Wednesday, February 27th, 2008


Cynopsis: Kids!


Good morning. It’s Wednesday, February 27, 2008, and this is your first early morning briefing.

Following the launch of its tween/teen focused advertising network about a week ago, GoFish has signed WeeWorld, an avatar-based social network, to its roster of publishers.  WeeWorld boasts that some 21+ million “WeeMee” avatars have been created on its site worldwide.  Meanwhile GoFish says the addition of WeeWorld will increase the domestic reach of its new ad network to 18.2 million unique users.

The Disney Channel launches its first SVOD service in China on PCCW’s Hong Kong-based Now TV this week.  Current subscribers of Now TV’s special package (US$17.70) of five channels, which includes Disney Channel and Playhouse Disney, can add the new service for US$1.92/month. 


DreamWorks Animation is shifting its 3D animated movie How to Train Your Dragon to a March 26, 2010 release, from the original November 20, 2009.  The movie is based on author Cressida Cowell’s book Dragon, about a young Viking boy.  Moving the release of the film allows it “access to the maximum number of screens in a less crowded release window,” said DreamWorks Animation’s CEO Jeffrey Katzenberg explaining the reason for the shift.  Still sets for release in November 2009 are two 3D movies A Christmas Carol and James Cameron’s Avatar.

With WGA members back writing their hearts out, Warner Bros. is moving forward with its Justice League movie for a 2009 release, per Variety.  You may recall that earlier this year the studio put the movie on hold because the script needed more work, and in doing so allowed the cast options to expire.  George Miller is still directing with Kieran and Michele Mulroney penning the script.


As always Earth Day is set for April, and PBS Kids will honor the planet with PBS Kids Share the Earth Day, an on-air and online event.  The effort includes special themed episodes of regular of PBS Kids and PBS Kids Go! programming where characters will look at ways kids can help keep the planet beautiful.  Online kids can tell their own stories about the planet, create creatures and learn about ecosystems (, and learn about sustainability through the new site Meet the Green, about an environmentally conscious family.  Additionally, PBS Parents is presenting an Earth Day Q&A with The Victory Garden host, Jamie Durie, as well as offering resources and activities for folks to share with kids.

The Zula Patrol premieres in select movie theaters for one day, March 29 at 10a, with The Zula Patrol: Animal Adventures in Space, under a deal between National CineMedia’s Fathom and Zula USA.  Comprised of five previously unseen episodes, The Zula Patrol: Animal Adventures in Space will show at some 300+ movie theaters nationwide from 10a.

Decode Enterprises completes a deal with Disney Channel in the UK for the preschool animated series Franny’s Feet.  The series most recently began airing daily on Public Television’s Thirteen/WNET (US), and Decode has also inked a licensing deal in the UK with Cooneen (apparel), which was brokered by UK agent Rocket Licensing.  Franny’s Feet is an original commission by Canada’s Family Channel and the UK’s Five, where the series airs during the preschool Milkshake block.

Nickelodeon Holland and VOOM HD Networks’ US-based Animania are the latest to acquire the animated series Bruno and the Banana Bunch (26×11) from Canada’s Cuppa Coffee Studios.  Memphis Belle has picked up the Dutch video rights as well.  Season 3 of Bruno and the Banana Bunch is currently in pre-production.

The new Disney Baby Einstein DVD collection, Baby’s First Sounds: Discoveries for Little Ears launches March 11.  The content is designed to encourage parents and babies to interact through early learning sounds (e.g. “ba,” “ah,” etc.), which are identified and then repeated in words and songs.


Kabillion signs a promotional partnership with uWink, Inc., a restaurant where patrons order food/drinks, games and so on at their table using touch screen terminals.  Under the deal, new Kabillion-branded kids-targeted video games, characters from its animated shows and toys/plush based on Taffy Entertainment properties, will be available at uWink restaurants beginning Spring 2008 at the Woodland Hills, CA restaurant and then at uWink’s two new restaurants.  Kabillion is a division of Taffy Entertainment.

Endemol USA has formed a new US-based casual games group, which will develop interactive games based on its franchises including Deal of No deal and 1 vs. 100.  Simultaneously, Endemol has named Eric LaVanchy to head the new division.  Based in LA, LaVanchy will report to Jon Vlassopulos, SVP/Digital Media and Branded Entertainment and will work closely with the company’s London-based games group.  LaVanchy was previously Managing Director/The Ritz Club London Online, and prior to that, he was Founder and VP/Creative Development, Bottle Rocket.


Nickelodeon Australia officially launches The Australian Kids and Family Panel, a nation-wide research initiative that aims to provide useful information about kids, the family unit and parents and immediate and long-term insights into Australian life.  Conducted by independent research company Looking Glass Insights Pty Ltd, The Australian Kids and Family Panel covers 1,200 HH, with at least one kid 0-15 years living there, and will run over the next three years.


John Ko is named Affiliate Marketing Director, qubo.  Ko, who will report to Joanna Lisanti, VP/Marketing, is responsible for building brand awareness for the qubo Channel among both affiliates and consumers.  He will work closely with ION Media Affiliate Relations, while establishing marketing partnerships and turnkey marketing campaigns to support qubo’s literacy and positive values and kid’s mission.  Most recently Ko was Marketing director, Wizard Entertainment.

Jay Gould, one of the previous owners of, has launched Gamers Media, an ad network focused on delivering brand ads to niche audiences of casual gamers via its network of gaming sites including, BigFishGames and Gamesville.  Gamers Media will use Adify’s Build Your Own Network (BYON) platform to create, manage and commercialize their new network.

Jaap Bruijnen is promoted to Managing Director, Warner Home Video Benelux.  Bruijnen, who is currently Deputy Managing Director, takes on his new role from May 1, 2008.  He succeeds Ruud Lamers, who recently announced his departure from the company.  Bruijnen joined Warner Home Video Benelux in June 2000 as Director/Finance and Operations, and during his time there has worked closely with Lamers.


Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K2-11 (000) 2/18-2/24/08 :
Total Day     (000)   Primetime      (000)
NICK°:           1470    DSNY*:           1285
DSNY*:            858    CARTOON:        655
CARTOON:        630    NAN**:            583
NAN**:            329    NOGGIN:          251
NOGGIN:          240    TOON DIS:       176
ADSM**:          149    DISCOVERY:     115
TOON DIS.:      148    NICKTOONS:       99
DISCOVERY:       68    ESPN:                 92
NICKTOONS:       62    MTV:                  76
MTV:                  46    BET:                   70
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K6-11 (000) 2/18-2/24/08 :
Total Day      (000)   Primetime     (000)
NICK°:             873    DSNY*:             999
DSNY*:            573    CARTOON:         475
CARTOON:        428    NAN**:             461
NAN**:            249    DISCOVERY:        88
ADSM**:          107    TOON DIS:          87
TOON DIS.:        85    ESPN:                 57
NOGGIN:            52    NOGGIN:            54
DISCOVERY:       52    NICKTOONS:       49
NICKTOONS:       34    MTV:                  47
MTV:                   31    BET:                  44
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Weekly Top Ten Basic Cable Ad Supported Networks, Total Day and Primetime Rankings among Tweens 9-14 (000) 2/18-2/24/08 :
Total Day      (000)   Primetime    (000)
DSNY*:            642     DSNY*:           824
NICK°:             477     CARTOON:       398
ADSM**:          139     NAN**:           499
NAN**:             317     MTV:              134
CARTOON:         315     DISCOVERY:   134
MTV:                   93     ESPN:              85
DISCOVERY:        87     BET:                83
ANIMAL PLANET:  49     COMEDY:         67
BET:                    48     THE N:            66
THE N:                 40     TOON DIS.:     49
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Monthly Year-to-Year Comparison: Total Day Rankings among K6-11 (000) 1/28-2/24/08 vs. 1/29-2/25/07, Cable Networks Only:
Network:                   (000)   %diff
NICK° :                         717      +2%
DSNY:                          562      +5%
CARTOON** :                367      -12%
NAN* :                          217      +2%
ADSM** :                      115      -38%
TOON DIS.:                    71       +9%
DISCOVERY:                   48        Flat
NOGGIN:                        46         n/a
NICKTOONS:                   35       +3%
MTV:                              28         Flat
°Nickelodeon Total Day 6a-11p
*NAN Total Day 9p-6a
**Cartoon Network & Adult Swim share channel space ADSM airs
Sat.-Thurs. 11p-6a
The networks listed are mostly those cable networks that regularly appear on the K6-11 weekly ranking charts.
Source: Disney Research from Star Media Multitrak Reporting System Live+7 Blended with Live+SD from 10/16/2006 to date; Data prior to 12/26/2005 is based on Live Viewing

Live + Same Day Ratings Kids Cable Network Averages (000) for Saturday, February 23, 2008, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1590; K6-11 1071; TWEENS 9-14 815
DISNEY CHANNEL:     K2-11 1158; K6-11   731; TWEENS 9-14 554
CARTOON NETWORK: K2-11   601; K6-11   407; TWEENS 9-14 319
TOON DISNEY:           K2-11   231; K6-11   140; TWEENS 9-14   83
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Sunday, February 24, 2008, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1455; K6-11 1005; TWEENS 9-14 800
DISNEY CHANNEL:     K2-11 1025; K6-11   663; TWEENS 9-14 487
CARTOON NETWORK: K2-11   844; K6-11   654; TWEENS 9-14 502
TOON DISNEY:           K2-11   221; K6-11   107; TWEENS 9-14   45
Source: MTVN Research from Nielsen Media Research Data

Answer to Yesterday’s Trivia Question:  On the animated TV series Lilo & Stitch, Mrs. Hasagawa, the little old lady that runs the fruit stand, adopts and cares for some of the experimental alien life forms. What does she think they are?  CATS   Kudos to just one: Claire Wilmut-Boomstone Animation, Inc./Ottawa

Today’s Trivia Question: What cartoon trio resided at the Wonderland Zoo which was overseen by zookeepers Peevly and Botch?   ( Click here with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)

Later — Gwen
Gwen Billings for Cynopsis: Kids!

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JOB OPENING: RESEARCH ANALYST/Comcast Networks/NY-Strong analytical & time mgt skills, Nielsen & MRI proficiency, and prior media experience req’d. Apply: REQ61002BR (3/5). EEO/AA/drug free.  (3/5)

JOB OPENING: SALES PLANNER/AETN, NY: Create Plans, steward accts, designate ADUs&recaps, coord make goods&post analysis prep. 2 yrs exp pln’g or buyer. Exc comm skills. Client service mindset. Apply:   (3/5)

JOB OPENING: VP MKTG & PROMO/SANTA MONICA, CA/GSN, The Network for Games: Rep to EVP Mktg. 12+yrs exp in media mktg, pref TV, web and cable exp. BA/BS Business/Mktg.  Send Res/Cov Letter:  [email protected] (3/5)

JOB OPENING: MGR, PLNG & OPS/DIRECTV/NY: Will plan and conduct thorough, accurate analyses in support of company wide pricing and inventory initiatives. For immediate consideration, please send resume to: [email protected] (3/5)

JOB OPENING: VP, LEGAL AFFAIRS/ABC Studios/LA: Assist SVP in mgmt of all legal affairs; strong drafting, analytical, organizational, leadership skills; JD+ 10 yrs exp in studio/prod co. Apply: Req ID #144088 (3/5)

JOB OPENING: ONLINE MEDIA PLANNER/Special Ops Media/NY: Coord planning/execution of online media buys-Negotiation, research, reporting and client/pub relationships. 1 yr exp interactive req’d. Apply: [email protected] (3/5)

JOB OPENING:  DIGITAL MKTG MGR/Epic Records/NY: Help direct the digital mktg strategy for diverse roster of musical artists. Apply: (enter 201767in Job-ID field and click Search). (3/5)

JOB OPENING: TV SYNDICATION EXEC/Eclipse TV:  Seeking exper synd vet w/ major mrkt exper to clear sports and ent prog. Innovative comp – a great opp to work on development and sales. [email protected] (3/5)

JOB OPENING: AD SALES MARKETING COORDINATOR/Hallmark Channel/NY: Support Ad Sales Marketing dept. Min. 1 yr. exp in TV Marketing, Sales or Media. See full posting and apply at   (3/5)

JOB OPENING: ACCT MGR/NAT’L SALES/BET/Chicago: Cable TV salesperson w/strong presentation skills. Sales/agency exp. & BA/BS degree req’d. Comfortable w/multi-platform & integrated opps . Email: [email protected] (3/5)

JOB OPENING: DIRECTOR, RESEARCH/BET/Chicago: BA/BS degree + 3-5 yrs. marketing & media research exp. w/proficiency in Nielsen systems req’d. Email: [email protected] (3/5)

JOB OPENING: WRITER/PROD /NYC: 5+yrs creating on-air promos; seeking brand savvy prod w/ strong conceptualization & writing skills, proven exp. w/ live action & design driven creative solutions EOE/M/F/D/AAP apply: (3/4)

JOB OPENING: MEDIA RSRCH SPRVSR/MEDIA PLAN’G SPRVSR/SEATTLE, WA: Work on a Top 15 US advertiser. Plan strategies across all Touchpoints from traditional, digital, events, stunts.   [email protected] (3/4)

JOB OPENING: SVP IDEA DIRECTOR/SAN FRANCISCO, CA:  Drive exploration of consumer insights – focus on the creation new, bleeding edge media ideas and approaches. [email protected]   (3/4)

JOB OPENING:  PLAN’G SPRVSR/OPTIMEDIA/NY:   Never Settle, Never Stop. Various accts , incl. top airline.  Exposure to all media. 4+ yrs media plan’g/buying exp. . Res/sal req to: [email protected] (3/4)

JOB OPENING: AD SALES TRAINER/AETN, NY: Responsible for training new AETN Ad Sales staff. Respond to user’s systems issues. 2yrs ad sales systems exp. MS Word & Excel. Customer svc a must. Apply: (3/4)

JOB OPENING: PUBLICITY DIRECTOR/TLC/LA: Create & execute national publicity campaigns/initiatives, develop press strategy, and pitch programming to press. 8 yrs media relations exp. Apply: , #7704 (3/4)

JOB OPENING: PUBLICITY DIRECTOR/TLC/NY: Create & execute national publicity campaigns/initiatives, develop press strategy, and pitch programming to press. 8 yrs media relations exp. Apply: , # 7706  (3/4)

JOB OPENING: DIRECTOR, PROGRAMMING/iN DEMAND/NYC: License programming for VOD, PPV, MOJO.  Bachelor’s + 5-7 yrs exp licensing & existing program supplier relationships.  Apply:  [email protected] (3/4)

JOB POSTING: SR RES ANALYST PROG/MKTG/A&E TV-NY: Res analyses & estimates for Prog/Mktg/Sched/PR Dvlp strat. presentations. BA/BS & 3 yrs TV res  cable/rep/bcast/agency. Nielsen. Res: (3/01)

JOB POSTING: CREATIVE DIR ON-AIR PROMO/AETN/NY: Mng on-air communications incl’g promos, graphics & show pkgs. BA/BS 7+ yrs exp in on-air promo & design. AVID, Final Cut Pro, Adobe Suite req’d. Apply: . (3/01)

JOB POSTING: SALES COORD/Univision/NY: Highly motivated. Mng tasks/srvcng agencies/clients daily basis. Det. oriented/comm/PC & math skills. 1-2 Yrs Media Exp, Deal Maker exp a +, Spanish a +. EOE.Res: [email protected]  (3/01)

JOB POSTING: NYC MEDIA BUYING/PLAN’G AGENCY looking for MEDIA PLNER/ASSIST TO CEO/PRES. Media knwldg & Excel/PP skills req’d. Also TRAFFIC/CLEARANCE . Handle client commercial clearances/trafficking. Contact: [email protected] (3/01)

JOB OPENING: AE /Luxury Link/NY: Must have online ad sales exp. Knowledge of agencies/clients across all categories. Luxury, Auto, Retail, Fashion, Beauty, Real-Estate. Send resume to:  [email protected] (3/01)

JOB OPENING: PRINT PRODUCTION MANAGER/Discovery/MD:  Min. 3-5 yrs advertising agency exp. w/print buying and critique high end color. Exp. Scheduling/Budgets. Photoshop & Quark Xpress.  Apply: req# 7681 (3/01)

JOB OPENING: ACCT EXEC/Documentary Channel/New NYC: Position for expanding offc: Emmy-winning net. AE w/ 5+yrs exp. Concept/integrated sell at client/senior agency level. Apply: [email protected] (3/01)

JOB OPENING: DIGITAL ACCT EXEC/Sony Pictures/LA: Sell Sony Ent Online invent. across range of online ent properties. Mng W Coast sales. Digital contacts, 2-5 yrs digital ad sales exp req’d. Res: [email protected] (2/29)

JOB OPENING: F/T EXEC ASST/LA based Daytime Drama: For Show Runner.Candidate must have previous exp & possess excellent organization, computer and communications skills. Email your cover letter/resume to:   [email protected]   (2/29)

JOB OPENING: VP, DIGITAL VIDEO DISTRIBUTION/ESPN/BRISTOL CT:  Sales and marketing strategies to drive distribution non-mobile phone, digital products and services.  10+yrs industry exp. [email protected]   (2/29)

JOB OPENING: RESEARCH ANALYST/CNN DIGITAL/NY: Support sales across multiple digital platforms. BA, Strong media math, 1+ yrs. exp with Nielsen Online and web analytics products pref’d. Apply: [email protected] (2/29)

JOB OPENING: MGR AFF SALES ADMIN/A&E TV-NY:  Maintain Aff subs data – analy & report in SCRIBE.  Manage NCTC acct.  – BA/BS & 3+ yrs cable exp. & knowl of aff data structure.  Res: (2/29)

JOB OPENING: RESEARCH MGR/Cablevision NY, NY:  Seeks Research Mgr 5+ yrs TV Rrsch exp. Working knwlg new media/digital industry. Online and Trad. rsrch tools pref.  See full posting and apply to reg id 1786BR (2/29)

JOB OPENING: EDITOR/Rainbow Media/ NYC: 2+ yrs exp in broadcast/cable tv editing. Must have Avid/Final Cut Pro. See Full posting and apply to req id 5297BR (2/29)

JOB OPENING:  ACCOUNT EXECUTIVE ONLINE / LIFETIME/NY: Sales Account Manager responsible for growing and managing media sales for and Apply at: (2/28)

JOB OPENING:  DIGITAL SALES PLANNER/CBS TV Dist/NY: Take-charge person to manage online inventory. Communicate with ad agencies and execute clients tech needs. Knowledge and experience working with DART. Email: [email protected] (2/28)

JOB OPENING: ASST TO PRES/CEO/REALITY TV CO/LA: 3yrs exp working for senior-lvl exec. Detail oriented, computer skills, fast pace. Phones, sched mtgs, interact with agents/writers/producers. Res to: [email protected] (2/28)

JOB OPENING:  DIG PROD MGR/WE tv/NYC: 2-4 yrs exp Web tech/new media. Support Interactive content & mktg proj for digital platforms.Strong knwlg of client-side& web-based technologies, html. rez ref #5414BR (2/28)

JOB OPENING:  VP, PRODUCTION MGMT: Will oversee all aspects of production for VH1/Logo. Events, original series, pilots etc. Apply under Prod. Mgmnt. EOE (2/28)

JOB OPENING: KIDS DTV PRODUCER/CDA Productions/LA: Must have demonstrated exp. with live action kids productions. Infant/Toddler experience preferred. Apply to:  [email protected] (2/28)

JOB OPENING:  RESEARCH ANALYST II/Discovery/MD:  Min. two yrs research exp pref. broadcast/media. Quantitative/Qualitative exp req. Strg proj. management & comp. skills Nielsen or SPSS. Apply:   req# 7677   (2/28)

JOB OPENING:  ADV SALES MGR/ Coast: 2+ yrs sales mgmt exp, 3-5 yrs online ad sales, knwlg budgets, online sales & motivating sales people. Focus on Ent. Media nat’l, retail.  Res to: [email protected]  (2/28)

JOB OPENING:  ACCT EXEC/NYPost/ Coast: 2+ yrs Online, Ad sales, Exp w/ agencies/clients across nat’l, retail, ent/media, TV/video ad sales a +, Strong sales, presenting, negotiating skills. Res to: [email protected] (2/28)

JOB OPENING:  MGR DOMESTIC SALES ADMIN/NBC UNI/Universal City: Resp. for Domestic TV (Pay TV, Cable, PPV/VOD, New Media) Sales Admin. process. Degree or 2 yrs Domestic PTV/Cable experience   keyword #786681 (2/28)

JOB OPENING:  SW QA PROFESSIONAL/iTVX/Westchester NY: iTVX leader in Brander integration is seeking qualified QA Database experts to lead creation of new tools and services.  Resume to:  [email protected]  (2/28)

JOB OPENING:  SR. RESEARCH PROJECT MANAGER/CNN/ATL: Design/manage/present web analyses and primary research projects for CNN Digital businesses. 5+Yrs research/online analytics/Masters pref’d. Apply: [email protected] (2/28)

WINTER AND SPRING INTERNSHIPS – These positions are for credit only – nobody gets paid here. They are posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected] .

SPRING INTERNSHIP CREDITS ONLY:  LIVE ENHANCEMENT INTERN/NY: Keep track of all sponsorships, enhancements & all requested elements that require logging during a live event. For more info/submit resume, visit req ID 5500BR   (3/4)

SPRING INTERNSHIP CREDITS ONLY: ACCOUNTS PAYABLE INTERN/Bethpage, NY: AP department is responsible for processing invoices to generate payments to suppliers.   For more info/submit a resume, visit . Enter requisition id 5498BR (2/29)

SPRING INTERNSHIP CREDITS ONLY:  POLITICAL AD SALES INTERN/NY, NY: An understanding & interest in the political process is required.  Preferred Majors: Poly Sci & Communications.  Excellent communication skills.  Send resume to:  [email protected] (2/28)

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED … Interested in posting your Video Resume?  Contact [email protected] for more information ….

SITUATION WANTED:  Highly motivated/organized TV PRODUCER seeks Sr level producer position.More than12 years of experience in various formats such as talk, entertainment. Prefer employment in S Florida/LA area. [email protected] (3/5)

SITUATION WANTED: SR. PRODUCER/WRITER/FIELD DIRECTOR:  3 Emmy noms; NBC, Discovery, E!, CMT, TLC, VH-1; reality/ent/doc; LA based.  [email protected]     (3/4)

SITUATION WANTED:  PRODUCTION ASSISTANT: 2 yr exp as exec asst to VP of Ad Sales. Versatile,  outgoing, excellent communication skills. Seeking F/T position in a more
creative capacity. Exp’d w/ working on set. [email protected] (3/4)

SITUATION WANTED : Accomplished Advertising, Marketing, Sales Promotion & Direct Marketing Executive experienced in developing advertising programs. Will consider Agency, freelance & consulting assignments. Contact [email protected] (3/01)

SITUATION WANTED:  MKTG/ACCT MGMT/PROMOTION/EVENTS: 10 yrs exp in cable, publishing, advertising. Versatile, creative, resourceful, detailed, outgoing personality. Seeking F/T role in similar capacity. [email protected] (2/28)

E-mail  [email protected] for rates and specs for Job Openings. 

Interested in posting your Video Resume?  Contact [email protected] for more information ….

Are you looking for a job? Post your Situation Wanted Ad here — Email [email protected] for specs.

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