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The New Internationalist home page challenge

Most often when I’m designing a new site, I focus first on its content pages. Then, working from the inside-out, I finally arrive at the home page. This is the approach that I’ve taken in my work for New Internationalist. That said, a site’s home page is often what people want to see first, so who am I to disagree? Today I want to share and invite your feedback on my work on the New Internationalist home page.

First a few rules of the road

  1. What you are looking at is (developed) work-in-progress, not a finished piece. I am very open to constructive criticism about ways to improve what I'm doing, in-fact I really want to hear it, whether you're a reader of New Internationalist or not.

  2. So far my process has focussed on content architecture, layout and problem solving. What you're looking at is not my completed visual design proposal for New Internationalist, although it does contain some elements that are part of my thinking, particularly in relation to typography, content readability and minimalism.

  3. The prototype layouts that you will see contain active hyperlinks to other layouts that I'm working on. Some of these are more developed, others less so. I'll give you an opportunity to comment on everything as this process continues, but for now I'd like to keep the conversation focussed and hear your thoughts on the home page.

  4. These layouts have not been tested (yet) in Internet Explorer 7/8. If you use that browser, things could be a little stinky. To view these layouts, you'll need a browser like Firefox 3 or Safari.

  5. Nothing that I give you access to as part of this open design process can be reused, repurposed or otherwise recycled.

The home page challenge

If you're reading this on my sites, you might not have visited the current New Internationalist home page.


The current New Internationalist home page

Problems with the current design that have been discussed include:

Some of the factors I have considered in my re-design have been:

  1. Reorganizing navigation into logical zones to make it simpler and more intuitive
  2. Widening the layout (physically and visually) and adding whitespace to emphasize content
  3. Creating clearly defined zones between magazine and blog content
  4. Reducing the colour palette
  5. Simplifying navigation to eliminate the need for internal site ads. This creates space for legitimate, external ads; increasing the opportunity for revenue generation
  6. Adding emphasis on revenue generating calls to action, including shop items, books, past issues and subscription

The magazine/blog content dichotomy

Perhaps the major challenge in re-designing the New Internationalist home page is creating defined zones for magazine and blog content and creating a balance between the two.

The magazine content is vital to encouraging subscribers, but is updated less often. The blog content is free and updated more regularly. Giving prominence to blogs might mean that new readers miss the important fact that New Internationalist is a magazine, not simply a blog or news outlet. Alternatively, giving prominence to magazine content and the site might appear too static.

Iteration one

My first thought was to mix both blogs and magazine articles into one stream. After-all, I thought, both are New Internationalist output. The problem with this approach is that as magazine content changes less often, it would soon be pushed down (or off) the home page by an influx of blog entries.

Iteration two

This introduced the concept of tabs, placing ample content from blogs and magazine into their respective tabs. But in talking to people about this approach, several problems came to light. Which tab should be open by default? Magazine or blogs? Which-ever I chose, there was a danger than a reader might miss the other?


Abandoned home page layout (View this layout completed in your browser)

Although a third iteration (below) quickly took its place, I have developed this second iteration for you to see and comment on. Who knows, it may well find itself reused on another part of the new site?

Iteration three

This is the home page layout that I want to present to you as my recommended option. In this iteration, I have replaced the tabs with two very distinct content areas for blogs and magazine.


An early wireframe of iteration three

I have chosen blog content to be nearer the top as this is updated more regularly. Magazine content comes lower down the page and is visually and geographically linked with related content (such as past issues) and call-to-actions (subscription).


The recommended home page layout (View this layout in your browser)

To help guide a reader to blogs and magazine zones, I have made a leader/teaser panel that reflects the most important story from each. When a reader clicks, they are smoothly scrolled to their chosen zone.

I hope that this gives ample and equal focus to the two important content types as well as a smooth experience for a reader.

More to see

Although I am still working on the specific detail and design of other elements on the home page, I thought that it might be useful for you to see their works-in-progress. In particular, look out for the new products area that brings items from deeper in the site onto the home page. This includes the tabbed area for books, past issues and shop items.

Next, the current site's subscription process needs improvement and my challenge is to make the first steps of that process simpler, by combining them into one, simple, overlay panel that offers both print and digital editions of the magazine.

I hope that you'll enjoy digging into the home page and maybe the other layouts that I'm working on. Feel free to comment on how you think I can improve. I will really value your contributions. (gulp)

Links

Update: It would really help me a lot if I knew a little about you when you comment, it helps with context. Are you an existing New Internationalist reader? Do you work there? Are you a member of the co-op or a web geek?

Leave your comment

Dinu

May 23 2009 @ 11:06am #

I’m loving the recommended layout. I like the clean look and attention grabbing content areas. I also like how the “books” section is layed out. However, I think the Magazine section is pushed too far below the page. I was expecting that the “featured content” bar on top would be blog posts, and the section below would be magazine articles.

Also for the main nav, personally I would prefer the “subscribe” link to he after the “Shop” link. There seems to be some disconnect between the 2 navigation bars.

Thanks for putting this up for public viewing. Great insights.

John Faulds

May 23 2009 @ 12:13pm #

I’m getting a horizontal scrollbar in the new designs in Opera (9.64). I’ve noticed this a bit lately on a few sites and am wondering if it’s been caused by a recent update because I’m sure it hasn’t always been there on some of these sites (including some of my own). I also haven’t found out what’s been causing it.

craig zheng

May 23 2009 @ 12:25pm #

This is looking great so far… very clean and elegant. I very much like the subtle color change between each content section—it’s just right in my opinion.

It would be fascinating to hear you talk about some of the particular design decisions you’ve made here, because your current draft is similar in many ways to a redesign I just did for a journal called Public Culture. Makes me wonder if, because we’re both dealing with print publications, we actually devised similar solutions to the same sorts of problems, or approached the projects with vaguely similar sensibilities… (if either were true I’d be surprised, and encouraged).

Also, I’ve got to respectfully disagree with Dinu. I think you’ve got the nav more or less right. One is for content sections and the other is (roughly) for site functions. Makes sense.

Excited to see where it goes from here… thanks for letting us observe.

Matt Lindsay

May 23 2009 @ 03:20pm #

What a great idea. I love the idea of making the design process ‘live’. I’m a ‘lone’ designer too. Working by myself a lot of the time has it’s benefits, but the main drawback is a lack of feedback from peers. I saw that J. Zeldmen is redesigning zeldmen.com live aswell. This open forum is definitely something I encourage & will employ.

In terms of feedback, constructive critisism, & the like: As this is mainly dealing with the information architecture at this early stage, I think you have nailed the magazine/blog dichotomy. There is an equal amount of importance on both streams of content & the transition between the two seems seamless. I would just add a ‘back to top’ in both sections, so the user could return to the leader/teaser easily without having to scroll back to the top. It also would give access to the top navigation again.

Will you be including other usability functions such as text sizing or is this now considered ‘old fashioned’?

I can agree with the previous comment on the subscription link might get lost. It does however make sense the way you have seperated both navigations, but as subscription would be an important service of the website, perhaps show a few more links to subscribe through the content, as a primary link in the magazine section & it could also appear in the shop. A lot of people buy magazine subscriptions as gifts.

In terms of design features. I like the color coding going on between the different sections within the site. A slight, very subtle color distinction between the blog content & magazine content might add another dimension to the frontpage.

That’s all I got. Thanks again for sharing this & making it a public forum.

Sam Hardacre

May 23 2009 @ 05:27pm #

This is looking awesome Andy. It really is a vast improvement on the current design in all aspects.

One thing I found confusing was how the issue number in the top left changed on hover. My immediate reaction was to click it but it’s not linked. Maybe a link to the latest issue overview?

Not wanting to gang up but I agree with Craig regarding the nav issue. I think it works fine as it is :)

Keep up the good work!

Nicolas Gallagher

May 24 2009 @ 12:17am #

Very much liking the typography, the colour changes across each section of the site, the simplification of the main navigation relative to the current live site, and most of the deeper pages too.

Thought it would be useful to describe some of the “stumbling blocks” during my first experience with the prototype so I didn’t read any of your descriptions about functionality or where content was until later.

Thanks for sharing this and the process you’re going through.

————-

It wasn’t clear to me that there was “magazine content” further down the page and it took me a bit of back-and-forthing between the blogs / magazine areas of the homepage to grasp their distinctiveness because both sections look very similar.

I didn’t click on the leader/teaser area because I assumed it would take me away from the homepage. So I was surprised when much later I clicked on the magazine item (just because I wanted to see where every major link in the prototype took me…I may never have clicked on it on a live site) and was scrolled down the homepage. I didn’t want to click on the “blog” item in the leader/teaser because I could see that it was identical to the large article highlighted in the “New in blogs” section directly below.

One thing I did notice in moving away from the homepage was that I had to “re-compute” the nav when I returned to it. The number and position of the nav items was not the same as what my vague visual memory had carried forward from the homepage. I don’t know if you would consider keeping “HOME” in the nav at all times to avoid this and perhaps have a state on the nav item that corresponds to the section you are currently browsing within?

Andy Clarke

May 24 2009 @ 05:54am #

Thanks for all your feedback so far.

@Dinu: Also for the main nav, personally I would prefer the subscribe link to he after the Shop link. There seems to be some disconnect between the 2 navigation bars.

— Thanks, that’s an interesting point that I think we’ll test when it gets to testing time. I wonder how many others share your view.

@John Faulds: I’m getting a horizontal scrollbar in the new designs in Opera (9.64).

— Although we’re not into browser testing yet, I have also noticed a bug with the comments bubble in Opera 10. Every other browser, including IE7/8 seems to get those right. I’ll keep the scrollbar issue in mind when it’s testing time.

@Craig Zheng: It would be fascinating to hear you talk about some of the particular design decisions you’ve made here, because your current draft is similar in many ways to a redesign I just did for a journal called Public Culture. Makes me wonder if, because we’re both dealing with print publications, we actually devised similar solutions to the same sorts of problems, or approached the projects with vaguely similar sensibilities

— You’ve done some great work on Public Culture, and no, I hadn’t seen it before you posted the link. I think that we have both taken elements and conventions from print and applied to the two designs. Only your top ‘featured’ bar is way nicer than mine. I might have to rework mine to keep up. ;)

@Matt Lindsay: Will you be including other usability functions such as text sizing or is this now considered ‘old fashioned’?

— I think that it’s very important not to duplicate browser functionality (like text sizing) within a page, it’s just not necessary. So no, a text widget won’t be appearing. Not on my watch! ;)

@Sam Hardacre: One thing I found confusing was how the issue number in the top left changed on hover. My immediate reaction was to click it but it’s not linked. Maybe a link to the latest issue overview?

— You’ll find that removed in the next iteration. You’re right, it was CSS twiddlyness for the sake of it and served no useful purpose.

@Nicolas Gallagher: It took me a bit of back-and-forthing between the blogs / magazine areas of the homepage to grasp their distinctiveness because both sections look very similar.

— Thanks, I’ll keep an eye on that and I think you’ll notice more of a distinct difference in future iterations.

One thing I did notice in moving away from the homepage was that I had to re-compute the nav when I returned to it. The number and position of the nav items was not the same as what my vague visual memory had carried forward from the homepage. I don’t know if you would consider keeping HOME in the nav at all times to avoid this and perhaps have a state on the nav item that corresponds to the section you are currently browsing within?

— I’ve worked on that this afternoon and it’s had two positive effects. The navigation now feels more consistent, and by colour coding/highlighting the active page/section in the navigation, it also helps to orientate the reader far better than any breadcrumb trail could. Thanks. You’ll see the results later this coming week when I post up the next iteration and talk about the magazine section.

craig zheng

May 24 2009 @ 08:33am #

Flattered by your compliment, Andy, thanks. And no, I didn’t think there was any way you’d have seen the Public Culture site… if anything, I thought maybe I’d been following your work too closely ;)

“it also helps to orientate the reader far better than any breadcrumb trail could”

— Have you explicitly decided not to include a breadcrumb type element, and if so, is there any particular reason? Just curious.

Andy Clarke

May 24 2009 @ 08:53am #

@Craig Zheng: Have you explicitly decided not to include a breadcrumb type element, and if so, is there any particular reason? Just curious.

— I’ve not ruled out a breadcrumb completely and I may include a device like it on certain areas of the site (such as blog entries) where reaching back up one level might be useful.

I’ve seen sites where the breadcrumb just says “Home > [Section]”, and it’s been placed right below a home navigation bar link without thinking.  That to me is just duplicating links unnecessarily.

It’s not that I dislike breadcrumbs on any religious grounds, only that I think people sometimes overuse them unnecessarily on sites that have either an obvious (because of the navigation) or flattish structure.

Brandon S. Adkins

May 24 2009 @ 03:53pm #

I’m loving the recommended layout. I like the clean look and attention grabbing content areas. I also like how the “books” section is layed out. However, I think the Magazine section is pushed too far below the page. I was expecting that the “featured content” bar on top would be blog posts, and the section below would be magazine articles.

I agree with this. At first, I thought the horizontal bar was for magazine articles and that the blog part beneath was just for blog entries. It took a while before I realized that the Magazine section is quite far down the page. I believe it could be easily missed.

When the ‘above-the-fold’ portion of the site is viewed, there are no visual cues to inform the reader that magazine articles are farther down.

Also, as an alternative to visual cues, there isn’t anything built into the page currently to cause the user to have an expectation of a Magazine section below the fold.

Brian Loffler

May 24 2009 @ 04:40pm #

‘Yes, but what do you want me to do?’  That’s the question I think your recommended design doesn’t answer graphically.  Sure there are text links to ‘shop’ and ‘donate’ near the top, but apart from that there are no requests for the site visitor to do anything until way down the home page.

As you’ll know it’s becoming harder each year for publications to come up with a viable financial model to support the journalism effort required.  So we rely on our websites to generate active and financial involvement, not just readership.  The three things that will enable NI to keep publishing over the coming years are payments from subscribers, shop customers and the marketing opportunities in NI email newsletters.

Gaining new shop customers is the softest entry point for active involvement and is the most likely outcome of a site visit.  Securing a new shop customer also enables NI to follow up with email newsletters to the newbie and invitations to become a subscriber to the print or digital magazine.

But the NI Shops - a lifeblood for future survival - are barely represented in the design of the home page and are invisible graphically.

Similarly one has to scroll way down to see that we place importance on subscribing to the magazine and subscribing to the email newsletters.

Shira Gutgold

May 24 2009 @ 10:44pm #

I really like the design, Andy. I think your work with colour and typography is spot on. It’s both beautiful and does a fantastic job as a navigation and orientation aid.

My only concern is the differentiation between the blog and magazine entries in the leader panel. The only way you can tell that one’s a magazine entry and the other a blog entry is by looking at the “more in…” links, which I believe I wouldn’t have noticed if I didn’t know to look for them after reading your explanation.
I think that a less subtle distinction between the two entries in the leader panel could also help in creating a clearer separation in users’ minds between the two sections below the fold.

Thanks for sharing your design process.

Andy Clarke

May 25 2009 @ 05:55am #

@Brandon S. Adkins At first, I thought the horizontal bar was for magazine articles and that the blog part beneath was just for blog entries. It took a while before I realized that the Magazine section is quite far down the page. I believe it could be easily missed.

— This has been raised a few times now, so it’s important that I address this in the next iteration.

@Brian Loffler Yes, but what do you want me to do?’ That’s the question I think your recommended design doesn’t answer graphically.  Sure there are text links to ‘shop’ and ‘donate’ near the top, but apart from that there are no requests for the site visitor to do anything until way down the home page.

— You gave me serious food for thought there Brian, thanks (I was wondering, what’s your relationship with New Internationalist? You seem to really know what you’re talking about.) In light of what you correctly pointed out, I have spent a few hours redesigning the teaser panel to put a much greater emphasis on the points you raised. I’m sure there’s a way to go yet, but I hope you’ll think it’s an improvement when I release the second iterations tomorrow.

@Shira Gutgold My only concern is the differentiation between the blog and magazine entries in the leader panel. The only way you can tell that one’s a magazine entry and the other a blog entry is by looking at the “more in…” links, which I believe I wouldn’t have noticed if I didn’t know to look for them after reading your explanation.

— You’re completely correct, thanks. For more, see my answer to Brian Loffler above.

Melanie

May 25 2009 @ 11:55pm #

I like iteration three. It’s clean and clean. Consider the Guardian (my homepage): Main stories up top, peripheral/general interest items down the side and then categories/sections clearly defined below headline items. They even go so far as to add a band of colour for each section (sports, culture, etc) to visually differentiate it as a section. I also think clear, bold heads for content types is really key (i.e., new in blogs). I don’t see this nearly enough because IMHO many mag sites are driven by designers oriented to aesthetics (not user interface design). A great website (of any kind) puts the reader’s needs first. That means getting rid of tiny, trendy, designer-centric fonts and other elements that don’t contribute to a hassle free experience for the reader. But you clearly get this.

Finally, I think it’s fantastic that you’re crowdsourcing this. A great best practice for all magazines. Onwards and upwards!

Fight the power :)

m

May 26 2009 @ 12:06am #

opps, “clear” and clean.

Andy Clarke

May 26 2009 @ 12:55am #

In case you may have missed it my recent entry about New Internationalist magazine pages, I have launched a new home page iteration (4) that incorporates your comments here.

These include a redesigned teaser bar, in response to Brian Loffler’s points, plus alterations to the main navigation including ‘active’ states to help orientate a reader as to the section they are viewing. I think/hope that the changes address all of the great feedback I’ve received.

Phillip Smith

May 26 2009 @ 01:20am #

@Andy - “These include a redesigned teaser bar, in response to Brian Loffler’s points”—Looking great.

@Brian - Thanks for pitching in with your comments. Greatly appreciated.

Daren

May 26 2009 @ 04:03am #

Andy - cool idea, great ideas, golden design… love the direction of this.

Small but important: I’d change your titles to be consistent with flow of site and focus.

New Internationalist

blogs

This month

In the Magazine

Is building an email subscriber list or twitter following important? If so, perhaps using the Shop column in the horizontal teaser would be more useful?

Like the latest v4 of horizontal teaser best to date. I’d personally try rework to half it’s vertical height. 300x300 ad space will be worth a lot more. Don’t need that much text.

Keep rock’n!

Darrell Houle

May 26 2009 @ 04:22am #

Responding to Iteration 4: I find this iteration doesn’t have the visual attention grabbing power as earlier iterations. The teaser bar asks for action and you haven’t delivered on 1) gaining attention, 2) maintaining interest, and 3) inspiring desire. Yes, those calls to action need to be as prominent, but IMO be in the column. Take a look at http://www.time.com/time to see how they’ve built attention and interest by putting the article’s first and side-lining their main KPI (getting subscriptions). That’s the name of the magazine game, right? Sell them on content, that you’ll make us smarter (more aware). Show me first that you can do that, then I’ll consider subscribing.

As for navigation, I think a breadcrumb trail is essential. When I viewed ‘Past Issues’ on the homepage, then moved to veiw ‘All past issues>>” I thought I was at the landing page for Magazine. Instead I was down a layer but had no indication of that. Breadcrumb would solve this dislocation plus remember that less and less people are arriving on the homepage, instead being delivered to inner pages.

Your subscribe banner above the footer is a nice page cap to drive the point about what this site is asking of its visitors.

Magazine section:
Is this landing page for this section completely dedicated to the most recent (or upcoming edition)? If so, I think you should label it. So, you would have ‘This Month’ ‘Next Month’ and “Last Month.’

Also, can I just buy this issue? If so, what about a ‘Buy this issue’ along with the main call of ‘Subscribe?’

Books section:
I might put a ‘Buy now’ link on the landing page’s books. As well, I couldn’t figure out how to click into read the details of your main book. Then finally found that ‘Climate Change’ was a link.

Nice work. I like your style Andy.

Crispin

May 26 2009 @ 10:50am #

Lots of great feedback and discussion going on already so I’ll just cut to the point: If you want to make a BIG improvement to the new UI, lose the 728x90 leaderboard. You’ll be sacrificing ad revenues, and you may piss off the NI’s internal product marketing team, but you’ll vastly improve the user experience and brand perception, as well as the site’s overall design aesthetic. Besides, it’s time for that outdated banner ad unit to die.

Ok, that’s my piece. You may now return to your discussion about where the teaser blocks should go. ;)

Andy Clarke

May 26 2009 @ 09:37pm #

@Crispin: If you want to make a BIG improvement to the new UI, lose the 728x90 leaderboard. You’ll be sacrificing ad revenues, and you may piss off the NI’s internal product marketing team, but you’ll vastly improve the user experience and brand perception, as well as the site’s overall design aesthetic.

— I couldn’t agree with you more. However I won’t be the one making issues like that which affect finances. My job is to show how I want something to look in a particular position, even if personally I would prefer it not to be there.

@Darrell Houle: Responding to Iteration 4: I find this iteration doesn’t have the visual attention grabbing power as earlier iterations. The teaser bar asks for action and you haven’t delivered on 1) gaining attention, 2) maintaining interest, and 3) inspiring desire.

— Still a work-in-progress, that one, I think.

As for navigation, I think a breadcrumb trail is essential…

— And one will be appearing on lower-level pages.

Magazine section: Is this landing page for this section completely dedicated to the most recent (or upcoming edition)? If so, I think you should label it. So, you would have ‘This Month’ ‘Next Month’ and “Last Month.’

— The magazine template you see is reusable. I intend it to be used for every magazine issue. On past issues, you will links to ‘next’ and ‘previous’ issues and on the most recent (ie: the one you see when following ‘magazine’ from the navigation) you will instead get a preview of the unpublished issue plus the subscription call-to-action.

Also, can I just buy this issue? If so, what about a ‘Buy this issue’ along with the main call of ‘Subscribe?’

— I’m not sure if New Internationalist is geared up to sell a single issue online. Good question.

Books section: I might put a ‘Buy now’ link on the landing page’s books. As well, I couldn’t figure out how to click into read the details of your main book. Then finally found that ‘Climate Change’ was a link.

— Good catch.

Brian Loffler

May 26 2009 @ 11:01pm #

Hi Andy,
Thanks for your work and responsiveness to suggestions.  In answer to your question, Simon, Paul, Sandy and I design and maintain www.newint.com.au/shop for the Australian New Internationalist Co-op (a separate company from the Oxford NI Co-op).  In earlier years Simon, Sandy and I were heavily involved in design, management and maintenance of newint.org as well, but that role has reduced greatly over the past few years.

Best of luck with implementation of the re-design.  Cheers, Brian

Phillip Smith

May 27 2009 @ 12:12am #

@Andy “I’m not sure if New Internationalist is geared up to sell a single issue online. Good question.”

Currently in discussion. In the past, NI decided not to do this, as A) the issues have to be fulfilled by different offices (North America, UK/Europe, Australia, etc.) and they each have different stock of each back issue, and B) in the past, the volume hasn’t justified the effort.

However, it’s something NI is open to integrating into the new site design, and new shops, should it provide worthwhile to explore again.

Hope that helps a bit,

Phillip

Andy Clarke

May 27 2009 @ 03:47am #

Hi everyone and thanks for the terrific feedback, it is helping a great deal.

To help everyone get a handle on all of the page layouts that I’m designing (and to focus the conversations into one thread), I have published the templates that I think to be feature complete and a top-down look at the New Internationalist redesign.

Andy Clarke

May 31 2009 @ 11:06am #

Thanks everyone for all your amazing feedback on this project so far. I’ve posted a design update with the latest look-and-feel design, plus links to revised versions of all the templates at New Internationalist redesign - entering the final stages.

Troth Wells

June 1 2009 @ 07:48pm #

Hi Andy
Well done with what you are doing, and thanks for including people in your design thinking for the website. I am not a graphic designer… I am a founder member of the New Internationalist, based in Oxford, and have worked both on the magazine (editorial and marketing) and now on the books side (as books editor). Books and publications constitute half the NI’s business, and generate a lot of our income via the shops. It is really this aspect that I feel is lacking from the home page - ‘books’ is just a little uinviting tag at the top of the page, and then there is a a bit more when you scroll down. But nothing very grabby. In that regard, the old home page was beginning to be more reflective of the fact that we have new books coming out frequently, and show these prominently on the home page in a revolving or other eye-catching device to attract buyers.
Other points: I like the clean coolness of your design, but I do feel at the same time that we have lost something of the activist/action element to it. We look like a rather quiet journal. That is no doubt good for our cred, but may be there is scope to enliven the home page (perhaps this is already in hand).
I realise that the site is under development and that you have many demands to address, and also that I am not techie at all, so I hope you can tolerate my comments!
PS The black boxes for reply and details are hard to discern.
Troth

Ben Hayes

June 11 2009 @ 02:22am #

A lot of the links to the various versions of the design seem to be broken…

Andy Clarke

June 11 2009 @ 06:51am #

Ben Hayes: A lot of the links to the various versions of the design seem to be broken

— Apologies Ben, we’ve been moving files around the server. All fixed now.

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