
GITNUXSOFTWARE ADVICE
MediaTop 10 Best Automotive Media Services of 2026
Ranked picks of top automotive media services with key differences from Car and Driver, MotorTrend, and Autoweek for PR teams.
How we ranked these tools
Core product claims cross-referenced against official documentation, changelogs, and independent technical reviews.
Analyzed video reviews and hundreds of written evaluations to capture real-world user experiences with each tool.
AI persona simulations modeled how different user types would experience each tool across common use cases and workflows.
Final rankings reviewed and approved by our editorial team with authority to override AI-generated scores based on domain expertise.
Score: Features 40% · Ease 30% · Value 30%
Gitnux may earn a commission through links on this page — this does not influence rankings. Editorial policy
Finn Partners is the best fit for automotive teams that need managed media relations execution for launches and announcements, whereas Bianchi Public Relations works well when you want a specialist partner to handle press-ready coverage and content for model-year and big moments.
Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
Finn Partners
Automotive OEM communications programs that coordinate press messaging across internal approvals and external journalist requirements.
Built for fits when automotive teams need managed media relations execution for launches and announcements..
MSL
Editor pickService-led press fleet coordination that ties vehicle availability to media briefing, embargo windows, and publishing-ready assets.
Built for fits when automotive comms teams need managed press programs with vehicle, assets, and timing handled together..
Weber Shandwick
Editor pickAutomotive media relations operations that coordinate embargo timing and editorial briefing consistency across launch periods.
Built for fits when OEM or dealer groups need managed media relations and automotive launch communications execution..
Comparison Table
Finn Partners
agencyFinn Partners provides automotive and mobility communications, media relations, content, and public affairs services.
Automotive OEM communications programs that coordinate press messaging across internal approvals and external journalist requirements.
Finn Partners functions as a communications execution partner for automotive brands, covering media relations, OEM communications, and campaign-level press execution. The delivery model centers on message discipline and outreach execution tied to vehicle announcement timelines. Engagements typically fit teams that already own product content and need third-party coordination across journalists, outlets, and press processes.
A key tradeoff is reliance on the brand to provide core vehicle materials such as technical inputs, assets, and approvals, since the service focus is communications delivery rather than vehicle review production. Finn Partners is a strong fit for usage situations like coordinating dealership or market-facing announcements that depend on consistent press messaging and clear approval pathways.
- +Automotive-specific messaging execution for OEM communications and media relations
- +Account teams built for press coordination and time-bound launch workflows
- +Structured outreach around outlet needs and approval-driven content readiness
- +Clear governance of messaging across stakeholder sign-offs
- –Limited emphasis on end-to-end vehicle review production and road test staffing
- –Requires the brand to supply technical inputs and assets for timely outreach
OEM communications teams
Coordinate announcement messaging to press
More consistent pickup across outlets
Automotive PR leads
Run recurring media relations programs
Higher reliability of coverage timing
Show 2 more scenarios
Dealer group marketers
Support market-facing press coordination
Fewer approval and briefing gaps
Deliver consistent dealer and brand messaging for local press touchpoints.
Product comms owners
Prepare content for timed press drops
On-time media distribution cadence
Turn product inputs into outlet-ready communications aligned to embargo and rollout windows.
Best for: Fits when automotive teams need managed media relations execution for launches and announcements.
MSL
agencyMSL delivers automotive public relations, influencer relations, media engagement, and integrated communications.
Service-led press fleet coordination that ties vehicle availability to media briefing, embargo windows, and publishing-ready assets.
MSL works well when media programs need hands-on operational execution across multiple touchpoints, not just content intake. Press fleet logistics are handled alongside media relations support so vehicles, access windows, and briefing materials stay aligned. Technical specification packaging and vehicle photography deliverables reduce friction for automotive newsrooms that publish vehicle reviews and comparison coverage. The engagement fits teams that must coordinate embargo handling and press release timelines with real-world vehicle availability.
A key tradeoff is that MSL centers on services rather than an API-first self-serve portal, so internal engineering teams get limited automation surface. It is a strong choice for OEM communications, dealer group marketing, and motorsport-related media programs that need reliable coordination and clear governance of deliverables. Coverage cadence depends on production and courier timing, which can constrain last-minute changes. Usage is most effective when intake requirements and deadlines are defined up front and reviewed before dispatch.
- +Operational handling of press fleet logistics and media relations coordination
- +Vehicle photography and technical specification packaging built for newsroom publishing
- +Embargo and timeline management across multi-title media programs
- +Clear deliverable handoffs aligned to editorial review workflows
- –Limited self-serve automation surface compared with API-first vendors
- –Change requests late in the vehicle availability window can disrupt schedules
OEM communications teams
Launch press fleet with coordinated briefings
Fewer timing failures during launches
Dealer group marketing
Regional review access and asset delivery
More usable materials per request
Show 2 more scenarios
Automotive PR teams
Media relations with embargo-ready workflows
Better compliance with embargo timing
Runs end-to-end coordination so outlets receive accurate materials within controlled release windows.
Motorsport comms managers
Press logistics for event coverage
Higher reliability for time-sensitive coverage
Manages vehicle and asset readiness to support real-world event reporting schedules.
Best for: Fits when automotive comms teams need managed press programs with vehicle, assets, and timing handled together.
Weber Shandwick
agencyWeber Shandwick delivers automotive public relations, brand communications, and media engagement programs.
Automotive media relations operations that coordinate embargo timing and editorial briefing consistency across launch periods.
Weber Shandwick supports automotive public relations and media relations programs that typically span press releases, media pitch strategies, and newsroom briefing materials around vehicle reviews and model-year coverage. The operating model is built around relationship management with automotive journalists and editorial groups, which improves consistency across recurring coverage calendars and embargoed communications windows. Coverage planning and execution are geared toward OEM communications and dealer group marketing situations where approvals and message governance matter.
A key tradeoff is that the work centers on communications and execution rather than building tool-centric automation for content workflows like load-and-schedule publishing or audience analytics dashboards. Weber Shandwick works best when an automotive newsroom relies on an external communications partner to coordinate deliverables, manage media interactions, and keep messaging steady across launch and road-test cycles.
- +Automotive PR and media relations execution aligned to OEM launch cycles
- +Consistent briefing and messaging across embargoed media coverage windows
- +Strong coordination for journalist relations and editorial communication needs
- +Operational focus on stakeholder-heavy approvals and message governance
- –Less suited to teams seeking a self-serve automation and publishing workflow
- –Execution quality depends on timely brand feedback and review turnaround
- –API or developer integration surface is not the primary deliverable
- –Coverage strategy cadence can be harder to change mid-campaign
OEM communications teams
Launch press and journalist briefings
More consistent earned media pickup
Dealer group marketing leaders
Model-year campaign media outreach
Higher referral reach from coverage
Show 2 more scenarios
Automotive PR managers
Embargo-managed review coordination
On-time journalist publication support
Runs embargo timing and editorial briefing flow for vehicle review and road-test requests.
Executive comms stakeholders
Approved narrative for powertrain updates
Reduced approval churn
Maintains message control so technical talking points remain consistent across stakeholders.
Best for: Fits when OEM or dealer groups need managed media relations and automotive launch communications execution.
FleishmanHillard
agencyFleishmanHillard provides automotive media relations, public affairs, crisis communications, and brand strategy.
Press fleet and media loaner program orchestration tied to embargo windows and outlet scheduling.
FleishmanHillard is an automotive public relations and media relations firm that connects OEM communications with outlet and influencer workflows. The offering is built around press fleets, media relations programs, and campaign execution that supports vehicle launches and access-led storytelling.
Engagement management typically includes briefing coordination, embargo handling, and structured communications to keep automotive journalism deliverables aligned. Delivery quality shows up in how teams coordinate logistics for media loaners and vehicle photography needs across multiple stakeholders.
- +Embargo and access workflows fit newsroom timing for vehicle launches
- +Media relations programs handle press fleets and loaner coordination
- +OEM communications support consistent messaging across outlets
- +Vehicle photography logistics align deliverables with production schedules
- –Execution depends on structured client input for embargo and asset timing
- –Less suited for teams needing publish-ready automation via direct API access
- –Deep customization can require governance discipline across stakeholders
- –Turnaround for iterative creative briefs may slow during multi-outlet campaigns
Best for: Fits when automotive brand teams need managed media relations and press logistics coordination across outlets.
Racepoint Global
agencyRacepoint Global provides communications and media relations for automotive technology and mobility companies.
Media campaign reporting that links research findings to press planning decisions across launches and coverage cycles.
Racepoint Global delivers automotive media and insights support built around media analytics, content planning, and stakeholder reporting for OEMs and publishers. It is distinct for how its newsroom and campaign workflows tie reporting artifacts to ongoing research and distribution decisions.
The service focus aligns with repeatable media operations such as press planning, audience measurement, and executive-ready documentation. Engagement fit centers on coordination across communications teams and media partners rather than one-off article production.
- +Media analytics outputs designed for executive and cross-team reporting workflows
- +Automotive communications support that maps research insights to editorial planning
- +Structured engagement approach for recurring launches and model-year coverage cycles
- +Practical coordination for OEM messaging and media relations execution
- –Integration and automation surface is not positioned for self-serve API workflows
- –Governance controls and audit log details are not clear enough for regulated publishing pipelines
- –Reporting depth may require tighter scoping to match specific newsroom KPIs
- –Operational turnaround depends on human review steps rather than fully automated processing
Best for: Fits when OEM or agency teams need repeatable automotive media operations tied to ongoing measurement and reporting.
Edelman
agencyEdelman provides automotive communications, media relations, research, and reputation management services.
End-to-end campaign coordination across PR messaging, media relations workflows, and press access timelines.
Edelman operates as an automotive public relations and media relations partner focused on OEM communications, dealer group marketing, and earned coverage outcomes. Its core capability is campaign planning tied to media relations workflows like press releases, media outreach, and coordination around vehicle access and editorial timelines.
Edelman also supports executive communications and narrative development for launches and model-year coverage, using structured messaging to keep stakeholders aligned across channels. For automotive newsrooms and brand teams, the distinct value is cross-discipline orchestration between PR, messaging, and media relationships rather than a pure publishing toolchain.
- +Strong automotive PR execution for OEM communications and earned media pitching
- +Narrative and messaging controls that reduce handoff drift across stakeholders
- +Experience coordinating vehicles for press access and editorial production timelines
- +Campaign-level planning across communications channels, not just newsroom publishing
- –Limited transparency into publishing automation workflows compared with tooling-first vendors
- –Requires tight internal approvals to maintain embargo timing discipline
- –Automation and API surface are not a primary focus in the service offering
- –Deep technical analytics may be secondary to media relations outcomes
Best for: Fits when OEMs or dealer groups need staffed media relations execution and messaging governance.
Allison Worldwide
agencyAllison Worldwide provides automotive communications, public relations, content, and media relations services.
Vehicle access coordination for automotive press operations, including sequencing of media loaners and delivery handoffs.
Allison Worldwide targets automotive media operations with services and workflows around press logistics, vehicle access, and newsroom coordination. Its distinct angle is operational delivery for automotive communications needs rather than editorial tooling for writing or publishing.
The service support typically covers handling press requests, coordinating press fleets and loaner vehicles, and managing media-facing communications deliverables. Teams that run continuous model-year coverage benefit most when operations, scheduling, and delivery handoffs are run with defined playbooks.
- +Media logistics coverage for press fleets and vehicle access coordination
- +Operations-focused workflow designed around automotive communications handoffs
- +Delivery process fits campaigns needing consistent scheduling discipline
- +Supports multi-stakeholder coordination between OEM and media requests
- –Less suited for teams that need a DIY workflow engine or internal publishing tools
- –Integration and API automation are not a core expectation for this service model
- –Outcomes depend on provided assets and timing from the request originator
- –Scales best with structured request volumes rather than ad hoc one-offs
Best for: Fits when automotive teams need managed media logistics and vehicle access coordination for ongoing press activity.
Bianchi Public Relations
specialistBianchi Public Relations delivers communications, media relations, and content services for automotive and transportation brands.
Embargo and launch timeline coordination for automotive press outreach, grounded in disciplined briefing handoffs.
Bianchi Public Relations is an automotive media relations agency that focuses on press-facing communications rather than software tooling.
The core offering is coordinating OEM communications with automotive journalism outlets through structured briefing materials and media outreach execution.
Teams typically receive support for press release preparation, editor and writer briefings, and delivery logistics for press assets used in coverage.
The main determinant of results is how completely the brand inputs are organized for vehicle details and timing constraints.
- +Automotive-focused media relations staff with campaign-ready OEM messaging support
- +Clear briefing workflows for editors and writers around launches and updates
- +Practical asset coordination for photography and technical fact sheets
- +Responsive handling of embargo and press timing coordination demands
- –Limited evidence of direct publishing automation compared with tech-forward competitors
- –Requires structured inputs from brand teams for vehicle specifics and claims
- –Less suited for high-volume newsroom content production without internal writers
- –Turnaround quality depends on completeness of the briefing packet
Best for: Fits when automotive brands need managed media relations execution for launches and model-year announcements.
INNOCEAN
agencyINNOCEAN delivers automotive advertising, media planning, creative campaigns, and brand communications.
Agency-run press asset pipeline that coordinates vehicle media inputs through approvals into release-ready deliverables.
INNOCEAN provides automotive media services tied to OEM communications and brand messaging execution. The core work centers on campaign production workflows that translate vehicle and brand inputs into publish-ready press assets, including written releases and visual materials.
Delivery quality is expressed through coordination of vehicle content timelines and handoffs between creative, PR, and production teams. Integration depth tends to be more operational than developer-facing, with automation focused on internal approvals and distribution steps rather than external platform APIs.
- +Execution strength for OEM communications that require tight timeline coordination
- +Production handoffs designed for press assets like photos and vehicle feature writeups
- +Workflow discipline for embargo-style publishing steps and approval cycles
- +Good fit for brand teams needing consistent messaging across channels
- –Limited evidence of public API depth for newsroom and media tech integration
- –Automation emphasis is internal, so external campaign systems may need manual bridging
- –Less suited to purely data-driven publishing pipelines without dedicated ops support
- –Reporting depth depends on engagement scope rather than standardized media metrics
Best for: Fits when OEM or dealer teams need agency-run press and vehicle content production under strict timelines.
The Engine Room
specialistThe Engine Room provides automotive public relations, content creation, and media campaign services.
End-to-end automotive media pipeline coordination that links press material intake, embargo coordination, and publication execution.
The Engine Room targets automotive newsrooms and agencies that need repeatable workflows for vehicle content, from press materials to publication-ready deliverables. Its core capability is managing media production and publication workflows tied to OEM and dealer communications, including press fleet handling and embargo-style coordination.
The Engine Room also supports audience measurement and traffic routing so editorial decisions can connect to engagement outcomes. Compared with Car and Driver, MotorTrend, and Autoweek, it focuses more on operations and media pipeline delivery than on producing a single house editorial voice.
- +Workflow coverage matches automotive press and media logistics needs
- +Editorial coordination supports embargo timing and handoff discipline
- +Built for ongoing model-year and campaign-style content cycles
- +Audience measurement ties publishing output to engagement signals
- –Deep newsroom integration needs defined process ownership
- –Workflow configuration effort can be high for small teams
- –Limited transparency for third-party content tooling integration
- –Best results depend on consistent asset and metadata practices
Best for: Fits when automotive newsrooms need managed press-to-publish workflows with measurable engagement reporting.
Conclusion
After evaluating 10 media, Finn Partners stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
How to Choose the Right automotive media
Automotive media buying succeeds when launch and newsroom timelines stay aligned across messaging, access, and vehicle asset handoffs. This guide covers Finn Partners, MSL, Weber Shandwick, FleishmanHillard, Racepoint Global, Edelman, Allison Worldwide, Bianchi Public Relations, INNOCEAN, and The Engine Room.
The selection framework across these providers prioritizes how tightly automotive media relations work is coordinated for embargo periods and press access, and how much operational control the brand gains during execution. It also distinguishes who handles end-to-end press-to-deliverable pipelines versus who focuses on media relations execution anchored to OEM communications and launch workflows.
Automotive media services that coordinate press relations, vehicle access, and press-ready deliverables
Automotive media services organize automotive journalism workflows by coordinating earned media outreach, vehicle availability, and press-usable materials under embargo and publication timing constraints. Finn Partners and Edelman each center automotive OEM communications programs on stakeholder approvals and press coordination so launch messaging remains consistent across time-bound windows.
MSL, FleishmanHillard, and Allison Worldwide focus on operational vehicle access and press logistics that tie press fleets and loaner coordination to media briefing requirements. Weber Shandwick and Bianchi Public Relations emphasize embargo-timed editorial briefing consistency and structured handoffs for launch periods, while Racepoint Global and The Engine Room add a more measurement-oriented reporting layer around coverage cycles and engagement tracking.
Automotive media ops capabilities to compare across providers
Automotive media services succeed when press materials, access, and embargo timing stay aligned from OEM or dealer inputs to journalist delivery. These capabilities decide whether vehicle availability and press briefings match newsroom publication windows.
The strongest offerings also control handoffs. Finn Partners and Edelman emphasize stakeholder approvals that prevent messaging drift, while MSL, FleishmanHillard, and Allison Worldwide focus on press fleet and loaner sequencing tied to briefings.
Embargo and launch-timeline governance
Weber Shandwick and Bianchi Public Relations coordinate embargo timing and editorial briefing consistency across launch periods. FleishmanHillard adds press fleet and media loaner orchestration that stays anchored to the same access windows.
Press fleet and vehicle access orchestration
MSL, FleishmanHillard, and Allison Worldwide operationalize press fleet logistics and media loaner delivery handoffs. Allison Worldwide sequences media loaners and delivery handoffs for ongoing press activity.
OEM communications messaging control across stakeholders
Finn Partners and Edelman run automotive OEM communications programs that coordinate press messaging through internal approvals and external journalist requirements. Edelman also pairs messaging governance with staffed media relations pitching for earned media.
Press-to-asset production workflow for publish-ready materials
MSL packages vehicle photography and technical specification inputs into publishing-ready newsroom assets. INNOCEAN provides an agency-run press asset pipeline that turns approved vehicle inputs into release-ready photos and vehicle feature writeups.
Media measurement tied to planning and reporting
Racepoint Global emphasizes media campaign reporting that links research findings to press planning decisions across coverage cycles. The Engine Room adds engagement reporting tied to the press-to-publication workflow, which supports newsroom performance tracking.
Automation and integration surface for media operations
MSL is built around service-led coordination rather than an API-first automation model with broad self-serve integration. Finn Partners similarly emphasizes managed execution with press coordination depth, while Racepoint Global and The Engine Room show less clarity on public integration interfaces.
Choose the delivery model that matches the newsroom workflow
Different automotive media services optimize different parts of the pipeline. Some providers center messaging governance for OEM communications, while others center press fleet logistics or press-to-publish workflow execution.
The right choice depends on who owns inputs and how changes propagate during the vehicle availability window. FleishmanHillard and Allison Worldwide handle scheduling discipline through structured client input, while MSL couples vehicle availability with briefing and newsroom-ready asset packaging.
Start with the workflow choke point: messaging governance or vehicle access
If approval-heavy OEM communications are the choke point, Finn Partners and Edelman coordinate messaging across internal stakeholders and external journalist requirements. If vehicle access sequencing is the choke point, MSL, FleishmanHillard, and Allison Worldwide tie press fleet and loaner logistics to media briefing requirements.
Map embargo discipline to the provider operating model
Weber Shandwick and Bianchi Public Relations coordinate embargo timing and editorial briefing consistency across launch periods. FleishmanHillard extends the same embargo discipline into press fleet and media loaner orchestration across outlets.
Decide whether publish-ready assets are produced internally or packaged from brand inputs
MSL builds vehicle photography and technical specification packaging designed for newsroom publishing. INNOCEAN runs an agency-run press asset pipeline that coordinates vehicle media inputs through approvals into release-ready deliverables.
Select based on how changes during the availability window will be managed
MSL can be disrupted by late change requests inside the vehicle availability window because the workflow depends on timing alignment for press fleet logistics and briefing. Finn Partners and Edelman emphasize managed execution, but they still require brand teams to supply technical inputs and assets on time for launches.
Match measurement needs to planning and reporting outputs
Racepoint Global is tuned for executive reporting that connects research outputs to press planning decisions across launches and coverage cycles. The Engine Room focuses on engagement reporting tied to the end-to-end press-to-publication pipeline, which supports newsroom performance review.
Who automotive media services fit best
Automotive media services fit teams that coordinate earned media outreach, vehicle availability, and press-usable materials under embargo and publication timing constraints. Providers vary by whether they primarily staff media relations execution, run press fleet logistics, or manage a press-to-publish workflow.
The clearest fit comes from aligning the provider’s operating model with the organization’s internal bottleneck. Finn Partners and Edelman suit stakeholder-heavy messaging governance, while MSL and Allison Worldwide suit vehicle access coordination.
OEM communications and brand PR teams running launch and announcement cycles
Finn Partners and Edelman coordinate automotive OEM communications messaging through internal approvals and external journalist requirements for time-bound launch windows.
Dealer groups and regional networks managing press fleets and media loaners
MSL, FleishmanHillard, and Allison Worldwide coordinate press fleet logistics and loaner sequencing so vehicle access aligns with briefing requirements and embargo timing.
Automotive newsroom operations that need a press-to-publish workflow
The Engine Room and MSL support managed pipelines that connect press material intake, embargo coordination, and publication execution with measurable engagement reporting in The Engine Room.
Comms teams that treat research insights as a driver for coverage planning
Racepoint Global produces media analytics outputs designed for executive reporting workflows that map research findings to editorial planning decisions.
Brands that require agency-run production of release-ready press assets under tight timelines
INNOCEAN and MSL coordinate vehicle media inputs through approvals into release-ready photos and vehicle feature writeups for newsroom delivery.
Common buying mistakes in automotive media services
Misalignment usually shows up as missed timing windows or broken handoffs between stakeholders and journalists. These pitfalls persist even when the provider is strong at execution because the workflow depends on predictable inputs and change control.
The fastest way to avoid issues is to pick the operating model that matches the internal bottleneck and to specify which team supplies technical inputs and assets for vehicle-specific claims.
Choosing an OEM communications messaging provider when vehicle access sequencing drives the timeline risk
Finn Partners is built for automotive OEM communications coordination, while MSL, FleishmanHillard, and Allison Worldwide center press fleet and media loaner orchestration tied to briefing and embargo windows.
Assuming automation and integration are strong when the service model is staff-led coordination
MSL and Weber Shandwick emphasize managed coordination rather than an API-first self-serve automation surface, which can limit integration with newsroom systems compared with tooling-first expectations.
Underestimating how late changes to availability can disrupt launch execution
MSL flags that late change requests inside the vehicle availability window can disrupt schedules, and FleishmanHillard execution depends on structured client input for embargo and asset timing.
Skipping clarity on approval turnaround when briefing consistency is tied to embargo periods
Weber Shandwick and Bianchi Public Relations depend on timely brand feedback and review turnaround for consistent briefing across embargoed coverage windows.
How We Selected and Ranked These Providers
We evaluated Finn Partners, MSL, Weber Shandwick, FleishmanHillard, Racepoint Global, Edelman, Allison Worldwide, Bianchi Public Relations, INNOCEAN, and The Engine Room on execution depth for automotive media relations workflows tied to embargo periods and press access. Features carried 40% weight because providers must coordinate messaging, vehicle access, and press-ready assets into a publishable timeline.
Ease and value each carried 30% weight because teams need predictable operations during launch windows, not just high-touch service outputs. Finn Partners ranked highest by pairing automotive-specific OEM communications execution with account teams built for press coordination and time-bound launch workflows.
Frequently Asked Questions About automotive media
How do Car and Driver, MotorTrend, and Autoweek workflows differ when they switch from editorial-only production to press-to-publish pipeline services?
Which provider is better for press fleets and media loaner scheduling across multiple outlets?
How does embargo management show up in day-to-day operations for automotive teams?
What data migration or content handoff issues typically break media workflows when switching agencies or operational platforms?
When do teams need SSO, RBAC, and audit logs for automotive media operations, and how do the services differ in emphasis?
Which provider handles press releases, technical specifications packaging, and vehicle photography deliverables as a coordinated output set?
What breaks if a team treats automotive media relations as content writing only and ignores access-led logistics?
How do admin controls and governance typically differ across staffed media relations agencies versus newsroom workflow operators?
Which provider offers the most extensibility for future workflow additions like audience measurement or traffic routing, and what is the tradeoff?
Tools reviewed
Primary sources checked during evaluation.
Referenced in the comparison table and product reviews above.
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