{"id":265,"date":"2020-06-02T09:34:34","date_gmt":"2020-06-02T09:34:34","guid":{"rendered":"https:\/\/workspace.cohnwolfe.is\/index.php\/2020\/06\/02\/stafraen-midhlun-er-einskis-virdhi-ef-loegdh-er-ofurahersla-a-hana-a-kostnadh-annarrar-midhlunar\/"},"modified":"2021-04-14T15:25:28","modified_gmt":"2021-04-14T15:25:28","slug":"stafraen-midhlun-er-einskis-virdhi-ef-loegdh-er-ofurahersla-a-hana-a-kostnadh-annarrar-midhlunar","status":"publish","type":"post","link":"https:\/\/workspace.cohnwolfe.is\/index.php\/2020\/06\/02\/stafraen-midhlun-er-einskis-virdhi-ef-loegdh-er-ofurahersla-a-hana-a-kostnadh-annarrar-midhlunar\/","title":{"rendered":"Stafr\u00e6n mi\u00f0lun er einskis vir\u00f0i ef l\u00f6g\u00f0 er ofur\u00e1hersla \u00e1 hana \u00e1 kostna\u00f0 annarrar mi\u00f0lunar"},"content":{"rendered":"

Stafr\u00e6n mi\u00f0lun augl\u00fdsinga vex hratt \u00e1 \u00cdslandi, eins og annars sta\u00f0ar, svo mj\u00f6g reyndar a\u00f0 svo breg\u00f0ur vi\u00f0 a\u00f0 fyrirt\u00e6ki h\u00e6tti jafnvel a\u00f0 horfa til hli\u00f0r\u00e6nna mi\u00f0la samhli\u00f0a \u00fev\u00ed sem stafr\u00e6nar augl\u00fdsingastofur kynna t\u00f6fralausnir \u00ed m\u00f6rkun \u00ed auknum m\u00e6li.<\/span><\/p>\n

<\/p>\n

Samh\u00e6fing svari\u00f0 vi\u00f0 d\u00fdrri misv\u00edsun skilabo\u00f0a<\/strong><\/p>\n

N\u00fat\u00ed\u00f0in liggur \u00ed heildr\u00e6nni mi\u00f0lun og samh\u00e6fingu \u00e1 mi\u00f0lum og \u00fea\u00f0 mun ekkert breytast \u00ed framt\u00ed\u00f0inni. Gjald\u00feroti\u00f0 er f\u00f3lgi\u00f0 \u00ed a\u00f0 einbl\u00edna \u00e1 f\u00e1a mi\u00f0la, f\u00e1ar bo\u00f0r\u00e1sir og f\u00e1ar bo\u00f0lei\u00f0ir. <\/p>\n

Sko\u00f0um \u00feetta a\u00f0eins n\u00e1nar: Vi\u00f0 hj\u00e1 Cohn & Wolfe sta\u00f0h\u00e6fum a\u00f0 \u00fea\u00f0 er engin framt\u00ed\u00f0 \u00ed einni ger\u00f0 af mi\u00f0lun (bo\u00f0r\u00e1sum\/bo\u00f0lei\u00f0um) og engri samh\u00e6fingu.. Fyrir \u00fev\u00ed eru fj\u00f6lmargar \u00e1st\u00e6\u00f0ur; fyrir \u00fea\u00f0 fyrsta \u00fe\u00e1 er r\u00e9ttv\u00edsun skilabo\u00f0a \u00f3neitanlega eitt a\u00f0almarkmi\u00f0 allra skilabo\u00f0a og allra birtinga\u00e1\u00e6tlana. \u00dea\u00f0 eru \u00f3d\u00fdrustu skilabo\u00f0in, einfaldlega vegna \u00feess a\u00f0 \u00feau eru ekki misv\u00edsandi. Misv\u00edsandi skilabo\u00f0 eru allra d\u00fdrustu skilabo\u00f0in, nokku\u00f0 sem fyrirt\u00e6ki og pers\u00f3nur komast a\u00f0 \u00ed n\u00e6stu kr\u00edsu.<\/p>\n

Misv\u00edsunum f\u00e6kkar \u00ed hlutfalli vi\u00f0 fj\u00f6lda \u00f3l\u00edkra mi\u00f0la og samh\u00e6fingu \u00feeirra ef r\u00e1\u00f0gjafinn veit hva\u00f0 hann er a\u00f0 gera. M\u00f3ttakendur skilabo\u00f0a skipta \u00f3reglulega um \u201eplatform\u201c, flakka \u00e1 milli mi\u00f0la og eru \u00fear me\u00f0 \u201eallssta\u00f0ar\u201c, og \u201eallssta\u00f0ar\u201c b\u00ed\u00f0ur upp \u00e1 \u00f3l\u00edk sj\u00f3narhorn s\u00f6mu skilabo\u00f0a sem er nokku\u00f0 sem mikilv\u00e6gt er a\u00f0 n\u00fdta s\u00e9r til a\u00f0 n\u00e1 fram vi\u00f0horfsbreytingunni sem s\u00f3st er eftir.<\/p>\n

Mi\u00f0lar og bo\u00f0r\u00e1sir breytast og stafr\u00e6nir mi\u00f0lar l\u00edka yfir t\u00edma r\u00e9tt eins og \u00feeir hli\u00f0r\u00e6nu. \u00deess vegna ver\u00f0ur alltaf a\u00f0 hugsa bo\u00f0mi\u00f0lun \u00fat fr\u00e1 samh\u00e6fingu (integration). Stafr\u00e6nu bo\u00f0r\u00e1sirnar voru k\u00e6rkomnar \u00e1 s\u00ednum t\u00edma, g\u00f3\u00f0 vi\u00f0b\u00f3t sem lengi var be\u00f0i\u00f0 eftir. H\u00fan var \u00fe\u00f3 ekki svo k\u00e6rkomin a\u00f0 vi\u00f0 viljum henda \u00f6llum hinu mi\u00f0lunum. \u00cd \u00fev\u00ed sambandi er r\u00e9tt a\u00f0 geta \u00feess a\u00f0 gamlir mi\u00f0lar eru \u00ed \u00e1kve\u00f0num skilningi ekki til, mi\u00f0lun er alltaf n\u00fd og fersk. \u00de\u00e1 eru skilabo\u00f0 alltaf n\u00fd og g\u00f6mul ekki til.<\/p>\n

Sefjun til fylgis t\u00f6fralausnar<\/strong><\/p>\n

\u00dea\u00f0 er ekki skynsamlegt hj\u00e1 fyrirt\u00e6kjum a\u00f0 \u00e6tla s\u00e9r a\u00f0 kaupa \u00fej\u00f3nustu af bo\u00f0mi\u00f0lunarr\u00e1\u00f0gjafa sem er bara s\u00e9rfr\u00e6\u00f0ingur \u00ed einhverri einni t\u00f6fralausn. Hann er \u00ed raun ekki s\u00e9rfr\u00e6\u00f0ingur nema \u00e1 framkv\u00e6mdastigi og getur \u00fev\u00ed ekki n\u00fdtt stefnu e\u00f0a lei\u00f0arval til r\u00e1\u00f0gjafar um bo\u00f0r\u00e1s e\u00f0a mi\u00f0il.<\/p>\n

Fagf\u00f3lk m\u00e1 ekki leyfa s\u00e9r a\u00f0 hoppa inn \u00ed m\u00fagsefjun s\u00f6luf\u00f3lks stafr\u00e6nna augl\u00fdsinga sem bo\u00f0a hi\u00f0 eina sanna fagna\u00f0arerindi. \u00dea\u00f0 er ekkert n\u00fdtt a\u00f0 einstefnur\u00e1\u00f0gjafar vitni \u00ed skrif um a\u00f0 \u00feeirra a\u00f0fer\u00f0 s\u00e9 betri en \u00f6nnur. S\u00e1 sem kann \u00e1 hamar telur a\u00f0 \u00fea\u00f0 s\u00e9 h\u00e6gt a\u00f0 laga flest me\u00f0 honum. En oftar en ekki eru \u00feessar tilvitnanir fr\u00e1 kollegum \u00feeirra \u00ed \u00fatl\u00f6ndum og \u00feannig \u00e1 a\u00f0 gefa or\u00f0unum meira v\u00e6gi. Cohn & Wolfe er hinsvegar erlent fyrirt\u00e6ki \u00ed 130 \u00fe\u00fasund manna samsteypu (WPP) \u2013 vi\u00f0 vitum vel a\u00f0 \u00fea\u00f0 eru ekki til neinar t\u00f6fralausnir. Hverja v\u00f6ru e\u00f0a \u00fej\u00f3nustu ver\u00f0ur a\u00f0 \u00fearfagreina, r\u00fdna \u00ed v\u00e6ntanlegan markh\u00f3p, og velja mi\u00f0lana \u00fat fr\u00e1 \u00fev\u00ed.<\/p>\n

Stafr\u00e6n tilhneiging vegna m\u00e6lanlegri \u00e1rangurs<\/strong><\/p>\n

Ein megin forsenda \u00feess a\u00f0 augl\u00fdsa me\u00f0 einhverjum \u00e1rangri er a\u00f0 geta gert \u00e1\u00e6tlanir um \u00feann \u00e1rangur. R\u00e1\u00f0gjafar ver\u00f0a a\u00f0 geta \u00e1\u00e6tla\u00f0 t\u00ed\u00f0ni og dekkun og fundi\u00f0 snertiver\u00f0. Vi\u00f0 megum ekki bj\u00f3\u00f0a vi\u00f0skiptavinum upp \u00e1 a\u00f0 gera bara eitthva\u00f0 og sj\u00e1 hva\u00f0 kemur \u00fat \u00far \u00fev\u00ed. F\u00e1 fyrirt\u00e6ki standa svo vel fj\u00e1rhagslega a\u00f0 geta leyft s\u00e9r \u00fea\u00f0.<\/p>\n

Fj\u00f6lbreytnin, samh\u00e6fingin og bo\u00f0mi\u00f0lunin \u00ed \u00e1\u00e6tlu\u00f0u plani jafngildir faglegri d\u00fdpt. Ef stafr\u00e6nar augl\u00fdsingar v\u00e6ru alfa og omega, og anna\u00f0 bara peningas\u00f3un, \u00fe\u00e1 v\u00e6ri \u00fea\u00f0 svipa\u00f0 og a\u00f0 svipta f\u00f3lk \u00ed megrun \u00feeim valkosti a\u00f0 stunda meiri hreyfingu \u00ed sta\u00f0 \u00feess a\u00f0 bor\u00f0a minna af kalor\u00edum. Bara \u00fea\u00f0 a\u00f0 hafa val lei\u00f0ir f\u00f3lki fyrir sj\u00f3nir a\u00f0 h\u00e6gt er a\u00f0 gera b\u00e6\u00f0i, bor\u00f0a minna af kalor\u00edum og hreyfa sig meira, \u00ed \u00feeim tilgangi a\u00f0 n\u00e1 betri \u00e1rangri, fyrr. \u00deetta er au\u00f0vita\u00f0 eins me\u00f0 augl\u00fdsingar, \u00e1 hvorn veginn sem er, hli\u00f0r\u00e6nt e\u00f0a stafr\u00e6nt \u2013 b\u00e6\u00f0i best. \u00dea\u00f0 fagf\u00f3lk sem b\u00fdr til bo\u00f0skipta- e\u00f0a bo\u00f0mi\u00f0lunarstefnur (communication strategies) kann alltaf hvort tveggja \u00ed senn, a\u00f0 b\u00faa til konsept (creative strategy) og m\u00f3ta heildr\u00e6na mi\u00f0lun (integrated media strategy) sem getur veri\u00f0 b\u00e6\u00f0i greidd og \u00f3greidd (augl\u00fdsingar og almannatengsl).<\/p>\n

F\u00e6kkun mi\u00f0la jafngildir minni \u00e1rangri af skilabo\u00f0ager\u00f0<\/strong><\/p>\n

Ein lei\u00f0 til a\u00f0 horfa \u00e1 bo\u00f0r\u00e1sirnar (mi\u00f0lunart\u00e6knina) er a\u00f0 skilgreina \u00fe\u00e6r allar sem n\u00fdjar \u00ed e\u00f0li s\u00ednu. \u00deannig ver\u00f0a hinir hef\u00f0bundnu mi\u00f0lar l\u00edka n\u00fdir, eins og \u00feeir stafr\u00e6nu. \u00deeir eru nefnilega s\u00ed-n\u00fdir svo lengi sem \u00feeir eru nota\u00f0ir. N\u00fd-leiki \u00feeirra er skilgreindur af \u00fev\u00ed hvort og hvernig vi\u00f0 notum \u00fe\u00e1. Ef vi\u00f0 notum \u00fe\u00e1 ekki, \u00fe\u00e1 ver\u00f0a \u00feeir gamlir. \u00deeir deyja ef engin mi\u00f0lun skilabo\u00f0a er fyrir hendi.<\/p>\n

\u00dea\u00f0 a\u00f0 halda \u00e1 lofti einnar bo\u00f0r\u00e1sar stefnu er \u00fev\u00ed sj\u00e1lfsuppfyllandi \u00e1kv\u00f6r\u00f0un sem \u00e1 sama t\u00edma er faglega rangt og beinl\u00ednis ska\u00f0legt. Fagf\u00f3lk vill ekki f\u00e6kka \u00ed fl\u00f3ru mi\u00f0lunar \u2013 vi\u00f0 \u00feurfum a\u00f0 fj\u00f6lga \u00ed henni og \u00fea\u00f0 er \u00fea\u00f0 sem gerist yfir t\u00edma. \u00dea\u00f0 n\u00e6gir a\u00f0 taka n\u00fdjustu vi\u00f0b\u00e6tur; TikTok, \u00e1hrifavaldar, SEO, vi\u00f0bur\u00f0ir sem d\u00e6mi um stanslausan v\u00f6xt \u00ed mi\u00f0lunarfl\u00f3runni. Vi\u00f0 viljum n\u00fdja t\u00e6kni mi\u00f0lunar \u00e1 hverjum t\u00edma og fleiri mi\u00f0lunarlei\u00f0ir, a.m.k. til a\u00f0 geta n\u00fdtt grunnskilabo\u00f0in betur me\u00f0 \u00f3l\u00edkum h\u00e6tti \u00ed \u00f3l\u00edkum mi\u00f0lum. \u00deau sem vilja f\u00e6kka mi\u00f0lum eru ekki a\u00f0 hugsa um \u00e1rangur af skilabo\u00f0unum.<\/p>\n

Vi\u00f0horfsbreytingin eltir tr\u00faver\u00f0ugleikann<\/strong><\/p>\n

St\u00e6rsta \u00e1hyggjuefni\u00f0 \u00ed dag, fyrir augl\u00fdsendur, er \u00fe\u00f3 sennilegast tr\u00faver\u00f0ugleiki augl\u00fdsinganna. Hann er nefnilega breytilegur eftir bo\u00f0r\u00e1sum (\u00fer\u00e1tt fyrir a\u00f0 sama v\u00f6rumerki\/vara s\u00e9 augl\u00fdst). Tr\u00faver\u00f0ugleiki augl\u00fdsingar hangir t.d. \u00e1 \u00feekkingu m\u00f3ttakandans \u00e1 v\u00f6rumerkinu annars vegar og bo\u00f0r\u00e1sinni og bo\u00f0lei\u00f0inni hins vegar. \u00dea\u00f0 er au\u00f0velt a\u00f0 sj\u00e1 fyrir s\u00e9r a\u00f0 \u00f3\u00feekkt merki \u00e1 \u00f3\u00feekktri bo\u00f0r\u00e1s hafi ekki mikinn styrk \u00ed augum m\u00f3ttakandans. Firma- e\u00f0a v\u00f6rumerki \u00e1 s\u00e9r \u00feannig litla von ef eing\u00f6ngu anna\u00f0 hvort stafr\u00e6nar e\u00f0a hli\u00f0r\u00e6nar bo\u00f0r\u00e1sir ver\u00f0a n\u00fdttar. Tr\u00faver\u00f0ugleiki augl\u00fdsinga hefur lengi veri\u00f0 vandam\u00e1l. Me\u00f0 tilkomu stafr\u00e6nnar fl\u00f3ru mi\u00f0lunar hefur hann ekki batna\u00f0.<\/p>\n

\u00de\u00e1 er ekki b\u00fai\u00f0 a\u00f0 r\u00e6\u00f0a anna\u00f0 sem skiptir miklu m\u00e1li en \u00fea\u00f0 er skapandi hluti augl\u00fdsingarinnar. Hann \u00e1 erfitt uppdr\u00e1ttar \u00ed stafr\u00e6nni mi\u00f0lun vegna \u00feess a\u00f0 of l\u00edtil virkni ver\u00f0ur \u00ed mikilv\u00e6gum s\u00e1lr\u00e6num \u00fe\u00e1ttum. \u00dear me\u00f0 ver\u00f0ur erfitt e\u00f0a \u00f3m\u00f6gulegt a\u00f0 koma \u00feeim fyrir e\u00f0a \u00e1 framf\u00e6ri me\u00f0 \u00feeim h\u00e6tti a\u00f0 s\u00e1lr\u00e6nn \u00fe\u00e1ttur taki vi\u00f0 hver eftir \u00f6\u00f0rum og hafi \u00feannig \u00e1hrif \u00e1 hvorn annan \u00ed \u201es\u00e1lr\u00e6nt r\u00e9ttri r\u00f6\u00f0\u201c.<\/p>\n

Konsepti\u00f0 e\u00f0a hugmyndin, sem liggur til grundvallar fyrir skilabo\u00f0ager\u00f0, getur \u00ed besta falli fengi\u00f0 byrjunarathygli en l\u00edti\u00f0 meira. Sl\u00edk hugmynd getur fengi\u00f0 m\u00f6rg like, en l\u00edtinn skilning, sem er forsenda fyrir framhaldinu, \u00fe.e. a\u00f0 vi\u00f0komandi kaupi hugmyndina sem er \u00ed bo\u00f0i. Heildin, konsepti\u00f0, magnast sem sagt ekki upp til skilnings sem endar \u00ed kaupum. \u00deessir s\u00e1lr\u00e6nu \u00fe\u00e6ttir \u201estigveldis skilabo\u00f0a\u201c er forsenda manneskjunnar til virkrar skynjunar (eftir byrjunarathyglina) og skilnings \u00e1 skilabo\u00f0um og hva\u00f0 vi\u00f0komandi m\u00f3ttakanda er \u00e6tla\u00f0 a\u00f0 gera af h\u00e1lfu bo\u00f0andans eftir vi\u00f0horfsbreytinguna.<\/p>\n

\u00deetta \u00feekkingarferli, sem stikla\u00f0 er \u00e1 st\u00f3ru um h\u00e9r a\u00f0 ofan, hefur a\u00f0eins \u00feann tilgang a\u00f0 kynna “sig” (branding er ekkert anna\u00f0 en ferli til kynningar \u00e1 \u00f6llum \u00e1s\u00fdndum). \u00dea\u00f0 er \u00fev\u00ed merkilegt a\u00f0 fylgjast me\u00f0 hvernig marka\u00f0sfr\u00e6\u00f0in eru a\u00f0 \u00feynnast \u00fat hj\u00e1 f\u00f3lki sem er a\u00f0 koma inn \u00ed geirann \u00fear sem ofur\u00e1hersla er l\u00f6g\u00f0 \u00e1 ein bjargr\u00e1\u00f0 til mi\u00f0lunar, stafr\u00e6na mi\u00f0la.<\/p>\n

Hefur gerst \u00e1\u00f0ur, mun gerast aftur<\/strong><\/p>\n

Vi\u00f0 h\u00f6fum s\u00e9\u00f0 \u00feetta gerast \u00e1\u00f0ur. \u00der\u00f3un er nefnilega alltaf h\u00e1\u00f0 hagsmunum. \u00cd gegnum t\u00ed\u00f0ina hafa t.d. augl\u00fdsingastofur haldi\u00f0 \u00fev\u00ed fram a\u00f0 \u00ed prenti s\u00e9 a\u00f0 finna a\u00f0al bo\u00f0r\u00e1sirnar. Hagsmunirnir eru \u00feeir a\u00f0 stofurnar voru\/eru fullar af graf\u00edskum h\u00f6nnu\u00f0um sem \u00feurfa a\u00f0 hafa eitthva\u00f0 a\u00f0 gera. \u00cd dag er \u00feung \u00e1hersla \u00e1 kvikmyndaframlei\u00f0slu enda h\u00e6gt a\u00f0 n\u00fdta hana \u00ed sj\u00f3nvarp og \u00e1 vefinn. Ein \u00e1st\u00e6\u00f0a \u00feessa g\u00e6ti veri\u00f0 s\u00fa a\u00f0 hreyfiefni hefur m\u00e6lst vel en \u00f6nnur \u00e1st\u00e6\u00f0an er s\u00fa sama og \u00e1\u00f0ur, a\u00f0 stofurnar eiga n\u00f3g af f\u00f3lki sem \u00fearf \u00feessi verkefni. R\u00e1\u00f0gj\u00f6fin ver\u00f0ur h\u00e1\u00f0 (\u00feeim) og \u00fea\u00f0 er mj\u00f6g sl\u00e6mt ef h\u00fan er h\u00e1\u00f0 \u00f6\u00f0rum hagsmunum en \u00feeim sem tengjast markmi\u00f0um verkefnisins.<\/p>\n

Okkar lei\u00f0 hj\u00e1 Cohn & Wolfe er a\u00f0 leysa s\u00e9rt\u00e6k vandam\u00e1l me\u00f0 s\u00e9rt\u00e6kum lausnum. \u00deeir sem leysa s\u00e9rt\u00e6k vandam\u00e1l me\u00f0 almennum lausnum eru ekki a\u00f0 veita r\u00e1\u00f0gj\u00f6f. Hagsmunatengd r\u00e1\u00f0gj\u00f6f er heldur ekki r\u00e1\u00f0gj\u00f6f.<\/p>\n

A\u00f0 \u00feessu s\u00f6g\u00f0u \u00fe\u00e1 er Cohn & Wolfe lei\u00f0andi fyrirt\u00e6ki \u00ed strateg\u00edskri n\u00e1lgun, heildr\u00e6nni mi\u00f0lun, stafr\u00e6nni mi\u00f0lun og n\u00fdtur ennfremur birtingars\u00e9r\u00feekkingar og samvirkni systurfyrirt\u00e6kisins \u00e1 \u00cdslandi, MediaCom. \u00dea\u00f0 er \u00feessi s\u00e9r\u00feekking sem leyfir okkur a\u00f0 minna \u00e1 a\u00f0 \u00e1n hli\u00f0r\u00e6nu mi\u00f0lanna er \u00feeir stafr\u00e6nu l\u00edtils vir\u00f0i (a.m.k. fyrir fj\u00e1rhags\u00e1\u00e6tlunina), og \u00f6fugt.<\/p>\n","protected":false},"excerpt":{"rendered":"

Stafr\u00e6n mi\u00f0lun augl\u00fdsinga vex hratt \u00e1 \u00cdslandi, eins og annars sta\u00f0ar, svo mj\u00f6g reyndar a\u00f0 svo breg\u00f0ur vi\u00f0 a\u00f0 fyrirt\u00e6ki h\u00e6tti jafnvel a\u00f0 horfa til hli\u00f0r\u00e6nna mi\u00f0la samhli\u00f0a \u00fev\u00ed sem stafr\u00e6nar augl\u00fdsingastofur kynna t\u00f6fralausnir \u00ed m\u00f6rkun \u00ed auknum m\u00e6li.<\/p>\n","protected":false},"author":2,"featured_media":624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[],"_links":{"self":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/265"}],"collection":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/comments?post=265"}],"version-history":[{"count":1,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/265\/revisions"}],"predecessor-version":[{"id":625,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/265\/revisions\/625"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/media\/624"}],"wp:attachment":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/media?parent=265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/categories?post=265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/tags?post=265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}