Introduction
Summary of the Book Frenemies by Ken Auletta. Before moving forward, let’s take a quick look at the book. Before you dive into this story, imagine an invisible conversation unfolding around you. Every time you glance at your phone, every time you scroll through a social feed, or pause before a shop window, a quiet dialogue begins. Advertisers listen carefully—not to your voice, but to your clicks, taps, and buying patterns. They observe where you linger and what you ignore, constructing personalized invitations, offers, and ideas. They want to know who you are, not to intrude rudely, but to win a chance at your attention. This book journeys through the dramatic evolution of the advertising industry, from old-fashioned guesswork to data-driven strategies so precise they can shape political choices. As you read, ask yourself: how far will advertisers go to know you, and when is it too far?
Chapter 1: From Ancient Wall Paintings to Modern Ads Transforming into Precise Data-Driven Art.
Imagine strolling through an ancient Greek marketplace, where a merchant might have painted a symbol on a wall to let passersby know he sold fresh olives or fine cloth. In those distant times, advertising was as simple as writing on rocks or painting on plastered walls. These messages were crude and limited, yet they served a clear purpose: to connect merchants with buyers. Over centuries, these painted appeals evolved into posters on city streets, paid announcements in newspapers, jingles on the radio, and mesmerizing television commercials that lit up living rooms worldwide. Today, that progression has reached astonishing new heights. Advertising is no longer about just shouting loudly in public squares. Instead, it has embraced advanced technologies, sophisticated digital tools, and detailed customer data, forever changing how products and messages reach people everywhere.
By the mid-1900s, advertisements had become the background hum of everyday life, appearing in glossy magazines, crackling through radios, and leaping off billboards. Back then, the skill of persuasive storytelling was king. Advertising professionals conjured up catchy taglines and unforgettable mascots, relying on their creative brilliance to influence buyers. Their success depended on capturing attention through memorable imagery or clever wordplay. Yet, as societies developed more complex consumer markets, advertisers discovered that guesswork and pure artistry were not enough. Over time, curiosity about audience behavior and reaction grew stronger. Advertisers yearned for a way to precisely measure how viewers felt, what they liked, and when their interest sparked. Eventually, technology would open doors to new methods that replaced blind persuasion with scientific precision.
In the past few decades, advertising has transformed from an art driven by intuition into a science powered by data. With the rise of computers, the internet, and mobile devices, advertisers gained advanced tools to track people’s browsing habits, shopping interests, and even their daily routines. This shift did not happen overnight. It required bold leaps, sometimes clumsy experimentation, and a willingness to embrace unfamiliar techniques. As the digital era took hold, the role of advertisers expanded beyond pitching clever ideas. They now had to master analytics and statistics, understanding what worked, what failed, and why. The old idea of one big message aimed at millions of viewers was slowly replaced by many small, highly tailored messages targeting specific segments of the population.
This data-driven approach has led to a reality where advertising campaigns are crafted like intricate puzzles. Each puzzle piece represents a different slice of the audience, and the final picture emerges only after carefully fitting these pieces together. Advertisers can now tailor a message to a teenage gamer in Tokyo, a busy parent in Madrid, or a college student in New York, all at the same time. No longer are they guessing what people want. Instead, they are relying on carefully collected information that reveals subtle preferences. It is an era where the painter’s brush has been replaced by the data analyst’s keyboard, and the old persuasive whisper has been superseded by a precise, data-informed approach. The advertising landscape has truly entered a new dimension.
Chapter 2: How Smartphones and Interactive Screens Became the Advertising Industry’s Ultimate Secret Weapon.
While television and radio once dominated, a sleek device now fits snugly in countless pockets across the globe, redefining how advertisers connect with people. The smartphone, with its compact power and rich capabilities, is more than just a phone—it is a personal hub that never leaves our side. Across all continents, billions of people carry these devices, checking them dozens of times a day. Advertisers recognized this potential early on. With each tap and swipe, smartphones create opportunities to capture attention. Whether it’s a banner that hovers at the top of a news app, a video ad that rolls before a streaming show, or a personalized coupon that appears while browsing for shoes, smartphones have become a direct gateway into people’s everyday lives.
Unlike traditional ads that people passively encounter, smartphone advertising can be immediate and interactive. Imagine strolling through a city center and receiving a notification on your phone inviting you into a nearby café. Or think about scrolling through social media and stumbling upon a coupon for a product you were just discussing with friends. In these moments, ads move beyond mere background noise; they become timely suggestions tailored specifically to you. The smartphone’s power lies in its ability to bridge the gap between the advertiser’s message and the consumer’s immediate context. Real-time location data, browsing histories, and shopping preferences blend into a powerful cocktail of information. This mix helps craft precise campaigns that do more than shout; they quietly whisper at just the right moment.
In places like China, massive platforms like Tencent have harnessed the smartphone’s reach to create vast commercial ecosystems. Users can chat with friends, shop, watch videos, and pay bills, all within a single smartphone environment. This all-in-one digital universe allows advertisers to observe patterns, preferences, and behaviors at a scale unimaginable in earlier eras. Every comment, purchase, and interaction becomes a clue. By analyzing these clues, advertisers can refine their strategies, transform clumsy guesswork into confident targeting, and ensure each ad reaches someone who might actually care. With such a tool, the notion of a one-size-fits-all campaign fades away, replaced by a more personal approach: meeting people right where they are, when they’re most open to discovering something new.
The smartphone’s global presence means advertising can adapt to cultural differences and personal quirks in remarkably subtle ways. The same product can be marketed differently to a sports enthusiast in Brazil, a tech-savvy student in India, or a fashion lover in France, all via their handheld screens. This tailoring of ads is not just about profit; it also responds to people’s desire for relevance and convenience. As smartphones grow more powerful and integrate with other devices—from smartwatches to virtual assistants—the precision will only deepen. Advertisers understand that if they can become a helpful guide rather than a noisy distraction, people might actually welcome their presence. In this way, smartphones have become the ultimate secret weapon in the advertising universe, shaping a future where ads seamlessly blend into daily life.
Chapter 3: The Fall of Lavish Commissions and Rise of Strict Financial Accountability in Advertising.
Not so long ago, the advertising world resembled a glittering stage where agencies struck deals with major television networks, newspapers, and magazines. These deals were cushioned by generous commissions, ensuring that agencies benefited handsomely each time a client’s ad ran. For decades, advertising giants operated in a cozy system, with margins so thick that creativity and expense often flowed without restraint. Clients paid not just for the ads themselves, but also for the extravagance behind them. The industry’s legends—exemplified by fictional characters like Don Draper—didn’t worry much about cost-cutting. They built brand empires with grand ideas, bold claims, and big media buys. But as the 21st century rolled in, and especially after economic downturns, clients began to question where every dollar was going.
After high-profile corporate scandals and global financial shake-ups, CEOs and financial officers developed sharper eyes for detail. They no longer accepted vague promises of brand uplift; they demanded proof. Marketers and advertisers faced new pressures: justify the spend, show real returns, and explain every penny. As the old generous commission structures crumbled, agencies could no longer rely on automatic 15% or 17% cuts. Instead, clients forced them to compete, negotiate, and justify their choices. This led to a leaner environment where advertising firms learned that big budgets were not guaranteed, and profit margins were no longer assured. The culture of endless splurging on lavish productions and celebrity endorsements faced a stern reality: without transparent value, the money would dry up quickly.
The change didn’t only affect agencies; it reshaped the entire ecosystem. Media outlets that once welcomed agencies with open arms and hefty commissions now faced fierce negotiations. Everything from the price of a television spot to the cost of a magazine ad was questioned. Advertisers learned to haggle, seek discounts, and even consider alternative media channels where costs were lower and results more measurable. This shift caused discomfort among old-school ad executives who had grown accustomed to an era of effortless luxury. Suddenly, they needed to show measurable outcomes and concrete data to justify their fees. The slow waltz of stable commissions turned into a challenging dance, and agencies scrambled to stay nimble, innovative, and efficient in the face of financial scrutiny.
For many in the industry, this was a painful period of adjustment. The collapse of old revenue models forced agencies to rethink their value propositions. Some responded by embracing data analytics, others by finding new areas of expertise—like strategic consulting or niche digital marketing services. The days of trusting brand recognition alone were over. Now, clients wanted transparency and metrics they could understand. Agencies had to explain how each campaign’s performance would be monitored, measured, and improved upon. While daunting, this change also presented opportunities. Agencies that adapted and mastered the language of accountability gained client trust, earned repeat business, and moved forward into the new era. Those who resisted risked being left behind as the advertising world’s financial foundation shifted beneath their feet.
Chapter 4: How Big Data Tracking and Detailed User Behavior Metrics Reshaped the Advertising Landscape.
Imagine being able to peer into millions of virtual windows at once, seeing what people browse, what posts they pause to read, and what products they consider buying. Big data, made possible by digital footprints left behind as people move across the internet, allows advertisers to do just that. Instead of relying on broad guesses or focus groups to measure an ad’s impact, marketers can now track clicks, scrolls, and conversion rates with astonishing precision. Every online interaction becomes a clue that reveals consumer interests, pain points, and desires. This wealth of information reshaped advertising from a game of intuition into one guided by cold, hard facts. By observing user behavior, advertisers can learn what works and what does not, refining messages in real time.
In the old days, advertisers placed a full-page print ad hoping readers might linger on it. But who knew if it truly caught their eye? Did they skip over it or engage with its message? Today, such uncertainty is nearly extinct. With online platforms, advertisers track exactly how many people clicked on a banner, how long they stayed on a webpage, or whether they watched a video until the end. This depth of insight reduces guesswork and encourages continual improvement. Ads become living experiments, continuously tested and tweaked. By analyzing this data, brands can quickly discard ineffective approaches and invest more heavily in what resonates. Instead of waiting weeks for sales reports, marketers now see immediate feedback, enabling them to pivot strategies with remarkable agility.
But this power doesn’t come without challenges. Handling massive amounts of user data is no small feat. It requires specialized teams of analysts and engineers who can gather, sort, and interpret information, transforming raw numbers into meaningful strategies. These data experts become the new stars, guiding campaigns based on reliable evidence rather than gut feelings. As a result, advertising agencies that once celebrated their star creative directors now scramble to recruit top-level data scientists. They understand that data can predict consumer journeys, reveal hidden trends, and highlight overlooked opportunities. The balance of power in advertising has shifted, empowering those who can turn digital breadcrumbs into profitable pathways. Creative flair still matters, but it must now ride alongside data-driven decisions to survive and thrive.
This data revolution also intensifies the competition. The more advertisers know about their audiences, the more precisely they can tailor their messages, raising the bar for everyone else. Companies that do not invest in data tools risk falling behind, overshadowed by those who deliver relevant and timely content. In this new environment, campaigns unfold like carefully choreographed dances where each step is guided by audience response. Gone are the days of blind trust in flashy slogans. Today’s advertising is more akin to a scientist’s laboratory, where hypotheses are formed and tested, and results are used to refine future efforts. The outcome? A more dynamic advertising ecosystem where success depends on understanding the consumer’s digital behavior and using that knowledge to craft smarter, more meaningful outreach.
Chapter 5: Media Agencies Taking Center Stage as Data Scientists Overrun Old-School Creative Powerhouses.
In decades past, creative advertising agencies held center stage. They boasted legendary art directors and copywriters who could dream up unforgettable campaigns. Their clever taglines and compelling images fueled brand identities. Meanwhile, media agencies, which handled the nitty-gritty of where and when ads should run, stayed quietly in the background. But as big data took over, these supporting players gained a newfound spotlight. Suddenly, the question wasn’t just who had the smartest slogan—it was who held the keys to analyzing complex data sets and translating them into actionable plans. Media agencies, often larger and better resourced to hire data experts, seized the moment. They leveraged their ability to crunch numbers, measure performance, and feed insights back into campaigns, stepping confidently into roles once reserved for creative giants.
The shift wasn’t simply about showing that a particular ad was seen by a million viewers. It was about breaking down audiences into tiny segments based on interests, habits, and demographics. By doing so, media agencies proved that a series of smaller, personalized messages could outperform one big, flashy idea meant for everyone. This approach contradicted the old belief that a single grand concept could universally inspire consumers. Instead, it suggested that understanding what each group wants—maybe a humorous video for teens, a tech-savvy banner for gadget lovers, or a heartfelt story for young parents—delivered better results. As they mastered segmentation, media agencies started to handle more strategic responsibilities, taking on the tasks that creative shops had traditionally done. Their success shook the industry’s old order.
While creative agencies still matter, they must now collaborate more closely with the data-savvy media specialists. The dreamer must partner with the analyst. A campaign might start with a broad concept, but data refines it into multiple versions crafted for distinct audience groups. This teamwork ensures that while the artistry remains, it’s guided by hard evidence. Some creative agencies have begun to hire their own data experts, while others forge partnerships with media firms. The result is a new kind of hybrid thinking—an environment in which deep data knowledge and compelling storytelling intermingle. Neither side can dominate alone. Instead, they blend talents, blending the best of both worlds: old-fashioned creativity supported and sharpened by modern information science.
As media agencies relish their newfound strength, the industry continues to adapt. Traditional creative agencies realize that they must adjust or risk becoming obsolete. The old assumption that big ideas are all you need no longer holds. In this evolving landscape, success rests not on a single brilliant stroke, but on countless data-informed decisions that align closely with real consumer preferences. Media agencies provide the map, charting where audiences roam and how they behave. Creative minds supply the vehicle, shaping messages that feel authentic and appealing. Together, they navigate toward better results. This alliance signals a permanent transformation in how campaigns are crafted, delivered, and measured. Data and creativity have become inseparable partners in the pursuit of advertising excellence.
Chapter 6: Unraveling First-Party, Second-Party, and Third-Party Data Sources Within a Rapidly-Changing Complicated Ecosystem.
Data comes in flavors, each layer offering new insights into consumer minds. First-party data is the richest and most intimate form. It is what companies collect directly from their customers—names, purchase histories, subscription details. This information is precious because it comes straight from the source, with no guesswork involved. It lets brands understand who their customers are, what they like, and how they behave. A retailer might know exactly which products a repeat buyer prefers. A streaming service might know which movies a subscriber watches late at night. All this first-party data forms the foundation upon which carefully targeted campaigns can be built. Yet, while it’s accurate and insightful, first-party data often cannot be freely shared, limiting how it’s used beyond a company’s internal strategies.
To broaden their horizons, advertisers also turn to second-party data. Imagine two companies partnering—one holds first-party data, and the other wants access to that knowledge. The information is shared securely, stripped of personal names, but still full of valuable clues about consumer behavior. Media measurement firms or trusted industry partners often deal in second-party data, enabling brands to target consumers more effectively without knowing their full identities. Although slightly less personal than first-party data, it still provides deep insights. For example, a clothing retailer might buy second-party data from a popular travel website to discover fashion preferences of frequent travelers, tailoring ads for adventurous styles that appeal to globe-trotters. This cooperative exchange extends the reach of data’s power into new and relevant territory.
Then there’s third-party data, the widest net of them all. It is collected from various external sources—stores, catalogs, online platforms—and then sold or packaged for others. Although less specific and sometimes less accurate, it allows advertisers to build broad audience profiles. While first-party data is like carefully curated fruits from your own garden, third-party data resembles produce bought at a busy market—abundant but mixed in quality. Advertisers use these data sets to understand general trends, discover emerging interests, and gain a fuller picture of a potential market. By blending first-, second-, and third-party data, media agencies and marketers can create a comprehensive tapestry. Each thread contributes something unique, enabling an advertising strategy that is both broad in understanding and finely tuned to individual segments.
However, this data puzzle is not simple to assemble. Giant platforms like Google and Facebook guard their first-party data, reluctant to share it openly. After all, this information is their goldmine, fueling their own ad products. Meanwhile, mobile environments can pose technical obstacles: certain ads may not display correctly if a device lacks the right software, and analysts sometimes struggle to track user interactions smoothly. Finding skilled data experts is another challenge. These professionals, fluent in the language of numbers and patterns, are in high demand. As the ecosystem grows more complex, only those who navigate these hurdles and blend various data sources effectively will thrive. The future of advertising belongs to those who decode the data puzzle, harnessing every resource they can uncover.
Chapter 7: When Personal Privacy Collides With Corporate Desires: The Shadowy Depths of Data Collection.
Behind the scenes of these data-fueled marvels, a pressing moral question emerges: what about personal privacy? Advertisers grow bolder, and technology giants gather information like busy bees collecting pollen. While personalized ads can feel convenient—showing you what you might actually want—they also trigger unease. Companies accumulate personal details, some as sensitive as medical interests or political leanings. For instance, huge platforms like Facebook know staggering amounts about their users: not only what they ‘like’ or comment on, but also their education level, job title, and offline shopping habits. By doing so, they build intricate profiles, sorting individuals into categories that help advertisers shoot their messages with laser-like precision. This silent gathering of personal details transforms consumers into easily targeted clusters, raising uncomfortable questions about boundaries.
It’s not just Facebook. Google, a global powerhouse, uses its search engine, email service, and maps to build highly detailed portraits of users. Amazon’s voice assistant, Alexa, listens closely, learning a household’s routines, tastes, and quirks. With each interaction, users surrender tiny pieces of themselves. Over time, these pieces add up to a crystal-clear reflection of their private lives. While these giants argue that this data helps improve services and deliver relevant recommendations, critics worry about who controls this information and how it might be misused. Concerns arise: what if sensitive data lands in the wrong hands, or is employed to manipulate opinions, spending habits, or even political beliefs? The lines between helpful personalization and harmful intrusion grow thinner with each new technological leap.
Governments and organizations are starting to respond. Debates rage over how to regulate data collection, forcing lawmakers to consider new rules that protect consumer rights. Privacy policies and consent forms are written and rewritten, though often in complex legal language that is hard to fully grasp. Some consumers revolt quietly by using ad-blockers, limiting what they share, or turning off location services on their phones. Others feel resigned, believing constant surveillance is the price of living in a connected world. Meanwhile, advertisers and tech firms scramble to reassure the public, promising transparency and safety, while still pushing boundaries to gain competitive advantages. This uneasy relationship between consumer privacy and corporate desire sets the stage for ongoing struggles, as each side seeks a fair and balanced arrangement.
Ultimately, the tension over privacy hints at deeper cultural questions. Are we willing to trade a piece of our personal freedom for more convenience and relevance in the ads we encounter? Must we accept that data is a currency that buys us improved online experiences but costs us our anonymity? The fate of advertising’s future may well depend on how society answers these questions. If consumers grow more suspicious, they may demand stricter safeguards and turn away from services they find too invasive. On the other hand, if people appreciate perfectly tailored content and view it as a helpful guide rather than an unwanted intrusion, then data-driven marketing will continue to flourish. Either way, privacy will remain a complex, unresolved challenge lurking in the heart of advertising’s new world.
Chapter 8: How Political Campaigns Harnessed Targeted Digital Messages to Profoundly Redefine Voter Influence.
The shifts we’ve observed in advertising affect not just products and brands, but politics too. Once, political campaigns relied heavily on broad television ads and boisterous rallies to reach the masses. Yet, in recent years, clever use of data has allowed campaigns to pinpoint specific groups of voters and speak directly to them through their social media feeds. The 2016 U.S. presidential election showcased this like never before. Traditional wisdom said that the more money a candidate spent on big, splashy ads, the more votes they would win. That belief crumbled when Donald Trump captured victory despite spending far less than some of his primary opponents, and significantly less than his main rival. Instead of throwing cash at old-school advertising, he leveraged targeted digital messaging to reach carefully selected audiences.
Trump’s team used services from data analysis firms like Cambridge Analytica, amassing thousands of data points on individuals who could become potential supporters. They segmented voters based on interests, attitudes, and beliefs. Rather than broadcasting a single slogan to everyone, they delivered tailored content that would resonate specifically with each subgroup. This strategy bypassed traditional media gatekeepers who often influenced public perception. By going straight to voters via social networks, Trump’s campaign could shape conversations directly. This approach caught many by surprise and forced political observers to rethink how influence could be gained. It demonstrated the raw power of data-driven targeting: by learning about voter preferences and behaviors, political campaigns can serve personalized messages that hit home more effectively than general appeals aired nationwide.
Hillary Clinton’s campaign, despite spending more money overall, struggled to match Trump’s mastery of micro-targeted messaging. This revealed an unsettling truth for traditional political advertisers: merely pouring funds into large-scale ad buys no longer guarantees winning hearts. Modern audiences can become numb to repetitive, generic ads. They often tune out big-budget television spots as background noise. But when a campaign reaches them in a more intimate digital space—like their Facebook feed—using language and topics they care about, it can influence thinking in subtle but powerful ways. This tactic turns politics into a highly personalized conversation, more like a whisper in the ear than a billboard on a busy highway. Elections now resemble marketing campaigns, shaped by data insights and precise segmentation that leave old methods looking outdated.
This new political landscape suggests that future campaigns will invest even more heavily in big data. They will refine segmentation, discover overlooked voter groups, and deliver countless variations of political messages. Each voter might see a slightly different promise, image, or slogan—whatever clicks best with their worldview. While this can empower voters to receive messages that feel relevant, it also raises ethical questions. Does micro-targeting lead to manipulation, confusion, or polarization by showing different people different facts or sentiments? As politics moves deeper into the digital realm, the lines between marketing a product and selling a candidate grow blurry. What’s clear is that targeted digital advertising is not just transforming how we buy products—it’s reshaping how we elect leaders, influencing the very direction of democratic societies.
Chapter 9: Embracing Customized Future Strategies as Traditional Advertising Giants Struggle to Stay Relevant.
The changes rocking the advertising world are far from over. What started with basic online banners and pop-ups has morphed into a complex ecosystem where every move can be analyzed, measured, and optimized. Big, bold television commercials still exist, but they are less often the centerpiece. Instead, advertisers must craft flexible strategies that respond to data in near real-time. The future belongs to those willing to embrace customization: sending the right message to the right person at precisely the right moment. Technologies like artificial intelligence and machine learning will further enhance the ability to predict what consumers want before they even know it themselves. Agencies and brands that fail to adapt may find themselves overshadowed by nimble newcomers who thrive in this evolving digital jungle.
We are moving into an era where a one-size-fits-all campaign seems almost quaint. Instead of single grand ideas, we’ll have many smaller, targeted concepts that rotate depending on audience segments. Marketers will refine their methods, experimenting with tones, visuals, and formats for different micro-communities. Mobile platforms, voice assistants, smart home devices, and other emerging technologies will multiply the opportunities to reach consumers. Data analysis will become ever more sophisticated, while privacy concerns and ethical debates continue to swirl. Businesses must balance personalization with respect for boundaries, earning trust by proving they can handle personal data responsibly. Brands that master this balance will not only sell products but also build lasting relationships with their audiences, encouraging loyalty in a crowded and competitive environment.
This shift doesn’t mean the end of creativity; it means creativity must evolve. Advertisers can still dream up exciting characters, memorable stories, and witty taglines, but they must now connect these creative sparks to data-driven insights. An ad might launch with one concept, then pivot mid-campaign based on audience feedback and performance metrics. This agility requires teamwork and integration across multiple fields: data science, psychology, design, writing, and strategy. The barriers between creative and analytical minds will blur as everyone works together to fine-tune campaigns that genuinely resonate. The future looks less like a linear path and more like a branching network of choices, each guided by a constant stream of audience responses. In this scenario, creativity and data are dance partners, spinning together through an ever-changing landscape.
In the coming years, we might barely recognize the advertising world we once knew. Static billboards replaced by digital displays that shift messages depending on who is looking. Social platforms that learn personal tastes and suggest products before the thought fully forms. Political messages engineered to reach your eyes at just the right emotional moment. As these changes unfold, industry veterans and newcomers alike must develop new skills, question old assumptions, and remain open-minded. The pace of change will only accelerate. Companies that cling to outdated models risk fading into irrelevance, while those that continually learn and adjust can rise to new heights. It’s a time of uncertainty, but also of immense possibility. The next chapter of advertising history is being written right now—and everyone has a role in shaping it.
All about the Book
Dive into the intricacies of media relationships explored by Ken Auletta in ‘Frenemies’, revealing the powerful dynamics between journalists and influencers in today’s fast-paced digital landscape. Discover insights relevant for media enthusiasts and professionals alike.
Ken Auletta, an acclaimed journalist and author, specializes in media analysis, offering profound insights into the evolving relationships in journalism. His work unravels the complexities of communication in the modern age.
Journalists, Public Relations Specialists, Media Executives, Marketing Professionals, Communications Strategists
Reading about media trends, Studying public relations strategies, Following news and current events, Engaging in discussions about journalism, Attending media workshops and conferences
The evolving role of media in society, The impact of digital communication on traditional journalism, Ethics in journalism and PR relationships, The influence of social media on public perception
In a world where information flows freely, understanding who you can trust is the ultimate currency.
Malcolm Gladwell, Barbara Walters, David Brooks
National Book Award Finalist, George Polk Award, Society of Professional Journalists Sigma Delta Chi Award
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