Lecture 4

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The Content

Management Team &


HTML
Objectives

■ Introduction to the Content Management Team


■ Key responsibilities and functions of a Content Management
Team
■ Editors
■ Site planners
■ Developers
■ Administrators
■ Stakeholders
Core functions of content management team

 "Content Management Team" (CMT) typically refers to a group of individuals


within an organisation responsible for planning, creating, and managing content.

 The core function of the CMT revolves around the strategic development and
effective handling of various types of content to achieve organisational goals.
Content Planning

 Strategy Development: The CMT is involved in creating a content strategy


aligned with the organisation’s overall goals.
 This includes:
• defining target audiences,
• determining key messages, and
• establishing the tone and style for content creation.
 Content Calendar: The team develops and maintains a content calendar that
outlines the schedule for creating and publishing content.
 This helps ensure a consistent flow of content and aligns with marketing and
communication initiatives.
Content Creation
 Copywriting and Editing: The team is responsible for crafting engaging and
informative content.
 This includes:
• writing,
• editing, and
• proofreading materials such as articles, blog posts, website content, social
media posts, and more.
 Multimedia Production: In addition to written content, the CMT may be involved
in creating multimedia content, including images, videos, infographics, and other visual
assets.
Content Management
 Content Distribution: The CMT oversees the distribution of content across
various channels, ensuring that it reaches the intended audience.
 This may involve collaboration with marketing, social media, and other
relevant teams.
 SEO Optimisation: The team may work on optimising content for search
engines to improve discoverability and reach a broader audience.
 Content Updates: Regularly reviewing and updating existing content to ensure
relevance and accuracy is part of the ongoing management process.
Performance Monitoring and Analysis

 Analytics: The CMT uses analytics tools to track the performance


of content.
 This involves measuring key performance indicators (KPIs) such as
website traffic, engagement, and conversion rates.
 Feedback and Iteration: Based on analytics and user feedback,
the team iterates on content strategies and makes adjustments to
improve effectiveness.
Collaboration

 Cross-functional collaboration: The CMT collaborates with


various departments, including marketing, communications, design,
and product teams, to ensure content aligns with broader
organisational objectives.

 Stakeholder Communication: Communicating with stakeholders,


understanding their needs, and incorporating their input into content
development are crucial aspects of the team's responsibilities.
The evolution of the Content Management Team (CMT)

 The evolution of the Content Management Team (CMT) is closely


tied to the rapid advancements in technology and the
transformative impact of the digital age.
 As digital platforms and communication channels have proliferated,
the role and importance of the CMT have grown significantly
 Next, we discussion on the evolution of the CMT and its increasing
significance in the digital age:
Traditional Content Management

 In the pre-digital era, content management primarily revolved


around print publications, brochures, and other traditional media.

 The focus was on offline channels, and content creation and


distribution were often slower and more limited in scope.
Digital Transformation

 The advent of the internet and the rise of digital technologies


marked a significant shift in content management.

 Organisations began establishing an online presence, and websites


became a primary platform for sharing information.
Emergence of Social Media

 The rise of social media platforms introduced new channels for


content distribution and engagement.

 CMTs had to adapt to social media's dynamic and interactive nature,


focusing on shorter, more shareable content and real-time
communication.
Content Marketing and SEO

 With the recognition of the importance of online visibility, content


marketing and search engine optimization (SEO) gained prominence.

 CMTs started focusing on creating high-quality, relevant content that


informed and engaged audiences and ranked well on search engines.
Mobile Optimisation

 The proliferation of smartphones and mobile devices necessitated a


shift towards mobile-optimised content.

 CMTs had to ensure that content was not only visually appealing on
smaller screens but also provided a seamless user experience across
various devices.
Data Analytics and Personalisation

 The digital age brought a wealth of data and analytics tools that
allowed CMTs to measure content performance and user
engagement.

 Personalisation became a key focus, tailoring content to individual


preferences based on user behaviour and data insights.
Content Automation and AI

 Automation tools and artificial intelligence (AI) started playing a role in


content creation, distribution, and analysis.

 CMTs explored ways to leverage AI for tasks such as chatbot


interactions, content curation, and data-driven decision-making.
Interactive and Visual Content

 The demand for more engaging content led to an increased focus on


interactive and visual elements, such as videos, infographics, and
interactive web experiences.

 CMTs adapted strategies to incorporate these elements into their


content plans.
Real-Time Engagement

 The digital age brought about the expectation of real-time


communication and engagement with audiences.

 CMTs embraced tools for instant messaging, live streaming, and


social media monitoring to stay connected and responsive.
Global Reach and Multilingual Content

 The digital age facilitated global reach, requiring CMTs to consider cultural
nuances and create multilingual content to cater to diverse audiences.

• Cybersecurity and Content Integrity


With the increasing digital footprint, CMTs have become more conscious of
cybersecurity and the need to protect digital assets, ensuring the integrity and security
of content.
Editors

 Editors are responsible for creating, editing, and managing the content inside the CMS.
 Editors tend to get lumped into a single group, but the “editor” role is a crude generalisation
 All editors are not created equal, and they might have a wide variety of capabilities.
 Some capabilities to refine Editors sub-roles are as follows:
• By section/branch/location
 Editors might be able to edit only a specific subset of content on the website, whether that
be a section, a branch on the content tree or some other method of localisation.
 By content type
 Editors might be able to edit only specific types of content
 They might manage the employee profiles, which appear in multiple department sites, or
manage company news articles, regardless of location.
Editors (cont…)

 More capabilities to refine Editors sub-roles are as follows:


• By editing interface
 Editors might be limited by the interface they’re allowed to use.
 In larger installations, it’s not uncommon to channel certain editors through specialised,
custom-built interfaces designed to allow them to manage only the content under their
control.
 Approvers
 This role is responsible for reviewing submitted content, ensuring it’s valid, accurate, and
of acceptable quality, and then publishing that content.
 Many editors are also approvers, responsible for vetting content submitted by more
junior editors
Editors (cont…)
 Marketers
• By editing interface
 Editors might be limited by the interface they’re allowed to use.
 In larger installations, it’s not uncommon to channel certain editors through specialised, custom-built interfaces
designed to allow them to manage only the content under their control.
 UGC/community managers
• This role is responsible for verifying the appropriateness of content submitted by users (user-generated content, or
UGC), such as user profile information and blog comments.
• These managers are similar to approvers, but they only have control over UGC, rather than core editorial content (in
some cases, this might be the majority of the content on the site)
 Translators
• This role is responsible for the translation of content from one language to another.
• Translators only need to understand the editorial functionality of the CMS to the extent required to add translations of
specific content objects (perhaps even of only specific content attributes, in the event that content objects are only
partially translated).
Site Planners

 Site planners are responsible for designing the website the CMS will manage.

 Most of their involvement will be prior to launch, with sporadic further involvement as the site develops and changes
over time
 Several subroles exist:
 Content strategists
o This role is responsible for designing content, both holistically and tactically.
o As a by-product of the content planning process, content strategists define the content types and
interactions the website must support.
 User experience (UX) designers and information architects
o These roles are responsible for organising content and designing the users’ interaction with the website.
o They will need to understand how the CMS organizes content and what facilities are available to
aggregate and present content to end users.
Site Planners (cont…)

Visual designers
o This role is responsible for the final, high-fidelity design of the
website.
o Visual designers don’t need intimate knowledge of the CMS, as
CMS-related limitations will have guided the process up to their
involvement.
Developers

 Developers are responsible for installing, configuring, integrating, and


templating the CMS to match the requirements of the project.
 How much development effort this takes is specific to the complexity of the
requirements and how well matched the CMS is to those requirements out
of the box.
 Like editors, not all developers are created equal.
 Under the umbrella of development, there are multiple categories of tasks
that define different roles
Developers (cont…)

 Categories of tasks that define different roles include:


 CMS configuration
o This role is responsible for the installation and configuration of the
CMS itself, including establishing the content model, creating
workflows and other editorial tools, creating user groups, roles,
and permissions, etc.
Developers (cont…)
 Backend (server) development
o This role is responsible for more low-level development performed in a traditional programming
language (PHP, C#, Java, etc.) to accomplish more complex content management tasks or to integrate
the CMS with other systems.
o This developer should have experience in (1) the required programming language and (2) the API of
the CMS.
 Frontend (client) development or templating
o This role is responsible for the creation of HTML, CSS, JavaScript, template logic, and other code
required to present managed content in a browser.
o This developer needs only to know the templating language and architecture provided by the CMS, and
how it integrates with HTML, CSS, and JavaScript.
Administrators

 Administrators are responsible for the continued operation of the CMS and the associated infrastructure.
 Within this group are several sub-roles:
 CMS administrator: This role is responsible for managing the CMS itself, which includes user
and permission management, workflow creation and management, licensing management, and all
other tasks not related to content creation.
 Server administrator: This role is responsible for maintaining and supporting the server(s) on
which the CMS runs and/or deploys content.
 Database/storage administrator: This role is responsible for managing the database server and
storage networks that hold the CMS content.
Stakeholders

 The stakeholders of a CMS project are an amorphous group representing the people responsible for the
results that the CMS is intended to bring about.
 They are normally business or marketing staff (as opposed to editorial or IT staff) who look at the CMS
simply as a means to an end.
 In general, stakeholders are looking to a CMS to do one of two things:
 Increase revenue.
 Reduce costs and/or risk.
 These goals can be achieved in a number of different ways, a CMS simply being one of them.
Basic HTML & CSS
HTML

 HTML stands for Hyper Text Markup Language


 HTML is the standard markup language for creating Web pages
 HTML describes the structure of a Web page
 HTML consists of a series of elements
 HTML elements tell the browser how to display the content
 HTML elements label pieces of content such as "this is a heading", "this is a
paragraph", "this is a link", etc.

A Simple HTML Document

<!DOCTYPE html> defines that this document is an HTML5 document


<html> root element of an HTML page
<head> meta information about the HTML page
<title>Page Title</title> specifies a title for the HTML page (which is shown in
the browser's title bar or in the page's tab)
</head>
<body> defines the document's body, and is a container for all the
visible contents, such as headings, paragraphs, images,
hyperlinks, tables, lists, etc.

<h1>My First Heading</h1> defines a large heading


<p>My first paragraph.</p> define a paragraph

</body>
</html>
What is an HTML Element?

 <h1>My First Heading</h1>


 <p>My first paragraph.</p>
HTML Page Structure
Tags

 The essence of HTML programming is tags


 A tag is a keyword enclosed by angle brackets ( Example: <I> )
 There are opening and closing tags for many but not all tags; The affected
text is between the two tags
 The opening and closing tags use the same command except the closing tag
contains and additional forward slash /
 For example, the expression <B> Warning </B> would cause the word
‘Warning’ to appear in bold face on a Web page
Nested Tags

 Whenever you have HTML tags within other HTML tags, you must close the
nearest tag first
 Example:
<H1> <I> The Nation </I> </H1>
Structure of a Web Page

 All Web pages share a common structure


 All Web pages should contain a pair of <HTML>, <HEAD>, <TITLE>, and <BODY>
tags
<HTML>
<HEAD>
<TITLE> Example </TITLE>
</HEAD>
<BODY>
This is where you would include the text and images on your Web page.
</BODY>
</HTML>
HTML Editors

 Web pages can be created and modified by using professional HTML editors.
 However, for learning HTML a simple text editor like Notepad (PC) or TextEdit
(Mac) is recommended.
 Save the file with an extension .htm or .html
The <!DOCTYPE> Declaration

 The <!DOCTYPE> declaration represents the document type, and helps


browsers to display web pages correctly.
 It must only appear once, at the top of the page (before any HTML tags).
 The <!DOCTYPE> declaration is not case sensitive.
<!DOCTYPE html>
Text Formatting Tags

<B> Bold Face </B>


<I> Italics </I>
<U> Underline </U>
<P> New Paragraph </P>
<BR> Next Line
Changing the Font

 The expression <FONT FACE = “fontname”> …


</FONT> can be used to change the font of the
enclosed text
 To change the size of text use the expression
<FONT SIZE=n> …. </FONT> where n is a number
between 1 and 7
Changing the Font
 To change the color, use <FONT
COLOR=“red”>…. </FONT>; The color can
also be defined using hexadecimal
representation ( Example: #ffffff )

 These attributes can be combined to change


the font, size, and color of the text all at
once; For example, <FONT SIZE=4
FACE=“Courier” COLOR=“red”> …. </FONT>
Headings

 Web pages are typically organized into sections with headings; To create a
heading use the expression <Hn>….</Hn> where n is a number between 1 and
7
 In this case, the 1 corresponds to the largest size heading while the 7
corresponds to the smallest size
Aligning Text

 The ALIGN attribute can be inserted in the <P> and <Hn> tags to right justify,
center, or left justify the text
 For example, <H1 ALIGN=CENTER> The New York Times </H1> would create a
centered heading of the largest size
Comment Statements

 Comment statements are notes in the HTML code that explain the important
features of the code
 The comments do not appear on the Web page itself but are a useful
reference to the author of the page and other programmers
 To create a comment statement use the <!-- …. --> tags
The Infamous Blink Tag

 It is possible to make text blink using the <BLINK> … </BLINK> tag


 However, it is best to use this feature at most sparingly or not at all; What
seems like a good idea to a Web designer can become very annoying to a Web
user
 The <BLINK> tag is not supported by Internet Explorer
Page Formatting

 To define the background color, use the BGCOLOR attribute in the <BODY> tag
 To define the text color, use the TEXT attribute in the <BODY> tag
 To define the size of the text, type <BASEFONT SIZE=n>
Example

<HTML>
<HEAD>
<TITLE> Example </TITLE>
</HEAD>
<BODY BGCOLOR=“black” TEXT=“white”>
<BASEFONT SIZE=7>
This is where you would include the text and images on your Web
page.
</BODY>
</HTML>
Inserting Images

 Type <IMG SRC = “image.ext”>, where image.ext indicates the location of the
image file
 The WIDTH=n and HEIGHT=n attributes can be used to adjust the size of an
image
 The attribute BORDER=n can be used to add a border n pixels thick around the
image
Alternate Text

 Some browsers don’t support images. In this case, the ALT attribute can be
used to create text that appears instead of the image.
 Example:
<IMG SRC=“satellite.jpg” ALT = “Picture of satellite”>
Links

 A link lets you move from one page to another, play movies and sound, send
email, download files, and more….
 A link has three parts: a destination, a label, and a target
 To create a link type
<A HREF=“page.html”> label </A>
Anatomy of a Link

<A HREF=“page.html”> label </A>

 In the above link, “page.html” is the destination. The destination specifies


the address of the Web page or file the user will access when he/she clicks on
the link.
 The label is the text that will appear underlined or highlighted on the page
Example: Links

 To create a link to CNN, I would type:


<A HREF=“http://www.cnn.com”>CNN</A>

 To create a link to MIT, I would type:


<A HREF=“http://www.mit.edu”>MIT</A>
Changing the Color of Links

 The LINK, VLINK, and ALINK attributes can be inserted in the <BODY> tag to
define the color of a link
 LINK defines the color of links that have not been visited
 VLINK defines the color of links that have already been visited
 ALINK defines the color of a link when a user clicks on it
Using Links to Send Email

 To create a link to an email address, type <A HREF=“mailto:email_address”>


Label</A>
 For example, to create a link to send email to myself, I would type: <A
HREF=“mailto: ktdunn@mit.edu”>email Katie Dunn</A>
Anchors

 Anchors enable a user to jump to a specific place on a Web site


 Two steps are necessary to create an anchor. First you must create the anchor
itself. Then you must create a link to the anchor from another point in the
document.
Anchors

 To create the anchor itself, type <A NAME=“anchor name”>label</A> at the


point in the Web page where you want the user to jump to
 To create the link, type <A HREF=“#anchor name”>label</A> at the point in
the text where you want the link to appear
Example: Anchor

<A HREF="#chap2">Chapter Two</A><BR>


Link

<A NAME="chap2">Chapter 2 </A> Ancho


r
Ordered Lists

 Ordered lists are a list Here’s how it would


of numbered items. look on the Web:
 To create an ordered
list, type:
<OL>
<LI> This is step one.
<LI> This is step two.
<LI> This is step three.
</OL>
More Ordered Lists….

 The TYPE=x attribute allows you to change the the kind of symbol that
appears in the list.
 A is for capital letters
 a is for lowercase letters
 I is for capital roman numerals
 i is for lowercase roman numerals
Unordered Lists

 An unordered list is a Here’s how it would


list of bulleted items look on the Web:
 To create an
unordered list, type:
<UL>
<LI> First item in list
<LI> Second item in list
<LI> Third item in list
</UL>
More Unordered Lists...

 The TYPE=shape attribute allows you to change the type of bullet that
appears
 circle corresponds to an empty round bullet
 square corresponds to a square bullet
 disc corresponds to a solid round bullet; this is the default value
Forms

 What are forms?


• An HTML form is an area of the document that allows users to enter
information into fields.
• A form may be used to collect personal information, opinions in polls, user
preferences and other kinds of information.
Forms

 There are two basic components of a Web form: the shell, the part that the
user fills out, and the script which processes the information
 HTML tags are used to create the form shell. Using HTML you can create text
boxes, radio buttons, checkboxes, drop-down menus, and more...
Example: Form

Text Box

Drop-down Menu
Radio Buttons
Checkboxes

Text Area

Reset Button
Submit Button
The Form Shell

 A form shell has three important parts:


 the <FORM> tag, which includes the address of the script which will process the
form
 the form elements, like text boxes and radio buttons
 the submit button which triggers the script to send the entered information to the
server
Creating the Shell

 To create a form shell, type <FORM METHOD=POST ACTION=“script_url”>


where “script_url” is the address of the script
 Create the form elements
 End with a closing </FORM> tag
Creating Text Boxes

 To create a text box, type <INPUT TYPE=“text” NAME=“name” VALUE=“value”


SIZE=n MAXLENGTH=n>
 The NAME, VALUE, SIZE, and MAXLENGTH attributes are optional
Text Box Attributes
 The NAME attribute is used to identify the text box to the processing
script
 The VALUE attribute is used to specify the text that will initially
appear in the text box
 The SIZE attribute is used to define the size of the box in characters
 The MAXLENGTH attribute is used to define the maximum number of
characters that can be typed in the box
Example: Text Box

First Name: <INPUT TYPE="text"  Here’s how it would


NAME="FirstName" VALUE="First
Name" SIZE=20> look on the Web:
<BR><BR>

Last Name: <INPUT TYPE="text"


NAME="LastName" VALUE="Last
Name" SIZE=20>
<BR><BR>
Creating Larger Text Areas

 To create larger text areas, type <TEXTAREA NAME=“name” ROWS=n1


COLS=n2 WRAP> Default Text </TEXTAREA>, where n1 is the height of the text
box in rows and n2 is the width of the text box in characters
 The WRAP attribute causes the cursor to move automatically to the next line
as the user types
Example: Text Area

<B>Comments?</B>
<BR>
<TEXTAREA NAME="Comments" ROWS=10 COLS=50
WRAP>
</TEXTAREA>
Creating Radio Buttons

 To create a radio button, type <INPUT TYPE=“radio” NAME=“name”


VALUE=“data”>Label, where “data” is the text that will be sent to the server
if the button is checked and “Label” is the text that identifies the button to
the user
Example: Radio Buttons

<B> Size: </B>


<INPUT TYPE="radio" NAME="Size"
VALUE="Large">Large
<INPUT TYPE="radio" NAME="Size"
VALUE="Medium">Medium
<INPUT TYPE="radio" NAME="Size"
VALUE="Small">Small
Creating Checkboxes

 To create a checkbox, type <INPUT TYPE=“checkbox” NAME=“name”


VALUE=“value”>Label
 If you give a group of radio buttons or checkboxes the same name, the user
will only be able to select one button or box at a time
Example: Checkboxes

<B> Color: </B>


<INPUT TYPE="checkbox" NAME="Color"
VALUE="Red">Red
<INPUT TYPE="checkbox" NAME="Color"
VALUE="Navy">Navy
<INPUT TYPE="checkbox" NAME="Color"
VALUE="Black">Black
Creating Drop-down Menus

 To create a drop-down menu, type <SELECT NAME=“name” SIZE=n MULTIPLE>


 Then type <OPTION VALUE= “value”>Label
 In this case the SIZE attribute specifies the height of the menu in lines and
MULTIPLE allows users to select more than one menu option
Example: Drop-down Menu

<B>WHICH IS FAVOURITE FRUIT:</B>


<SELECT>
<OPTION VALUE="MANGOES">MANGOES
<OPTION VALUE="PAPAYA">PAPAYA
<OPTION VALUE="GUAVA">GUAVA
<OPTION VALUE="BANANA"> BANANA
<OPTION VALUE="PINEAPPLE">PINEAPPLE
</SELECT>
Creating a Submit Button

 To create a submit button, type <INPUT TYPE=“submit”>


 If you would like the button to say something other than submit, use the
VALUE attribute
 For example, <INPUT TYPE=“submit” VALUE=“Buy Now!”> would create a
button that says “Buy Now!”
Creating a Reset Button

 To create a reset button, type <INPUT TYPE=“reset”>


 The VALUE attribute can be used in the same way to change the text that
appears on the button
Tables

 Tables can be used to display rows and columns of data, create multi-column
text, captions for images, and sidebars
 The <TABLE> tag is used to create a table; the <TR> tag defines the beginning
of a row while the <TD> tag defines the beginning of a cell
Adding a Border

 The BORDER=n attribute allows you to add a border n pixels thick around the
table
 To make a solid border color, use the BORDERCOLOR=“color” attribute
 To make a shaded colored border, use BODERCOLORDARK=“color” and
BORDERCOLORLIGHT=“color”
Creating Simple Table

<TABLE BORDER=10>
 Here’s how it would
<TR>
look on the Web:
<TD>One</TD>
<TD>Two</TD>
</TR>
<TR>
<TD>Three</TD>
<TD>Four</TD>
</TR>
</TABLE>
Adjusting the Width

 When a Web browser displays a table, it often adds extra space. To eliminate
this space use the WIDTH =n attribute in the <TABLE> and <TD> tags
 Keep in mind - a cell cannot be smaller than its contents, and if you make a
table wider than the browser window, users will not be able to see parts of it.
Centering a Table

 There are two ways to center a table


 Type <TABLE ALIGN=CENTER>
 Enclose the <TABLE> tags in opening and closing <CENTER> tags
Wrapping Text around a Table

 It is possible to wrap text around a table. This


technique is often used to keep images and
captions together within an article.
 To wrap text around a table, type <TABLE ALIGN =
LEFT> to align the table to the left while the text
flows to the right.
 Create the table using the <TR>, <TD>, and
</TABLE> tags as you normally would
Adding Space around a Table

 To add space around a table, use the HSPACE=n and VSPACE=n attributes in
the <TABLE> tag
 Example:
<TABLE HSPACE=20 VSPACE=20>
Spanning Cells Across Columns

 It is often necessary to span one cell across many columns. For example, you
would use this technique to span a headline across the columns of a
newspaper article.
 To span a cell across many columns, type <TD COLSPAN=n>, where n is the
number of columns to be spanned
Spanning Cells Across Rows

 To span a cell across many rows, type <TD ROWSPAN=n>, where n is the
number of rows
Aligning Cell Content

 By default, a cell’s content are aligned horizontally to the left and and
vertically in the middle.
 Use VALIGN=direction to change the vertical alignment, where “direction” is
top, middle, bottom, or baseline
 Use ALIGN=direction to change the horizontal alignment where “direction” is
left, center, or right
Controlling Cell Spacing

 Cell spacing is the space between cells while cell padding is the space around
the contents of a cell
 To control both types of spacing, use the CELLSPACING =n and CELLPADDING=n
attributes in the <TABLE> tag
Nesting Tables

 Create the inner table


 Create the outer table and determine which cell of
the outer table will hold the inner table
 Test both tables separately to make sure they work
 Copy the inner table into the cell of the outer table
 Don’t nest too many tables. If you find yourself doing
that, find an easier way to lay out your Web page
Changing a Cell’s Color

 To change a cell’s color, add the BGCOLOR=“color” attribute to the <TD> tag
 Example:
<TD BGCOLOR=“blue”>
Dividing Your Table into Column Groups

 You can divide your table into two kinds of column groups: structural and non-
structural.
 Structural column groups control where dividing lines are drawn; Non-
structural groups do not
 Both let you format an entire column of cells at once
Column Groups

 To create structural column groups, type


<COLGROUP SPAN=n> after the <TABLE> tag,
where n is the number of columns in the group
 To create non-structural column groups, type
<COL SPAN=n>, where n is the number of columns
in the group
Dividing Table into Horizontal Sections

 You can also create a horizontal section consisting of one or more rows. This
allows you to format the rows all at once
 To create a horizontal section, type <THEAD>, <TBODY>, or <TFOOT> before
the first <TR> tag of the section
 Netscape does not support these tags

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