it notes attached to pages. The 'new style ' of writing books first in a blog and then into print is starting to generate more books like this one, chock full of very useful information and methods, vs academic tomes with thoughtful but less tested ideas. So many great ideas in this book, but one that comes up early is that Press Releases are read as much by buyers than any other group out there, due to search engine retrieval long after the release date. So you need to write your releases as much for your buyers as to media, and make sure they are always posted on your site media centre. This reinforces the need for all your web content to talk to buyers in their words about their issues, not how great your company or product is. One more reinforcement of the core research findings behind our Precision Sales and Marketing approach. A library keeper, but a working book, not just a reference.

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    Posted June 19, 2011

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