Thursday, February 09, 2006

So you want to major in PR or journalism?

It's both encouraging and terribly depressing to see how many college students head for majors in PR and journalism. They don't really know what they're getting into. They just see jobs that seem fun, exciting, somewhat glamorous and with a tinge of the show biz. For the young journos, curiosity and maybe a desire to see the world are part of the allure. Being a reporter allows you to explore just about any subject you're interested in--as an observer, if not a full-on participant. You're allowed to ask questions of the rich and powerful, the beautiful and the damned. And then you get to see your name on the byline or the magazine cover. Feels good, yes, it does.

I won't get into what draws people to PR. I've never understood it. Like many on the journalism side, I figure they think it pays better and requires fewer hours and less work than reporting. That would be wrong, but you can't convince a college PR major of that.

What nobody ever tells students in either major is that their career will have a time stamp on it. I've written about this rather ugly aspect of media before. But it's come back this week in two sickening examples from friends of mine who are facing the reality that at age 50, they're starting to age out of their profession.

Both of my friends work for major daily newspapers in large cities. Their papers are extremely profitable (one turned a whopping 40 percent return on investment last year, double the projected profit of most dailies). And both of my friends are real pros at what they do. Both write feature columns. Both are also in management, having put in enough years on the job to earn the seniority and the higher paycheck of that tier of employment. One of these columnists also edits extra sections of his paper, writes a number of arts reviews every week, mentors new reporters and designs special pages--when he's not attending meetings and weekend "retreats" to hear the higher-ups talk about how he should be "taking ownership of the paper" and working "as if you owned the product."

These guys work like dogs. Willingly. Professionally. They win awards. They are respected by their peers at other papers.

And both guys have recently had to fight for their jobs. One says he was called in for a meeting with his new section editors, all of whom are a decade younger than he, and told he had to re-audition for the writing job he's held for the past 15 years. Despite never missing a deadline, never being sued for libel, never having to run a correction, he just wasn't doing what they were looking for. The editors now want him to get an OK for every column idea, every interview--and, oh yeah, there are earlier deadlines in place. Columns are now to be finished at least a week ahead of publication. So much for timeliness.

My other friend, who spends many off-hours hosting charity functions in his city, serving on arts boards and visiting high schools to talk up the paper, was informed by his editor/publisher that his salary was being cut by several thousand dollars per year. They'd decided he was making too much money. And even though he doesn't earn overtime (that's why they make you management), they didn't think he was earning his salary.

These are guys who've spent more than 20 years in their jobs. They're the consummate professionals. But they're also right at the dangerous age--50--when newspaper owners start looking at older, well-paid employees as drags on the profit margin. "They could hire two new reporters for what they're paying me and they know that," said one of the guys. "They don't take into consideration how much it costs to train new employees or that guys like me do our jobs so well that maybe we make it look too easy."

Hearing that his salary was being cut, my friend worried about making his mortgage, about continuing to help his ailing mother and a sibling who's battling a serious illness. My other pal, the one dealing with editors who want to babysit him through every column now, is putting children through college.

"I'd love to quit but I can't even look for another job. Nobody in the newspaper business will consider hiring a 50-year-old man anymore. I never thought I'd get to a place in my career where I'm not marketable. They know they have me by the short hairs. I'm trapped," says the friend.

This is the reality, kids. In your 20s, you're fresh meat in the eyes of the media outlets. They want young, fresh, cheap talent that will make their products look vital and cutting edge in the eyes of the young consumers they so slavishly court (to little effect). By the time you're 30, you're either on your way up or you get drummed out. You either start to feel like a star or you realize you're forever going to be one of those drones behind the scenes (not a bad place to be, actually) who earns a salary and doesn't move much farther up the food chain. At 40 you're either there or you're not--you're a columnist with your picture above the headline; you're an editor or designer or junior executive with stock options.

At 50 you're a liability. You're starting to use more of those health benefits. You get a lot of vacation time that they make it hard for you to take in more than three-day chunks. Your editors and supervisors suddenly start looking very young. They want to hire their friends and to do that they have to figure out how to get you out of the way.

I saw this play out again and again in newsrooms. I saw one group of editors reassign a longtime columnist to a new job--as a receptionist. A TV critic suddenly found himself back on the county news beat, asked to drive hundreds of miles a week gathering farm reports and rural school news. They shame you out of the job you've earned and done well, hoping you'll just quit and go away.

Certainly they try their hardest not to let you make it to retirement and a full pension. The massive layoffs at the Dallas Morning News in 2004 cut loose dozens of writers and editors with as many as 30 years on the job. Some severance. No pension. They're out.

And who'll hire a 57-year-old who was making $65K or more, with four weeks vacation? Nobody, that's who.

I'm a freelancer. I'm lucky enough to work for editors who don't care how old I am. Several publications that I write for are based in other cities so I've never even met the editors I'm writing for. I was assigned stories based on my experience and my good pitching abilities. They haven't seen my gray hair and crow's feet. They have no idea that even though I can write like a 24-year-old, I haven't been one in a very long time.

Know what? You're young now, but 50 comes fast. And you don't suddenly get stupid at 50. If you're good in your 20s and 30s, you're even better in your 50s. This is the time of life when you actually believe you know what you're doing -- and just when you get the kind of confidence in your abilities that you only wish you'd had 20 years earlier, BAM! The business wants to shove you aside. (On-air journalism does it even earlier. With women, it's when they start to show those first signs of age in their 30s...with men, it's when the hairline recedes and the jowls start to droop.)

So you've been warned, young media majors. The sooner you know the truth, the better. You have a time stamp on your ass in this business.

Fifty and over need not apply.

32 Comments:

Blogger Jess said...

I was encouraged to major in PR instead of journalism because I could "do more" with a PR degree. Ha! The only thing my PR degree did after I graduated was collect dust on the wall. If I had it to do all over again, I'd have gone the English major route or the advertising route, stuck in some creative and technical writing classes, and avoided PR altogether. I wasn't one of the fluffy Ashleys who thought that PR was all throwing parties and asskissing--and THAT was to my detriment! Most of the PR around these parts IS throwing parties and asskissing...and I quickly realized that I wanted no part of it. In attempting to play to my strengths (writing, communicating, creativity) I almost harnessed myself into something I hated. Thank goodness for thinking outside the box (and the degree). Now I have a job I love.

3:26 PM  
Anonymous Anonymous said...

Prospective PR majors should consider that the job essentially consists of peddling bullhit. That's for ag majors.
Students should probably have a 'real' major, such as history, English, etc....
Majors like PR, 'communications,' and 'media studies' don't impress employers or grad school admissions boards. Most of us would prefer that college grads can read and write.

5:48 PM  
Blogger beche-la-mer said...

I agree wholeheartedly about the date stamp on journalists. I once worked at a magazine where, at 34, I was the oldest person on the staff apart from a sub-editor who was 40. I was passed over for a promotion in my department and the job went to a younger, more glamorous woman who turned out to have lied on her resume about her experience. (So I ended up doing most of her job anyway.)
Even now, I have a freelance colleague who has been an authority in her field for more than 20 years, is the author of several books and has been the editor of several magazines, who can't get work because the book publishers and magazine editors all want "a younger approach" to the subject.
In my last full-time job, I was pushed sideways because someone came along who was prepared to work twice as many hours a week for two-thirds of my salary -- she had only a few years experience compared to my 17 years but that didn't matter to the bottom line. I wrote an article for her that was published with several grammatical errors. Horrified, I went back to my original copy to see how I could have let those errors through -- then I realised that she had actually changed my correct grammar and punctuation! No-one seemed to notice that the editorial standards of the magazine had slipped, neither the readers nor the management.

That's why I went freelance.

8:31 PM  
Anonymous Anonymous said...

Professor, I usually love your site, but this entry was a little too cynical, even for me.

I'm a PR major and have had no trouble getting good internships at good companies. I know PR and journalism are not about glamour or fame. I work hard carrying 3 jobs, a full course load, and bills to pay.

How dare you generalize and say "Like many on the journalism side, I figure they think it pays better and requires fewer hours and less work than reporting. That would be wrong, but you can't convince a college PR major of that."

Some of us realize that the workforce is cutthroat and not as glamourous as 'Sex and the City' would have us seem.

So give us a little credit.

Oh, and we know that PR/Journalism jobs have an expiration date on them--we better than anyone realize that no one wants to do business with a 50-year-old cynic when they could do business with a 24-year-old "kid" who still has some hope and positive attitude left.

9:01 PM  
Anonymous Anonymous said...

History counts as a "real" major?

Where are the life skills in that?

9:02 PM  
Blogger merc said...

anonymous,

Working towards a history degree provides a student with a ton of experience writing critical papers. One also gains a lot of experience researching in ways that pay dividends for future lawyers, investigative journalists, museum and archive managers and work for numerous government agencies and departments.

It never hurts to learn how to think critically, research well and write well. English and history degrees are top notch when it comes to obtaining such skills.

10:23 PM  
Anonymous andrea said...

So what does a washed-up 50-year-old PR major do when her job just went to a 22-year old fitness model? Move into HR? Retire? Hopefully have married, by now, a man who gets MORE dignified with age and has a salary that will still keep going up for ten or fifteen more years?

And I bet you anything that more women get shamed out of their jobs by 50 than men.

11:33 PM  
Anonymous renita said...

i am a (nearly) 25-year-old copy editor. i work at a small daily, and i like my job. i genuinely like it. i don't always love it, but i've never hated it. i am a word girl. i love to work with copy and make it better. and i'm good at what i do. i can also slap a page together in no time flat and make it look good.

i have heard all about the demise of journalism over and over and over, but the old-timer thing, that's a newer one.

still, at the papers i've worked at (3 thus far) there have been older folks who've been in absolutely no hurry to leave, nor was anyone pushing them out.

i think there is ageism in our country in general... that it's gotta be hard to find a new job at 50 no matter your profession.

in any case... i can't see myself doing anything else, not at this point. :) i live to edit.

2:32 AM  
Blogger Morgaine said...

Wow - the young ones really don't get it, do they? They think they're going to be young and cute forever.

Unless something in our culture changes very quickly, retiring from any job with a full pension is going to be a thing of the past. It's getting harder to be old or sick in this country - too many of the younger people in the society are unfeeling and selfish. They have no respect for people who aren't as lucky as they are. The Enron guys who snickered about ripping off the little old ladies in California when they were gouging them on energy costs are a prime example. There's no sense of humanity in the Gordon Gekko generation.

3:46 AM  
Anonymous melissavarnavas@yahoo.com said...

Technically I got out at 32. I'll say luckily although your description of both well-worn jounalists echos my own experience.

Newspapers don't really know what they want. They haven't figured out what the rest of the world hasn't figured out--it's about people, Period.

Thank you for this blog entry.

8:17 AM  
Anonymous Anonymous said...

For most this is an MRS degree anyway and they will be so over real jobs at 40 anyway! It's still a great degree for a soccer mom and junior league chair.

Elizabeth

8:26 AM  
Anonymous Anonymous said...

I like the fact that I'm 20 and still have 20-30 years before I'm "old."

I know that time will pass quickly and that someday I'll be the cynical, bitter has-been who resents the younger generation.

But, for now, it feels good to know that I'm the one who gets the jobs, has only meager responsibilities, no kids or morgage, no divorce or baggage in my past, and my whole entire life ahead of me.

Sorry, but it's true. It feels good to be young.

12:17 PM  
Anonymous Anonymous said...

I don't believe the prof resents the young. That's not the point. I believe the prof resents corporation setting the bottom line of revenue, at the expense of experienced, qualified human beings. Then the end result is a greater loss of money in the long run.
Good blog, and it is ashame we treat each other so coldly. Loyalty used to count for something. Now it's just numbers.

1:14 PM  
Blogger percival said...

I am bewildered by these newspapers' assumption that young people only want to read writers their own age. I guess that explains why, in third grade, I would read Ann Landers columns obsessively.

And even now, as a member of the oh-so precious twentysomething demographic, most of the writers I like are at least a decade or two older than me. I mean, of course there are some young 'uns who can really write up a storm, but I'd say they're generally the exceptions. Heck, I even read a lot of stuff by dead people. Imagine that!

What in the world are these media CEOs thinking? They can't just be stupid, can they?

3:05 PM  
Anonymous Anonymous said...

It's just like engineering. Unless you're a superstar...

3:43 AM  
Anonymous Anonymous said...

Try working in fashion, where you have a shorter shelf life. If you want to work for the best and the brightest fashion houses, you can only get in with connections and a trust fund. The rest of us are relegated to the unknowns to ply our trade.

4:10 AM  
Blogger Angel, librarian and educator said...

Indeed, it seems the young ones don't quite get it. It's not about resentment of the older for the younger. For one, it's about the corporate bottom line which has no respect for experience, qualifications, or loyalty to a worker that gave his or her best to the company. And it is about a little respect. Sure, the anonymous commenter saying that the it feels good to be young has a valid point. It does feel good to be young. We'll see when he is at his expiration date how he treats the ones that will likely want to boot him out in spite of all the experience and qualifications he has built over the years. Is he going to be as "gracious" then, or just as cynical as the ones he criticizes? Anyhow, I am in academia, and while I do some writing, certainly nothing like what the Prof here does or many other writing majors. I did get a degree in English. I got mine to become a teacher, but I can certainly advocate for the research and critical thinking skills such a degree, teaching emphasis or not, gives. There is a reason why a lot of future lawyers, doctors, and other professions seen as highly lucrative often get an English degree for their prerequirements.

I'll say one thing, for what it's worth. In my time as an educator in various forms (public school, adult literacy, and college), I have found that often the older learners tend to be the savvy ones, and the ones most interested. Sure, the 20somethings have energy and enthusiasm, but they lack experience. It often shows in their writing and in their worldviews. By the way, I am a mid 30something, but I know I am headed up there. One thing I have learned is to value those that came before me. Sure, many may not blog or use the latest social software tool, but what they have learned in other ways often compensates, especially if they are still willing to learn. And in the end, that is the key, being willing to learn and grow no matter the age. If you get to 50 and you are still learning and growing, good for you and a loss to your boss if he replaces you for two clueless young things he will have to train. If you become deadwood, that happens at any age and you should be fired. Best, and keep on blogging.

11:54 AM  
Anonymous Anonymous said...

Yikes. First of all, let's banish the notion that communication majors (there is no 's' on the end, by the way), media majors, etc. are blow off majors. That's just wrong. Classes in these departments will indeed prepare you for life after college-- some would argue moreso than the more "traditional" majors. The problem is that, like any other major, students don't take advantage of the opportunities available to them. They don't market themselves properly. They don't take the summer internship. They don't go to the networking meetings that have become so valuable.

As someone who used to work in the PR industry, I know what employers are looking for -- experience experience experience. If you want to work with the big dogs, you have to go the extra mile in college to prepare yourself. And for the most part, majors don't matter at all when it comes down to it. In fact, where you got your degree doesn't really matter either.

1:09 PM  
Blogger Dr. Lisa said...

This was a really interesting post, Phantom. I am having my students watch Shattered Glass for a policy seminar, and this question of how we "adore our young things" plays into the Stephen Glass story rather prominently. I am going to point my students to this post to help them contextualize some of the stuff in the movie.

As to the joys of being young, yes, young is good. But as somebody who is no younger young and not really old, I wouldn't go back for all the tea in China (and I like tea). Really. All stages are good--life is good.

9:30 AM  
Anonymous Anonymous said...

I've been in both newswriting and PR for over 15 years. Yes, I started when I was just out of college. Then, I freelanced off and on for years. However, I just landed a full-time job with a nonprofit organization.

By the way, I've found that nonprofits are a good bet if you're in you're in your 40's or 50's. Also, PR teaches you how to sell and pitch. So does freelance journalism. You are always pitching ideas to editors, which forces you to read, research and position yourself to a specific target-market. These skills are useful when looking for a job.

Currently, I have a new job, where I am in sales and marketing. I've enjoyed the freedom of selling. As an author, I've sold myself and my book for several years. But now I'm selling a more tangible product -- newspaper display ads. It's different. Certainly not a passionate pursuit. But it pays the bills. And I'm proud of the fact that I've reinvented myself at this stage of my life!

So, college students, there is hope. Writing and marketing prepares you for many areas of working. And, if one door closes, you must turn around and open another.

You can do it! Maybe being self-employed for a number of years, improves your ability to land on your feet. You never get too secure.

And to women who are now breadwinners? Good luck. You'll need it.There are benefits. You have renewed power over your mate. It's nice to tell them that they must go on a budget. It's kinda' fun to be totally in charge!

anonymous

9:14 PM  
Blogger War Bride said...

Why major in Journalism when I could pick American Studies and have people ask me what American Studies is EVERY SINGLE TIME.

I think I'm changing my major to History.

They want historical journalists, don't they?

Don't they? :P

9:48 AM  
Anonymous Anonymous said...

I think the professor's post does examine one aspect of what I think is a bigger problem. The professor pointed out the fact that corporations are so focused on the bottom line that they cut experienced workers. Well, this is true. But I think there is something larger going on that reaches farther than journalism.

Because corporations are focused on the bottom line, they do cut certain employees and programs. The corporate world is still in the cycle of Enronism where they seek to maximize profits today, not long term, but today, and they will do it by any means (and it's not always by legitmate means). I'm 32, and I have an MBA. I have been working in the business world for several years, and it hasn't been kind to me, even though I'm less than 50.

I think the reason I've had such a difficult time is because I disagree with the short term, get rich quick cycle that the corporate world has found itself in. There is so much pressure to cut costs and maximize profits that businesses are playing dangerous games.

It might make sense to a company to cut experienced workers today to maximize cash and profits today, but long-term, your turnover and lack of experience and innovation is going to put you in a tailspin of chaos.

In my time in the business world, I've seen this over and over again. Ultimately, companies lose good people and are stuck with the lazy, stupid, or unambitious people, who really end up not producing much for the company. These are people who detach themselves from what they do, and in turn, the company suffers.

The company suffers because these employees (including senior management) will offer very few ideas, very little effort, and very little critical thinking because they've been burned by corporate before, or they never had the skills to begin with.

I've worked for several companies that were spinning in a continous cycle of poor management, poor direction, and very little focus. In fact, people operate in a haze of disorientation. The inexperienced worker may not understand this. In fact, many people don't because they are too lazy to question senior management. Just because someone has a title with the word Chief in it does not mean this person always makes the best decisions. Too many people sit by and never pay attention or turn a blind eye to the top levels of an organization.

Who are these people? How did they get to where they are? What are their visions? How do they spend their time? Are they really only focused on themselves? Are their goals good for business short-term and long-term?

People might be surprised by the CEO who travels to every Detroit Pistons game (how does he have time for work?), or the CMO who has no background in marketing and really has no clue what he's doing (how did he get there?), and the President who has no college degree, or the Director that was a paper boy with ambition and instead of getting an education, took speaking classes so that he could make it to senior management (he has a high school diploma and the only formal training he's had in anything is NASCAR driving school). Seriously, these are all descriptions of people I've worked with. I'm not an education snob, but in these cases, the lack of education and ethics training was very apparent.

What if you invest in these companies? Would it piss you off that maybe they don't have the best management? Could that explain why they aren't profitable?

Really, we need to question leaders more. I find it ironic that companies will cut a 50 year-old making $65K annually to hire two young people with no experience, but they will hang on to the senior managers with no education, who are never in the office, and own Italian sports cars and have homes on Martha's Vineyard. If stakeholders really want to be more profitable, they need to hang on to the people who actually do work, and senior managers need intense scrunity. There shouldn't be a free ride because you made it to the top. You're at the top because you have a really important job to do. And I think people need to question these senior managers more. Without scrutiny, this cycle will continue.

The thing is business is simple. You should make more than you spend. Easy enough, right? It seems so complicated because now it is. Larger doesn't mean better in business. Larger becomes more complicated, and then, people are less likely to question things because they think they must not understand everything. My belief is that if you don't understand everything that management is doing and why they are doing it, then, something is wrong because you should be able to understand it.

The moral of this story is that the corporate world (media companies, included), have to get out of this cycle that Enron was in. They need to operate honestly and strategically. If they operated strategically, it would make more sense long-term to keep those vested (older) employees. And if people think that the Enrons, the Tycos, etc. are the only companies that play games instead of doing business, then, you're wrong. Every company I've worked at has played the games. The difference is that none of them had the intelligence of Enron to mastermind such impactful scams. So, their scams have been much smaller scale, but they scams exist, no doubt.

So, Phantom Professor, you're on to something, but it's really going to take a real shift in this instant success and no one is allowed a bad year on Wall Street mentality before anyone starts to see the light at the end of the tunnel.

American businesses could learn from business practices of other countries (like Japan). I'm not saying it needs to be the same. Afterall, I do love American life, but there are aspects that could be altered, and the biggest issue I see is that corporate America does not always value it's most important resource...workers, and they over value senior management.

10:09 AM  
Anonymous renita said...

yknow, i sorta resent the fact that it's assumed that because i'm young, i'm dumb and think i'll be "cute" forever.

i'm not "cute" now. and i got my first job in spite of my age, not because of it; my fellow deskers were all over 35 and married with kids.

sheesh.

12:09 PM  
Blogger Kevin said...

How shrubby does PR:

http://rawstory.com/news/2005/Bush_Admin._spent_over_1.6_Billion_0213.html

Read it and weep, all you PR types.

12:18 PM  
Blogger Jeff the Baptist said...

It isn't just Journalism or PR. A lot of fields have this problem. I'm an engineer. My father is an engineer. He made the mistake of working in aerospace, where the lifecycle of a job is as long as a production contract - 7 years. Then you're looking for new work.

He hit 50 and couldn't get work. Everyone wanted someone younger, cheaper, with more current technical skills. He taught for several years and now he is semi-retired at 70 and works as a stockboy.

12:40 PM  
Blogger Red River said...

The opportunity here is for writers to join together to form an online news source in local, large markets. They have the contacts, the skills, and the motivation to do it.

And I don't understand why it has not yet occurred.

They would run rings around their previous employers as bloggers have run rings around the MSM.

3:47 PM  
Anonymous Anonymous said...

ok, seriously, miss "i am so young and accomplished" girl(or should i say Captain Copy-Editor),your narcissism is killing me. every comment you have written makes me want to kick you in your ingorant ass and say, "wake up, we don't think you got your job because your cute," it's obviously because of your ability to write so well about yourself. i'm sure your resume is impressive.i'm only 23. im supposed to like you and support your ideas, and i just think you have missed the whole point of this blog entry. you are making every young person who reads this look stupid by your commnents. stick to editing. hey,why don't you edit this instead of writing a reply.

5:10 PM  
Anonymous Anonymous said...

Maybe the chickens are coming home to roost for older staffers and editors. Their difficulties are part of a long-term trend in print publishing. In the last couple of decades they've witnessed the downsizing and outsourcing, the free-lancing and "part-timerizing" of other peoples' work in their industry. Good jobs with good pay have been replaced with bad jobs with bad pay.

Whenever there's a way to replace them with cheaper workers, older staffers and editors will be run out of the business. They've had years of opportunity to witness – and sometimes implement – many layoffs and job phase-outs. My own sympathies are no more nor less than the sympathies some of them evinced as they witnessed the decimation of their industry. They've had their happy runs. Now let them twist slowly, slowly in the wind. Fuck 'em. Fuck 'em in the heart with a brick.

1:08 PM  
Anonymous Anonymous said...

Is it because young people are generally more idealistic that we believe we can make it as long as we work hard?
I've declared my PR major for a long time before college. (I'm only starting this fall 2010) I told everyone, they even announced it when I was walking at graduation. Because up to this point I myself have always believed I'd make it in this field - maybe not glamorously huge but at least recognized. I just want to work at what I believe I can.

Then the reality depicted above definitely caught me as I heard same stories from different sources besides this blog, so I've become very wary. It is easy to say I can change my major, but then what to? I was always focused on PR, and if anything maybe I've looked at Marketing and Advertising. That's been all I know. I was so sure; and now turn around I've actually been lost?

I've been doing some research about PR and such lately, even looking at internships - all before college actually starts. Should I keep going, or should I stop to reconsider my major?

1:49 PM  
Anonymous Anonymous said...

Okay, let's be real here you guys. At the end of the day, it's not the actual degree that one should bash, but the people that receive them. I know plent of engineers who found themselves jobless wondering what to do with their degree and the same goes for a PR degree. It's what you do with the degree that matters. This industry is about networking and who you know. Let's face it, the business word doesn't give a crap about what you know, but who you know and whether you're willing to learn. I'm glad to hear you're enjoying your freelance job, but some of us, like myself, would rather have a solid annual salary that's consistent. I'm glad I chose PR, but I will agree a PR degree will be better if combined with another degree or cetification. For example, I have a PR and business degree and I plan to work towards my MBA in the future. Basically, what I'm trying to say is, regardless of what degree you get, it will mean nothing if you don't get your ass off the couch and do something with it and use the resources that your college that you're paying thousands of dollars to attend has to offer before you graduate.

1:53 AM  
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