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The web page states the following, "This blog documents the journey of Alexander Cooper and Rose Gridneff as they prepare to deliver a paper at the Case for Letterpress session at the College Art Association Annual Conference, February 2010." We saw that the web site said " Each college presenting are contributing staff and student work for a touring exhibition to give an overview of the different roles letterpress plays in design education." It also said " Participating students from the BA in Graphic Media Design at London College of Communication are. Posted on February 13, 2010." The header had Chicago as the highest ranking optimized keyword. This keyword is followed by Signage, weather, and Book Arts which isn't as urgent as Chicago. The other words chicago2010.tumblr.com uses is self-publishing.