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The web site wiki.tattoojohnny.com states the following, "CRAVE is the only trade publication in the world dedicated to the business of tattoo and body piercing." I saw that the website also stated " While regular magazines try to reach the general public, we speak directly to the artists and entrepreneurs who are at the core of tattoo - the very people who shape the tattoo culture from the inside out." They also said " CRAVE is still the only 100 direct mailed publication printed on its famous oversized format. CRAVE exposes you directly to tattoo cultures most influential customers." The meta header had Crave Tattoos and Body Modification as the first optimized keyword.