{"id":303,"date":"2012-08-08T08:21:29","date_gmt":"2012-08-08T15:21:29","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=303"},"modified":"2023-05-22T22:08:43","modified_gmt":"2023-05-23T05:08:43","slug":"measuring-the-value-of-outdoor-advertising","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/","title":{"rendered":"Measuring the Value of Outdoor Advertising"},"content":{"rendered":"<p><a href=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-324\" title=\"outdoor_advertising\" src=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png\" alt=\"\" width=\"244\" height=\"285\" \/><\/a>As a marketer, you must make many choices on not only what your primary message should be, but also on what medium is the best to communicate your vision. I just read an interesting article in the Wall Street Journal about a nice win that the NASDAQ just pulled off \u2013 getting Kraft Foods to drop their big board listing on the NYSE to go instead with a listing on the NASDAQ (<a href=\"http:\/\/online.wsj.com\/article\/SB10001424052702303665904577454291790104830.html\">see article here<\/a>). I can only image what the lead time and typical sales cycle is for such a decision, as it is clearly more than just a simple administrative change such as switching banks. Beyond the logistics of such a change, there is clearly a message at play \u2013 Kraft wants to be seen more as a company that is closer aligned with the technology companies that now dominate the listings on NASDAQ.<\/p>\n<p>Stepping aside from that whole decision process and what was involved in closing the deal, the point that got my interest was when I read about what was publicly stated as the key reason that Kraft made the swap. According to the article, it was \u201cthe prospect of cost savings and the marketing visibility afforded by NASDAQ\u2019s landmark advertising billboard in New York&#8217;s Times Square.\u201d Cost savings in today\u2019s economy is certainly justifiable and reasonable. What was interesting is the reference to the billboard that NASDAQ has in Times Square, which I am sure each of you has had the chance to either see either on TV or in person.<\/p>\n<p>Wow. So, what Kraft is essentially saying is that this outdoor advertising venue was the tipping point that pushed them to close the deal. A couple of questions and comments come to mind here. First, what benefit is Kraft really envisioning? Increased brand awareness? I think that pretty much everyone in the world has now heard of Kraft Foods, so that clearly can\u2019t be the case. How about awareness of what Kraft stock can be purchased for? In today\u2019s digital world of price tickers, I have a hard time believing that it is this type of awareness that they are talking about.<\/p>\n<p>I would propose that the awareness they seek is being viewed as part of the NASDAQ\u2019s group of more tech-heavy, startup type of companies that are more typically on that exchange versus the NYSE. But, this message simply wasn\u2019t part of the article. Maybe NASDAQ is trying to expand their positioning to be more than just a home for tech firms, and this was a way for them to point out other reasons for making the swap? If any of you have any background info that can help explain this decision, your comments and feedback would be most welcome!<\/p>\n<p>So, there you have it. The decision to pay millions (?) of dollars a year by NASDAQ\u2019s marketing team to keep that lease or own that real estate with its prime placement in Times Square actually led to a sale, which can now be tracked directly to that investment. The next question is: \u201cDid the marketing team put this into their ROI calculation to help justify the expense?\u201d There probably was some sort of awareness factor, which then translated into some sort of increased branding \u2026 but, to actually get a sale as almost a direct impact from the billboard \/ outdoor sign? I am guessing \u201cno.\u201d<\/p>\n<p>In concluding, first, I hope that the marketing team at NASDAQ saw the article and is now pointing it out to their executive team. Second, I am not endorsing a marketing campaign composed entirely of outdoor advertising \u2013 an integrated approach covering multiple channels and awareness media is best. Third, to those thinking that there isn\u2019t really any value to brand advertising and that any quantifiable new sales are not really possible from such expenditures, maybe that assumption isn\u2019t quite always the case!<\/p>\n<p><strong>Gordon Benzie<\/strong> is a marketing adviser\u00a0and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a marketer, you must make many choices on not only what your primary message should be, but also on what medium is the best to communicate your vision. I just read an interesting article in the Wall Street Journal about a nice win that the NASDAQ just pulled off \u2013 getting Kraft Foods to &hellip; <a href=\"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Measuring the Value of Outdoor Advertising<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3,12,4],"tags":[66,65,27,29,25],"class_list":["post-303","post","type-post","status-publish","format-standard","hentry","category-brand-integrity","category-business-communications","category-marketing-communications","tag-brand-integrity","tag-marketing-communications","tag-messaging","tag-return-on-investment","tag-visual-communications"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Measuring the Value of Outdoor Advertising - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Measuring the Value of Outdoor Advertising - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"As a marketer, you must make many choices on not only what your primary message should be, but also on what medium is the best to communicate your vision. I just read an interesting article in the Wall Street Journal about a nice win that the NASDAQ just pulled off \u2013 getting Kraft Foods to &hellip; Continue reading Measuring the Value of Outdoor Advertising\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Making Every Word Count\" \/>\n<meta property=\"article:published_time\" content=\"2012-08-08T15:21:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-23T05:08:43+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png\" \/>\n<meta name=\"author\" content=\"Gordon Benzie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gordon Benzie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/\"},\"author\":{\"name\":\"Gordon Benzie\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"headline\":\"Measuring the Value of Outdoor Advertising\",\"datePublished\":\"2012-08-08T15:21:29+00:00\",\"dateModified\":\"2023-05-23T05:08:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/\"},\"wordCount\":679,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2012\\\/08\\\/outdoor_advertising.png\",\"keywords\":[\"Brand Integrity\",\"Marketing Communications\",\"messaging\",\"Return on Investment\",\"visual communications\"],\"articleSection\":[\"Brand Integrity\",\"Business Communications\",\"Marketing Communications\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/\",\"name\":\"Measuring the Value of Outdoor Advertising - Making Every Word Count\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2012\\\/08\\\/outdoor_advertising.png\",\"datePublished\":\"2012-08-08T15:21:29+00:00\",\"dateModified\":\"2023-05-23T05:08:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#primaryimage\",\"url\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2012\\\/08\\\/outdoor_advertising.png\",\"contentUrl\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2012\\\/08\\\/outdoor_advertising.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/measuring-the-value-of-outdoor-advertising\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Measuring the Value of Outdoor Advertising\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/\",\"name\":\"Making Every Word Count\",\"description\":\"Insights on effective marketing, messaging, and positioning strategies.\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\",\"name\":\"Gordon Benzie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"contentUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"width\":600,\"height\":600,\"caption\":\"Gordon Benzie\"},\"logo\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\"},\"description\":\"Gordon Benzie is a B2B marketing and analyst relations leader with more than 25 years of experience helping technology companies engage industry analysts and strengthen market positioning. Today, he works in a fractional capacity with enterprise software, SaaS, and hardware organizations to shape messaging, improve analyst and prospect awareness, and translate third-party validation into business growth.\",\"sameAs\":[\"https:\\\/\\\/www.gordonbenzie.com\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/gordonbenzie\\\/\"],\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/author\\\/gordon-benzie\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Measuring the Value of Outdoor Advertising - Making Every Word Count","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/","og_locale":"en_US","og_type":"article","og_title":"Measuring the Value of Outdoor Advertising - Making Every Word Count","og_description":"As a marketer, you must make many choices on not only what your primary message should be, but also on what medium is the best to communicate your vision. I just read an interesting article in the Wall Street Journal about a nice win that the NASDAQ just pulled off \u2013 getting Kraft Foods to &hellip; Continue reading Measuring the Value of Outdoor Advertising","og_url":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/","og_site_name":"Making Every Word Count","article_published_time":"2012-08-08T15:21:29+00:00","article_modified_time":"2023-05-23T05:08:43+00:00","og_image":[{"url":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png","type":"","width":"","height":""}],"author":"Gordon Benzie","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Gordon Benzie","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#article","isPartOf":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/"},"author":{"name":"Gordon Benzie","@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"headline":"Measuring the Value of Outdoor Advertising","datePublished":"2012-08-08T15:21:29+00:00","dateModified":"2023-05-23T05:08:43+00:00","mainEntityOfPage":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/"},"wordCount":679,"commentCount":3,"publisher":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"image":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#primaryimage"},"thumbnailUrl":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png","keywords":["Brand Integrity","Marketing Communications","messaging","Return on Investment","visual communications"],"articleSection":["Brand Integrity","Business Communications","Marketing Communications"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/","url":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/","name":"Measuring the Value of Outdoor Advertising - Making Every Word Count","isPartOf":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#primaryimage"},"image":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#primaryimage"},"thumbnailUrl":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png","datePublished":"2012-08-08T15:21:29+00:00","dateModified":"2023-05-23T05:08:43+00:00","breadcrumb":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#primaryimage","url":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png","contentUrl":"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2012\/08\/outdoor_advertising.png"},{"@type":"BreadcrumbList","@id":"https:\/\/www.gordonbenzie.com\/blog\/measuring-the-value-of-outdoor-advertising\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.gordonbenzie.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Measuring the Value of Outdoor Advertising"}]},{"@type":"WebSite","@id":"https:\/\/www.gordonbenzie.com\/blog\/#website","url":"https:\/\/www.gordonbenzie.com\/blog\/","name":"Making Every Word Count","description":"Insights on effective marketing, messaging, and positioning strategies.","publisher":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.gordonbenzie.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f","name":"Gordon Benzie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","url":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","contentUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","width":600,"height":600,"caption":"Gordon Benzie"},"logo":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png"},"description":"Gordon Benzie is a B2B marketing and analyst relations leader with more than 25 years of experience helping technology companies engage industry analysts and strengthen market positioning. Today, he works in a fractional capacity with enterprise software, SaaS, and hardware organizations to shape messaging, improve analyst and prospect awareness, and translate third-party validation into business growth.","sameAs":["https:\/\/www.gordonbenzie.com","https:\/\/www.linkedin.com\/in\/gordonbenzie\/"],"url":"https:\/\/www.gordonbenzie.com\/blog\/author\/gordon-benzie\/"}]}},"_links":{"self":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/303","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/comments?post=303"}],"version-history":[{"count":6,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/303\/revisions"}],"predecessor-version":[{"id":1252,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/303\/revisions\/1252"}],"wp:attachment":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/media?parent=303"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/categories?post=303"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/tags?post=303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}