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53<title>Audience Spectrum Segments | Audience Spectrum</title>
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83
84    <div class="text-center w-100 h6 pt-3 text-muted px-3">
85
86  <p><a href="https://theaudienceagency.org/en/news/audience-agency-enter-voluntary-liquidation"><strong>The Audience Agency&nbsp;to Enter Voluntary Liquidation</strong></a></p>
87
88</div>
89
90			
91<div class="tabs mt-4">
92	<div class="container-lg">
93		<div class="tabs-container">
94			<div class="current-tab-item">
95				<a href="https://audiencespectrum.org" title="Audience Spectrum Homepage"><img src="/themes/custom/taa/images/logos/as_logo.svg" alt="Audience Spectrum"><span class="sr-only">Current site: Audience Spectrum</span>
96				</a>
97			</div>
98			<nav class="tab-nav" aria-labelledby="sitemenulabel">
99				<h2 id="sitemenulabel" class="sr-only">Our other sites</h2>
100				<ul class="list-unstyled m-0 d-flex align-items-end">
101					<li class="tab-nav-item">
102						<a href="https://www.audienceanswers.org" id="aatab" title="Visit the Audience Answers website">
103							<picture>
104								<source media="(max-width: 799px)" srcset="/themes/custom/taa/images/logos/taa_person.svg"/>
105								<source media="(min-width: 800px)" srcset="/themes/custom/taa/images/logos/aa_horizontal_colour_on-light.svg"/>
106								<img src="/themes/custom/taa/images/logos/aa_horizontal_colour_on-light.svg" alt="Audience Answers">
107							</picture>
108						</a>
109					</li>
110					<li class="tab-nav-item">
111						<a href="https://theaudienceagency.org" id="taatab" title="Visit The Audience Agency website">
112							<picture>
113								<source media="(max-width: 799px)" srcset="/themes/custom/taa/images/logos/taa_person.svg"/>
114								<source media="(min-width: 800px)" srcset="/themes/custom/taa/images/logos/taa_logo_colour_horizontal.svg"/>
115								<img src="/themes/custom/taa/images/logos/taa_logo_colour_horizontal.svg" alt="The Audience Agency">
116							</picture>
117
118						</a>
119					</li>
120					<li class="tab-nav-item">
121						<a href="https://theaudienceagency.org/en/search" id="searchtab"><img src="/themes/custom/taa_spectrum/images/icons/search.svg" alt="Search"></a>
122					</li>
123				</ul>
124			</nav>
125		</div>
126	</div>
127	<!--/container-lg-->
128</div>
129<div class="tab-page">
130	<div class="container-lg">
131
132		<nav class="navbar navbar-light navbar-expand-md justify-content-end mt-4 mb-4 p-0">
133
134			<button class="navbar-toggler" type="button" data-toggle="collapse" data-target="#navbarNav" aria-controls="navbarNav" aria-expanded="false" aria-label="Toggle navigation">
135				<span class="navbar-toggler-icon"></span>
136			</button>
137			<div class="collapse navbar-collapse ml-auto text-right justify-content-end" id="navbarNav">
138				<ul class="navbar-nav d-flex align-items-center mr-n5">
139										
140											
141																													
142              																										
143																					<li class="nav-item mr-5 active">
144								<a class="nav-link small text-uppercase letter-spaced text-dark big-underline" href="/segments">The Segments <span class="sr-only">(current)</span></a>
145							</li>
146
147																	
148														
149              											
150																					<li class="nav-item mr-5 ">
151								<a class="nav-link small text-uppercase letter-spaced text-dark big-underline" href="/map">Map </a>
152							</li>
153
154																	
155														
156              											
157																																																					<li class="nav-item mr-5 ">
158								<a class="btn btn-outline-dark smallish" href="/node/153">Talk to us </a>
159							</li>
160
161											
162				</ul>
163			</div>
164		</nav>
165</div>
166
167				
168					  <div class="dialog-off-canvas-main-canvas" data-off-canvas-main-canvas>
169    <div class="layout-container">
170
171  <header role="banner">
172    
173  </header>
174
175  
176  
177
178  
179
180  
181
182  
183
184  <main role="main">
185    <a id="main-content" tabindex="-1"></a>
186    <div class="layout-content">
187        <div>
188    <div data-drupal-messages-fallback class="hidden"></div>
189<div id="block-taa-spectrum-content">
190  
191    
192      <nav class="breadcrumb-container mb-5 breadcrumbs-as ">
193	<div class="container-lg">
194
195		<h1 class="text-white pt-4">The Segments</h1>
196		<ol class="breadcrumb-subsections py-2">
197			<li>
198				<ul class="breadcrumb-subsection-list">
199
200					
201												
202																																						
203												
204						<li class="breadcrumb-subsection-item">
205
206							<a href="/en/segments/metroculturals" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Metroculturals">
207								<span class="segment-icon bg-as-higher">
208									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/metroculturals.svg" class="filter-yiq" alt="Metroculturals"></span>
209							</a>
210						</li>
211
212
213					
214												
215																																						
216												
217						<li class="breadcrumb-subsection-item">
218
219							<a href="/en/segments/commuterland-culturebuffs" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Commuterland Culturebuffs">
220								<span class="segment-icon bg-as-higher">
221									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/commuterland-culturebuffs.svg" class="filter-yiq" alt="Commuterland Culturebuffs"></span>
222							</a>
223						</li>
224
225
226					
227												
228																																						
229												
230						<li class="breadcrumb-subsection-item">
231
232							<a href="/en/segments/experience-seekers" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Experience Seekers">
233								<span class="segment-icon bg-as-higher">
234									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/experience-seekers.svg" class="filter-yiq" alt="Experience Seekers"></span>
235							</a>
236						</li>
237
238
239					
240												
241																																						
242												
243						<li class="breadcrumb-subsection-item">
244
245							<a href="/en/segments/dormitory-dependables" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Dormitory Dependables">
246								<span class="segment-icon bg-as-medium">
247									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/dormitory-dependables.svg" class="filter-yiq" alt="Dormitory Dependables"></span>
248							</a>
249						</li>
250
251
252					
253												
254																																						
255												
256						<li class="breadcrumb-subsection-item">
257
258							<a href="/en/segments/trips-and-treats" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Trips &amp; Treats">
259								<span class="segment-icon bg-as-medium">
260									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/trips-and-treats.svg" class="filter-yiq" alt="Trips &amp; Treats"></span>
261							</a>
262						</li>
263
264
265					
266												
267																																						
268												
269						<li class="breadcrumb-subsection-item">
270
271							<a href="/en/segments/home-and-heritage" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Home &amp; Heritage">
272								<span class="segment-icon bg-as-medium">
273									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/home-and-heritage.svg" class="filter-yiq" alt="Home &amp; Heritage"></span>
274							</a>
275						</li>
276
277
278					
279												
280																																						
281												
282						<li class="breadcrumb-subsection-item">
283
284							<a href="/en/segments/up-our-street" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Up Our Street">
285								<span class="segment-icon bg-as-lower">
286									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/up-our-street.svg" class="filter-yiq" alt="Up Our Street"></span>
287							</a>
288						</li>
289
290
291					
292												
293																																						
294												
295						<li class="breadcrumb-subsection-item">
296
297							<a href="/en/segments/frontline-families" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Frontline Families">
298								<span class="segment-icon bg-as-lower">
299									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/frontline-families.svg" class="filter-yiq" alt="Frontline Families"></span>
300							</a>
301						</li>
302
303
304					
305												
306																																						
307												
308						<li class="breadcrumb-subsection-item">
309
310							<a href="/en/segments/kaleidoscope-creativity" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Kaleidoscope Creativity">
311								<span class="segment-icon bg-as-lower">
312									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/kaleidoscope-creativity.svg" class="filter-yiq" alt="Kaleidoscope Creativity"></span>
313							</a>
314						</li>
315
316
317					
318												
319																																						
320												
321						<li class="breadcrumb-subsection-item">
322
323							<a href="/en/segments/supported-communities" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Supported Communities">
324								<span class="segment-icon bg-as-lower">
325									<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/supported-communities.svg" class="filter-yiq" alt="Supported Communities"></span>
326							</a>
327						</li>
328
329
330									</ul>
331			</li>
332		</ol>
333
334
335	</div>
336</nav>
337<div class="container-lg pb-7">
338	<div class="row">
339		<div class="col-md-8">
340			<div class="lead"><p>Find out more about each of the 10 culturally active segments and the 20 new subsegments that enhance them below, including information about behaviours, attitudes and preferences for arts, culture and heritage organisations:</p></div>
341		</div>
342		<!--/col-->
343		<div class="col-md-4">
344			<a href='/en/howto' class="text-decoration-none d-block mt-xl-n8 mb-xl-8 mt-md-n4 mb-md-4">
345								<img src="/sites/default/files/2024-08/motivation-guides.png" alt="Brightly coloured front covers of each PDF motivation guide displayed in a fan" class="img-fluid">
346				<div class="mt-xl-n8 mt-md-n4 mt-n10 mb-8 mb-md-0">
347					<p class="block-arrow-link">Download our Motivation Guides</p>
348				</div>
349			</a>
350		</div>
351	</div>
352	<!--/row-->
353	<div class="row row-cols-1 row-cols-md-2">
354
355
356							  
357
358
359<div class="mb-4 col">
360    <div class="d-flex border bg-lighter shadow-sm h-100">
361        <div class="bg-as-higher p-3 flex-shrink-0">
362            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/metroculturals.svg" width="24px" class="filter-yiq">
363        </div>
364        <div class="p-3">
365            <h5>Metroculturals</h5>
366            <p>Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.</p>
367            <p class="mb-0">
368                <a href="/en/segments/metroculturals" class="block-arrow-link mb-0">Find out more</a>
369            </p>
370        </div>
371        <div class="d-flex flex-column align-items-stretch justify-content-between">
372
373			                <a
374                    href="/en/segments/metroculturals?tab=subsegments#m1"
375                    class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border"
376                >
377                    <span class="color-yiq">M1</span>
378                </a>
379                            <a
380                    href="/en/segments/metroculturals?tab=subsegments#m2"
381                    class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border"
382                >
383                    <span class="color-yiq">M2</span>
384                </a>
385                    </div>
386
387    </div>
388</div>
389
390							  
391
392
393<div class="mb-4 col">
394    <div class="d-flex border bg-lighter shadow-sm h-100">
395        <div class="bg-as-higher p-3 flex-shrink-0">
396            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/commuterland-culturebuffs.svg" width="24px" class="filter-yiq">
397        </div>
398        <div class="p-3">
399            <h5>Commuterland Culturebuffs</h5>
400            <p>Affluent, professional, keen and well-informed people who are regularly and highly engaged, connoisseurs in the artforms they choose.</p>
401            <p class="mb-0">
402                <a href="/en/segments/commuterland-culturebuffs" class="block-arrow-link mb-0">Find out more</a>
403            </p>
404        </div>
405        <div class="d-flex flex-column align-items-stretch justify-content-between">
406
407			                <a
408                    href="/en/segments/commuterland-culturebuffs?tab=subsegments#subsegment-c1"
409                    class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border"
410                >
411                    <span class="color-yiq">C1</span>
412                </a>
413                            <a
414                    href="/en/segments/commuterland-culturebuffs?tab=subsegments#subsegment-c2"
415                    class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border"
416                >
417                    <span class="color-yiq">C2</span>
418                </a>
419                    </div>
420
421    </div>
422</div>
423
424							  
425
426
427<div class="mb-4 col">
428    <div class="d-flex border bg-lighter shadow-sm h-100">
429        <div class="bg-as-higher p-3 flex-shrink-0">
430            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/experience-seekers.svg" width="24px" class="filter-yiq">
431        </div>
432        <div class="p-3">
433            <h5>Experience Seekers</h5>
434            <p>Highly active, younger and social career-minded graduates, they are frequent and eclectic arts engagers.</p>
435            <p class="mb-0">
436                <a href="/en/segments/experience-seekers" class="block-arrow-link mb-0">Find out more</a>
437            </p>
438        </div>
439        <div class="d-flex flex-column align-items-stretch justify-content-between">
440
441			                <a
442                    href="/en/segments/experience-seekers?tab=subsegments#e1"
443                    class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border"
444                >
445                    <span class="color-yiq">E1</span>
446                </a>
447                            <a
448                    href="/en/segments/experience-seekers?tab=subsegments#e2"
449                    class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border"
450                >
451                    <span class="color-yiq">E2</span>
452                </a>
453                    </div>
454
455    </div>
456</div>
457
458							  
459
460
461<div class="mb-4 col">
462    <div class="d-flex border bg-lighter shadow-sm h-100">
463        <div class="bg-as-medium p-3 flex-shrink-0">
464            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/dormitory-dependables.svg" width="24px" class="filter-yiq">
465        </div>
466        <div class="p-3">
467            <h5>Dormitory Dependables</h5>
468            <p>Regular attenders living in suburbs and smaller towns, interested in heritage activities and mainstream arts and less likely to be attracted by contemporary offerings.</p>
469            <p class="mb-0">
470                <a href="/en/segments/dormitory-dependables" class="block-arrow-link mb-0">Find out more</a>
471            </p>
472        </div>
473        <div class="d-flex flex-column align-items-stretch justify-content-between">
474
475			                <a
476                    href="/en/segments/dormitory-dependables?tab=subsegments#d1"
477                    class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border"
478                >
479                    <span class="color-yiq">D1</span>
480                </a>
481                            <a
482                    href="/en/segments/dormitory-dependables?tab=subsegments#d2"
483                    class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border"
484                >
485                    <span class="color-yiq">D2</span>
486                </a>
487                    </div>
488
489    </div>
490</div>
491
492							  
493
494
495<div class="mb-4 col">
496    <div class="d-flex border bg-lighter shadow-sm h-100">
497        <div class="bg-as-medium p-3 flex-shrink-0">
498            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/trips-and-treats.svg" width="24px" class="filter-yiq">
499        </div>
500        <div class="p-3">
501            <h5>Trips &amp; Treats</h5>
502            <p>Mainstream arts and popular culture fans influenced by children, family and friends.</p>
503            <p class="mb-0">
504                <a href="/en/segments/trips-and-treats" class="block-arrow-link mb-0">Find out more</a>
505            </p>
506        </div>
507        <div class="d-flex flex-column align-items-stretch justify-content-between">
508
509			                <a
510                    href="/en/segments/trips-and-treats?tab=subsegments#t1"
511                    class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border"
512                >
513                    <span class="color-yiq">T1</span>
514                </a>
515                            <a
516                    href="/en/segments/trips-and-treats?tab=subsegments#t2"
517                    class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border"
518                >
519                    <span class="color-yiq">T2</span>
520                </a>
521                    </div>
522
523    </div>
524</div>
525
526							  
527
528
529<div class="mb-4 col">
530    <div class="d-flex border bg-lighter shadow-sm h-100">
531        <div class="bg-as-medium p-3 flex-shrink-0">
532            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/home-and-heritage.svg" width="24px" class="filter-yiq">
533        </div>
534        <div class="p-3">
535            <h5>Home &amp; Heritage</h5>
536            <p>Rural and small town pensioners attracted to daytime activities and historical content.</p>
537            <p class="mb-0">
538                <a href="/en/segments/home-and-heritage" class="block-arrow-link mb-0">Find out more</a>
539            </p>
540        </div>
541        <div class="d-flex flex-column align-items-stretch justify-content-between">
542
543			                <a
544                    href="/en/segments/home-and-heritage?tab=subsegments#h1"
545                    class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border"
546                >
547                    <span class="color-yiq">H1</span>
548                </a>
549                            <a
550                    href="/en/segments/home-and-heritage?tab=subsegments#h2"
551                    class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border"
552                >
553                    <span class="color-yiq">H2</span>
554                </a>
555                    </div>
556
557    </div>
558</div>
559
560							  
561
562
563<div class="mb-4 col">
564    <div class="d-flex border bg-lighter shadow-sm h-100">
565        <div class="bg-as-lower p-3 flex-shrink-0">
566            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/up-our-street.svg" width="24px" class="filter-yiq">
567        </div>
568        <div class="p-3">
569            <h5>Up Our Street</h5>
570            <p>Sociable retirees looking for inexpensive, mainstream, local leisure opportunities</p>
571            <p class="mb-0">
572                <a href="/en/segments/up-our-street" class="block-arrow-link mb-0">Find out more</a>
573            </p>
574        </div>
575        <div class="d-flex flex-column align-items-stretch justify-content-between">
576
577			                <a
578                    href="/en/segments/up-our-street?tab=subsegments#u1"
579                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
580                >
581                    <span class="color-yiq">U1</span>
582                </a>
583                            <a
584                    href="/en/segments/up-our-street?tab=subsegments#u2"
585                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
586                >
587                    <span class="color-yiq">U2</span>
588                </a>
589                    </div>
590
591    </div>
592</div>
593
594							  
595
596
597<div class="mb-4 col">
598    <div class="d-flex border bg-lighter shadow-sm h-100">
599        <div class="bg-as-lower p-3 flex-shrink-0">
600            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/frontline-families.svg" width="24px" class="filter-yiq">
601        </div>
602        <div class="p-3">
603            <h5>Frontline Families</h5>
604            <p>Frugal, semi-urban renting families, light on arts and culture but heavy on community.</p>
605            <p class="mb-0">
606                <a href="/en/segments/frontline-families" class="block-arrow-link mb-0">Find out more</a>
607            </p>
608        </div>
609        <div class="d-flex flex-column align-items-stretch justify-content-between">
610
611			                <a
612                    href="/en/segments/frontline-families?tab=subsegments#f1"
613                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
614                >
615                    <span class="color-yiq">F1</span>
616                </a>
617                            <a
618                    href="/en/segments/frontline-families?tab=subsegments#f2"
619                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
620                >
621                    <span class="color-yiq">F2</span>
622                </a>
623                    </div>
624
625    </div>
626</div>
627
628							  
629
630
631<div class="mb-4 col">
632    <div class="d-flex border bg-lighter shadow-sm h-100">
633        <div class="bg-as-lower p-3 flex-shrink-0">
634            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/kaleidoscope-creativity.svg" width="24px" class="filter-yiq">
635        </div>
636        <div class="p-3">
637            <h5>Kaleidoscope Creativity</h5>
638            <p>Mixed-age and many working in public or service sectors, often preferring free and local community festivals and art to engaging with public cultural institutions.</p>
639            <p class="mb-0">
640                <a href="/en/segments/kaleidoscope-creativity" class="block-arrow-link mb-0">Find out more</a>
641            </p>
642        </div>
643        <div class="d-flex flex-column align-items-stretch justify-content-between">
644
645			                <a
646                    href="/en/segments/kaleidoscope-creativity?tab=subsegments#k1"
647                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
648                >
649                    <span class="color-yiq">K1</span>
650                </a>
651                            <a
652                    href="/en/segments/kaleidoscope-creativity?tab=subsegments#k2"
653                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
654                >
655                    <span class="color-yiq">K2</span>
656                </a>
657                    </div>
658
659    </div>
660</div>
661
662							  
663
664
665<div class="mb-4 col">
666    <div class="d-flex border bg-lighter shadow-sm h-100">
667        <div class="bg-as-lower p-3 flex-shrink-0">
668            <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/supported-communities.svg" width="24px" class="filter-yiq">
669        </div>
670        <div class="p-3">
671            <h5>Supported Communities</h5>
672            <p>Many people in these groups live in social housing and may rely on financial support or experience multiple types of deprivation or poor health.</p>
673            <p class="mb-0">
674                <a href="/en/segments/supported-communities" class="block-arrow-link mb-0">Find out more</a>
675            </p>
676        </div>
677        <div class="d-flex flex-column align-items-stretch justify-content-between">
678
679			                <a
680                    href="/en/segments/supported-communities?tab=subsegments#s1"
681                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
682                >
683                    <span class="color-yiq">S1</span>
684                </a>
685                            <a
686                    href="/en/segments/supported-communities?tab=subsegments#s2"
687                    class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border"
688                >
689                    <span class="color-yiq">S2</span>
690                </a>
691                    </div>
692
693    </div>
694</div>
695
696			
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698
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700<!--/container-lg-->
701
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703
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705
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707    
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