{"id":2641,"date":"2011-04-16T00:01:39","date_gmt":"2011-04-15T12:01:39","guid":{"rendered":"http:\/\/philcook.net\/beerdiary\/?p=2641"},"modified":"2026-02-07T10:13:58","modified_gmt":"2026-02-06T21:13:58","slug":"beer-diary-podcast-s01e02","status":"publish","type":"post","link":"https:\/\/philcook.net\/beerdiary\/2011\/04\/16\/beer-diary-podcast-s01e02\/","title":{"rendered":"Beer Diary Podcast episode 2: Fat Yak and Beer Marketing"},"content":{"rendered":"<p>Back for a second round, we have a beer which George discovered purely from its advertising. Which leads to a discussion about beer marketing in general; the history, the good and the very-very-bad indeed. We touch on a few recent controversies and try to make some sense of them from each end &#8212; George the marketing man, and me the beer nerd. We also offer a few more recommendations for things to seek out, and decide on our first recurring &#8220;segment&#8221;.<\/p>\n<p><iframe loading=\"lazy\" style=\"border: medium;\" title=\"Embed Player\" src=\"https:\/\/play.libsyn.com\/embed\/episode\/id\/1630247\/height\/128\/theme\/modern\/size\/standard\/thumbnail\/no\/custom-color\/24890D\/time-start\/00:00:00\/playlist-height\/200\/direction\/backward\/download\/yes\/font-color\/FFFFFF\" width=\"100%\" height=\"128\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p><!--more--><\/p>\n<p>A <a title=\"Beer Diary Podcast episode 2: Fat Yak and Beer Marketing\" href=\"http:\/\/traffic.libsyn.com\/beerdiary\/s01e02_-_Fat_Yak.mp3\" target=\"_blank\" rel=\"noopener\">direct download<\/a> is available, as before, and there&#8217;s a <a href=\"http:\/\/beerdiary.libsyn.com\/rss\">podcast-specific RSS feed<\/a>. I believe we&#8217;re now also <a title=\"The Beer Diary Podcast, on iTunes\" href=\"http:\/\/itunes.apple.com\/nz\/podcast\/the-beer-diary-podcast\/id438440794\" target=\"_blank\" rel=\"noopener\">available on iTunes<\/a>, though I&#8217;m still trying to figure that one out&#8230; I&#8217;ve had a couple of requests for some chapter-sized downloadables, too (a bit easier to sneakily listen to at work, perhaps), and I&#8217;ll get cracking on those.<\/p>\n<h3>Show notes:<\/h3>\n<ul>\n<li>(0.40) There are two lost episodes: one very much a &#8216;tech demo&#8217; \/ dress rehearsal, the other unfortunately largely superseded by unexpected events. DVD extras one day, maybe&#8230;<\/li>\n<li>(1.10) Dinner was Vege Burgers, and they were great. They lead perhaps-ironically well to our\u00a0<strong>Beer of the Week:<\/strong> Matilda Bay &#8216;Fat Yak&#8217;, which <a title=\"Diary II entry #54: Matilda Bay 'Fat Yak'\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/01\/10\/matilda-bay-fat-yak\/\" target=\"_blank\" rel=\"noopener\">I do rate rather highly<\/a> (as a Gateway Beer and inherently-rather-charming thing).<\/li>\n<li>(1.55) Weirdly, I <em>didn&#8217;t<\/em> screw up the Brewery Ownership Trivia.<\/li>\n<li>(3.20) <a title=\"'Cuba Street, Wellington', on Wikipedia\" href=\"http:\/\/en.wikipedia.org\/wiki\/Cuba_Street,_Wellington\" target=\"_blank\" rel=\"noopener\">Cuba Street<\/a> is great for all sorts of reasons. Non-Wellingtonians, non-New-Zealanders and non-Earthlings should <em>all<\/em> come visit; each group seems <em>already<\/em> represented, but the more the merrier. And <a title=\"Fat Yak billboard (not my own image, obviously)\" href=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Fat-Yak-ad.jpeg\" target=\"_blank\" rel=\"noopener\" rel=\"lightbox[2641]\">here&#8217;s the billboard in question<\/a>.<\/li>\n<li>(4.50) <a title=\"Diary II entry #54: Matilda Bay 'Fat Yak' (no bottle shot, since we had it on tap, but the tap badge gives you the idea)\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/01\/10\/matilda-bay-fat-yak\/\" target=\"_blank\" rel=\"noopener\">The artwork is nicely done<\/a>, I think you&#8217;d have to admit.<\/li>\n<li>(5.10) The classic Australian &#8220;pale ales&#8221; (however defined), <a title=\"Diary II entry #14: Coopers Original Pale Ale (signed by Dr. Tim Cooper himself, no less!)\" href=\"http:\/\/philcook.net\/beerdiary\/2010\/09\/23\/coopers-original-pale-ale\/\" target=\"_blank\" rel=\"noopener\">Cooper&#8217;s Pale Ale<\/a> and <a title=\"Diary II entry #58: Little Creatures Pale Ale\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/01\/26\/little-creatures-pale-ale-on-australia-day\/\" target=\"_blank\" rel=\"noopener\">Little Creatures Pale Ale<\/a>, are both perennial favourites of mine.<\/li>\n<li>(6.40) <em>Not much<\/em> Canadian beer in my <em>Diary<\/em> so far, <a title=\"Diary II entry #11: Unibroue 'Trois Pistoles'\" href=\"http:\/\/philcook.net\/beerdiary\/2010\/09\/18\/unibroue-trois-pistoles\/\" target=\"_blank\" rel=\"noopener\">but<\/a> <a title=\"Diary II entry #25: Dieu du Diel! \u2018P\u00e9ch\u00e9 Mortel\u2019\" href=\"http:\/\/philcook.net\/beerdiary\/2010\/10\/13\/dieu-du-ciel-peche-mortel\/\" target=\"_blank\" rel=\"noopener\">some<\/a>.<\/li>\n<li>(7.05) We showed you the microphone <a title=\"Beer Diary Podcast episode 1: Emerson's Pilsner and Grey Market Imports\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/03\/31\/beer-diary-podcast-s01e01\/\" target=\"_blank\" rel=\"noopener\">last time<\/a>. <a href=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Microphone.jpg\" rel=\"lightbox[2641]\">It&#8217;s lovely<\/a>.<\/li>\n<li>(9.05) George is chuffed to see his Nerd Points growing, getting that reference before it was even made.<\/li>\n<li>(10.10) I <em>love<\/em> <a title=\"Beers tagged 'gateway'\" href=\"http:\/\/philcook.net\/beerdiary\/tag\/gateway\/\" target=\"_blank\" rel=\"noopener\">Gateway Beer<\/a>. I even made them their own category on here. We&#8217;ll have to devote a Full Length Ramble to them soon.<\/li>\n<li>(11.10) Proposals for T-shirt designs welcome.<\/li>\n<li>(13.30) Beer&#8217;s done a lot. It&#8217;s had a lot of time to. Arguably, it invented Civilisation itself (an outrageous claim I&#8217;ll defend another day) &#8212; but it was\u00a0<em>certainly<\/em> instrumental in the origin of <strong>Marketing<\/strong> as we know it.<\/li>\n<li>(14.45) <a title=\"petebrown.blogspot.com\" href=\"http:\/\/petebrown.blogspot.com\/\" target=\"_blank\" rel=\"noopener\">Pete Brown&#8217;s books and bloggings and whatnot<\/a> are <em>all<\/em> tremendously readable and useful things. That&#8217;ll be your homework, if you&#8217;re unfamiliar.<\/li>\n<li>(18.30) <a title=\"Beers tagged 'brandwank'\" href=\"http:\/\/philcook.net\/beerdiary\/tag\/brandwank\/\" target=\"_blank\" rel=\"noopener\">Brandwank<\/a> really is the best word I&#8217;ve come up with for the <em>bad<\/em> end of marketing. It just seems to fit so horribly well.<\/li>\n<li>(20.00) The first Moa I wrote up was their <a title=\"Lazy diary entry: Moa 'St. Joseph'\" href=\"http:\/\/philcook.net\/beerdiary\/2009\/03\/23\/moa-st-joseph\/\" target=\"_blank\" rel=\"noopener\">&#8216;St. Joseph Tripel&#8217;<\/a>, the (non-<em>Diary<\/em>)\u00a0entry for which unsubtly hints at this problem. Their <a title=\"Diary II entry #53: Moa Pale Ale\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/01\/08\/moa-pale-ale\/\" target=\"_blank\" rel=\"noopener\">Pale Ale<\/a> and <a title=\"Diary II entry #69: Moa 'Five Hop Winter Ale'\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/02\/28\/moa-%E2%80%98five-hop-winter-ale%E2%80%99\/\" target=\"_blank\" rel=\"noopener\">&#8216;Five Hop Winter Ale&#8217;<\/a> got <em>Diary<\/em> entries later on, during the brand overhaul.<\/li>\n<li>(23.00) NZ$138 million, it seems. So not \u201cnearly\u00a0200\u201d, but still <em>serious<\/em> money.<\/li>\n<li>(27.30) God the &#8216;Moa Breakfast Beer&#8217; saga was depressing. But George (perhaps out of name-based solidarity) would also like to take me to task for unfairly knocking Mr. Lopez.<\/li>\n<li>(29.20) <a title=\"Diary II entry #36: Hallertau 'Minimus'\" href=\"http:\/\/philcook.net\/beerdiary\/2010\/11\/18\/hallertau-minimus\/\" target=\"_blank\" rel=\"noopener\">Hallertau &#8216;Minimus&#8217;<\/a>, if not the <em>first<\/em>, is still a <em>much<\/em> classier &#8220;breakfast beer&#8221;. For all sorts of reasons.<\/li>\n<li>(31.10) Honestly, I didn&#8217;t make up <a title=\"Moa 'Lesbians' ad (not my own image, obviously)\" href=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Moa-Lesbians-ad.jpg\" rel=\"lightbox[2641]\">the billboard about lesbians<\/a>. 42 Below\u00a0also\u00a0got in trouble (intentionally, of course) for a homophobic (or at least boringly stereotypical) campaign in the mid 2000s. It&#8217;s sad to think that shit might still work.<\/li>\n<li>(32.40) I get hopelessly lost in unreliable sources for these things, but: &#8220;It ain&#8217;t braggin&#8217;, if you done it&#8221; gets attributed to Walt Whitman, &#8220;It ain&#8217;t braggin&#8217; if ya can back it up&#8221; apparently comes from baseball player &#8216;Dizzy&#8217; Dean, and you often see &#8220;It ain&#8217;t braggin&#8217;, if it&#8217;s true&#8221; credited to Mohammad Ali. It&#8217;s a great point, regardless of its provenance.<\/li>\n<li>(33.20) No, we haven&#8217;t mentioned Radler until now. That was in one of our &#8220;lost episodes&#8221;. As you can tell, we recorded this before the hearing. There should be a ruling any day now&#8230;<\/li>\n<li>(34.45) Even if the trademark attack fails, I suspect there&#8217;s a Fair Trading Act case to be made given that &#8220;Radler&#8221;\u2122 is 5% ABV.<\/li>\n<li>(40.10) Seriously, everything aside, I <em>like<\/em> <a title=\"Diary II entry #69: Moa 'Five Hop Winter Ale'\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/02\/28\/moa-%E2%80%98five-hop-winter-ale%E2%80%99\/\" target=\"_blank\" rel=\"noopener\">Moa &#8216;Five Hop&#8217;<\/a>.<\/li>\n<li>(41.00) The &#8216;ladder&#8217; I was struggling to recall goes: Ordinary Bitter, Best Bitter, Extra Special Bitter. <a title=\"zythophile.wordpress.com\" href=\"http:\/\/zythophile.wordpress.com\/\" target=\"_blank\" rel=\"noopener\">Martyn Cornell&#8217;s &#8216;Zythophile&#8217; blog<\/a> <em>is<\/em> full of great history, but I couldn&#8217;t see anything directly on <em>this<\/em> question, specifically. I should finally get around to reading his book.<\/li>\n<li>(42.45) <a title=\"Diary II entry #76: Croucher 'Patriot'\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/03\/19\/croucher-patriot\/\" target=\"_blank\" rel=\"noopener\">Croucher &#8216;Patriot&#8217;<\/a> got a fairly-glowing <em>Diary<\/em> entry, which included potentially-helpful links to just what the hell a &#8220;Jaffa&#8221; is, if you&#8217;re oblivious. It occurs to me that <a title=\"Diary II entry #4: Yeastie Boys 'Pot Kettle Black'\" href=\"http:\/\/philcook.net\/beerdiary\/2010\/09\/08\/yeastie-boys-pot-kettle-black\/\" target=\"_blank\" rel=\"noopener\">Yeastie Boys &#8216;PKB&#8217;<\/a> was one of my recommendations, <a title=\"Beer Diary Podcast episode 1: Emerson's Pilsner and Grey Market Imports\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/03\/31\/beer-diary-podcast-s01e01\/\" target=\"_blank\" rel=\"noopener\">last time<\/a>. This &#8220;Black IPA&#8221; trend really has carried me along happily with it.<\/li>\n<li>(45.50) <a title=\"Diary II entry #61: 8 Wired 'Underwired'\" href=\"http:\/\/philcook.net\/beerdiary\/2011\/02\/12\/8-wired-underwired\/\" target=\"_blank\" rel=\"noopener\">8 Wired &#8216;Underwired&#8217;<\/a> was more enjoyable in its aftertastes (given the <em>very<\/em> light feel), but spurs conversations like this &#8212; thereby giving you something to talk about while those flavours meander. That&#8217;s a clever trick.<\/li>\n<li>(48.20) I&#8217;ll have to get a proper photo of the <a title=\"Diary II entry #32: Croucher Pale Ale\" href=\"http:\/\/philcook.net\/beerdiary\/2010\/10\/30\/croucher-pale-ale-2\/\" target=\"_blank\" rel=\"noopener\">Croucher Pale Ale<\/a> label text; that &#8220;delicious burps&#8221; line is just too perfect.<\/li>\n<li>(49.10) <strong>Midstrength News<\/strong> finally finds its name, here. Long may it continue. Kegs of &#8216;Winter Minimus&#8217; have arrived in the chiller at work; expect a report back soon&#8230;<\/li>\n<li>(49.50) &#8220;Sucking a peanut-butter-sandwich through a straw; that&#8217;s hard&#8221; is a quote from <em>Hyperman<\/em>, a game from the mid-nineties which I only ever played once, but which a friend of ours (who could do the voice) liked to quote.<\/li>\n<li>(50.15) Cue the music:\u00a0<a title=\"'SPLIT!' EP by The Coconut Monkeyrocket &amp; Martinibomb\" href=\"http:\/\/www.comfortstand.com\/catalog\/016\/index.html\" target=\"_blank\" rel=\"noopener\">&#8216;Shopping for Explosives&#8217;<\/a>, by\u00a0<a title=\"coconutmonkeyrocket.com\" href=\"http:\/\/www.coconutmonkeyrocket.com\/\" target=\"_blank\" rel=\"noopener\">The Coconut Monkeyrocket<\/a>.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Back for a second round, we have a beer which George discovered purely from its advertising. Which leads to a discussion about beer marketing in general; the history, the good and the very-very-bad indeed. We touch on a few recent controversies and try to make some sense of them from each end &#8212; George the &hellip; <a href=\"https:\/\/philcook.net\/beerdiary\/2011\/04\/16\/beer-diary-podcast-s01e02\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Beer Diary Podcast episode 2: Fat Yak and Beer Marketing<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[39],"tags":[36],"class_list":["post-2641","post","type-post","status-publish","format-standard","hentry","category-podcast-episodes","tag-brandwank"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":7467,"url":"https:\/\/philcook.net\/beerdiary\/2014\/09\/07\/beer-diary-podcast-s04e03\/","url_meta":{"origin":2641,"position":0},"title":"Beer Diary Podcast s04e03: Women &#038; Beer \u2014 part 1","author":"Phil","date":"September 7, 2014","format":false,"excerpt":"For a Very Special episode, George and I relinquish the microphone entirely to four of our friends. We'd wanted to dedicate an episode entirely to 'Women & Beer' for some time and eventually realised that we were sufficiently blessed for potential guests \u2014 and also sufficiently lacking in personal experience,\u2026","rel":"","context":"In &quot;Podcast episodes&quot;","block_context":{"text":"Podcast episodes","link":"https:\/\/philcook.net\/beerdiary\/category\/podcast-episodes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7520,"url":"https:\/\/philcook.net\/beerdiary\/2014\/09\/14\/beer-diary-podcast-s04e04\/","url_meta":{"origin":2641,"position":1},"title":"Beer Diary Podcast s04e04: Women &#038; Beer \u2014 part 2","author":"Phil","date":"September 14, 2014","format":false,"excerpt":"Following straight on \u2014 after a quick re-play of the introduction, thanks to some clever editing by George \u2014 from last weekend's episode, we're delighted to present the second half of our Very Special podcast takeover on Women & Beer, by women, drinking beer. Megan, Beth, Hayley and Steph continue\u2026","rel":"","context":"In &quot;Podcast episodes&quot;","block_context":{"text":"Podcast episodes","link":"https:\/\/philcook.net\/beerdiary\/category\/podcast-episodes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3594,"url":"https:\/\/philcook.net\/beerdiary\/2011\/06\/21\/beer-diary-podcast-s01e06\/","url_meta":{"origin":2641,"position":2},"title":"Beer Diary Podcast episode 6: Beer Awards and Festivals","author":"Phil","date":"June 21, 2011","format":false,"excerpt":"Back again for Episode VI -- and please do excuse the Rugby World Cup and other related delays in the posting -- George and I had a bit of a Beervana 2011 debrief and ponder. He wasn't able to make the festival itself, but I had a great afternoon and\u2026","rel":"","context":"In &quot;Podcast episodes&quot;","block_context":{"text":"Podcast episodes","link":"https:\/\/philcook.net\/beerdiary\/category\/podcast-episodes\/"},"img":{"alt_text":"8 Wired 'The Sultan'","src":"https:\/\/i0.wp.com\/philcook.net\/beerdiary\/wp-content\/uploads\/8-Wired-The-Sultan-150x150.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":3834,"url":"https:\/\/philcook.net\/beerdiary\/2011\/06\/27\/beer-diary-podcast-s01e09\/","url_meta":{"origin":2641,"position":3},"title":"Beer Diary Podcast episode 9: 2011 Year in Review","author":"Phil","date":"June 27, 2011","format":false,"excerpt":"Hardly rushing in to things, we here present our 2011 Year in Review, recorded mid-February and published in the first few days of March. The Oscars for 2011 releases only happened this week, after all, and we don't have their kind of budget \u2014\u00a0or Billy Crystal. Instead, we took vague\u2026","rel":"","context":"In &quot;Podcast episodes&quot;","block_context":{"text":"Podcast episodes","link":"https:\/\/philcook.net\/beerdiary\/category\/podcast-episodes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3229,"url":"https:\/\/philcook.net\/beerdiary\/2011\/06\/01\/beer-diary-podcast-s01e04\/","url_meta":{"origin":2641,"position":4},"title":"Beer Diary Podcast episode 4: Emerson&#8217;s Bookbinder and Midstrength Beer","author":"Phil","date":"June 1, 2011","format":false,"excerpt":"I was in the very-vague planning stages for a Midstrength Beer tasting (which did eventually, er, eventuate) and George and I thought that the topic itself was worthy of a longer discussion, not merely a little recurring segment -- although we'll keep that, too. Sessionable beer really is an ongoing\u2026","rel":"","context":"In &quot;Podcast episodes&quot;","block_context":{"text":"Podcast episodes","link":"https:\/\/philcook.net\/beerdiary\/category\/podcast-episodes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7226,"url":"https:\/\/philcook.net\/beerdiary\/2014\/04\/18\/beer-diary-podcast-s03e09\/","url_meta":{"origin":2641,"position":5},"title":"Beer Diary Podcast s03e09: 2013 Year in Review","author":"Phil","date":"April 18, 2014","format":false,"excerpt":"It's time again, at last, for our Year in Review: a look back at 2013, a pondering of its best beers and beer-related-things, and contemplation of what kind of 'theme' the year developed as it went. Our\u00a0traditionally unhurried approach to these things (we've recorded all these episodes in March) met\u2026","rel":"","context":"In &quot;Podcast episodes&quot;","block_context":{"text":"Podcast episodes","link":"https:\/\/philcook.net\/beerdiary\/category\/podcast-episodes\/"},"img":{"alt_text":"Tuatara Helles \/ Lager (New World Chaffers, 11 Jan 2014)","src":"https:\/\/i0.wp.com\/philcook.net\/beerdiary\/wp-content\/uploads\/Tuatara-Lager-150x150.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts\/2641","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/comments?post=2641"}],"version-history":[{"count":28,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts\/2641\/revisions"}],"predecessor-version":[{"id":2678,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts\/2641\/revisions\/2678"}],"wp:attachment":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/media?parent=2641"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/categories?post=2641"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/tags?post=2641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}