In today’s fast-paced digital world, managing content and maintaining organized projects is essential. Whether you’re working on a website, app, or any form of digital media, keeping everything in its right place can sometimes be tricky, especially when certain files or resources are temporarily unavailable. This is where placeholder files come into play.

A placeholder file is a temporary stand-in file used to occupy a specific place in a project, system, or website until the final file or resource is ready. These files are essential in web development, software design, project management, and many other industries where content or files need to be organized, but the actual files are not yet available.

Placeholder files serve various purposes, from ensuring that a system or website doesn’t break when a file is missing, to helping teams keep their workflow intact. They are also an effective way to avoid errors and broken links during development. For example, when designing a website, placeholders can fill in for images, videos, or other media that are not yet ready for upload.

This article will guide you through the process of creating placeholder files, explore their different types, and discuss the best practices for using them effectively. Whether you’re a developer, designer, or project manager, understanding how to create and manage placeholder files can significantly improve your workflow and project organization.

KEY TAKEAWAYS

What is a Placeholder File?

  • A placeholder file is a temporary file used during the development phase of a project to represent missing content, such as images, videos, or text. It helps maintain the structure and flow of the project until the final content is available.

Why Use Placeholder Files?

  • Placeholder files help prevent broken links or missing content during the development process, allowing teams to continue their work without disruption. They ensure a professional and functional project even when some elements are not yet ready.

Methods for Creating Placeholder Files:

  • Placeholder files can be created manually using basic text editors or tools like Placeholder.com for images. Developers can also use scripts (e.g., Python or shell scripts) to automate the creation of multiple placeholder files.

Automating the Process:

  • Automating the creation of placeholder files using scripts or third-party tools (like Placeholder.com, Lorem Picsum, or Dummy File Generator) saves time and ensures consistency across large projects.

Best Practices for Managing Placeholder Files:

  • Use clear naming conventions (e.g., image-placeholder.png, text-placeholder.txt).
  • Organize placeholder files into dedicated folders based on file type (images, documents, etc.).
  • Track and replace placeholder files promptly to ensure they are replaced with the final content before going live.
  • Use version control systems like Git and project management tools to manage and monitor placeholder files.

Common Questions About Placeholder Files:

  • Placeholder files should not be used in production environments and must be replaced with real content before launch.
  • There are various tools and automation methods to create placeholder files, which can help streamline the development process.
  • Regular checks and reminders are essential to ensure that all placeholder files are replaced before project completion.

What Is a Placeholder File?

A placeholder file is a temporary file used as a substitute for a real or expected file that is not yet available. These files are typically used during development, design, or project management to maintain structure and avoid errors while waiting for the actual content to be completed or added. Placeholder files can take various forms, from simple text files to images, audio files, or even complex documents.

In essence, a placeholder file acts as a stand-in to “fill the gap” in a specific location. For example, a developer might use a placeholder image where an actual logo or graphic is meant to appear, or a project manager might use a placeholder document to represent a file that is yet to be finalized.

Here are some key characteristics of placeholder files:

  • Temporary: Placeholder files are not intended to be permanent. Once the final content is available, the placeholder is replaced with the actual file.
  • Neutral or Generic: Placeholder files often have generic content, such as a simple message, a default image, or a placeholder name, to avoid disrupting the workflow.
  • Functional: The primary function of a placeholder is to prevent errors or disruptions in the project, especially in cases where specific files are still being created or obtained.

Different Uses for Placeholder Files

Placeholder files are used across many industries and disciplines. Here are a few examples:

  1. Web Development:
    • When building a website, developers often use placeholder images, videos, or files to maintain the website’s layout while the actual content is still being developed. This ensures that links and elements do not break during the build phase.
  2. Software Development:
    • In software projects, placeholder files (such as dummy data or temporary code files) can be used to test functionality before integrating the final data or resources.
  3. Design Projects:
    • Designers frequently use placeholder images or text in mockups or prototypes, allowing them to create and showcase layouts without needing the final files immediately.
  4. Project Management:
    • In project management, placeholder files can be used to represent missing documents, reports, or presentations, helping keep the project on track while the actual materials are being prepared.

Benefits of Using Placeholder Files

Placeholder files offer several benefits for individuals and teams working on projects:

  • Maintain Workflow: They ensure that work can continue even when certain files or resources are missing, preventing delays and bottlenecks.
  • Avoid Errors and Broken Links: Placeholder files help avoid issues like broken links or missing media on websites or apps by temporarily filling in for the unavailable content.
  • Organize Projects Efficiently: Placeholder files allow teams to maintain an organized structure, keeping everything in place and preventing confusion about missing resources.
  • Improved Collaboration: Placeholder files can act as markers or reminders for team members to replace them with actual files later, enhancing collaboration and project transparency.

By understanding and utilizing placeholder files, you can ensure that your projects remain functional, organized, and error-free, even when some components are still under development.

Why and When Should You Use a Placeholder File?

Placeholder files are more than just temporary solutions; they serve critical roles in many types of projects. Understanding when and why you should use a placeholder file can greatly improve your workflow, keep your projects organized, and prevent unnecessary errors or confusion. Below, we’ll explore common scenarios where placeholder files are useful and explain the reasons behind their use.

Situations Where Placeholders Are Beneficial

  1. Incomplete or Missing Content:
    • One of the most common reasons for using placeholder files is when content is missing or incomplete. For instance, if you’re building a website and the final images or videos aren’t ready, you can insert a placeholder image or video in their place. This allows the website to remain functional without disrupting the overall design or layout.
    • Example: A placeholder image like “image-placeholder.png” can be used to reserve space for a banner image that will later be replaced with the actual file.
  2. Preventing Broken Links and Errors:
    • Broken links or missing files can be frustrating, especially when they occur in live projects. Placeholder files prevent these issues by temporarily occupying the space where the missing content should be. This ensures that the structure of your project remains intact while you work on filling in the final resources.
    • Example: If an image or audio file is still being developed, a placeholder file can fill the role to avoid the “404 Not Found” or other errors on the website or application.
  3. Design and Prototyping:
    • During the design process, placeholders are often used in mockups or prototypes. Designers may not have all the final assets at the start of a project but need to showcase how the layout will look once all the content is in place. Placeholders allow them to create a more accurate prototype or visual mockup while the actual content is being created.
    • Example: Using a simple “Lorem Ipsum” text placeholder instead of final content allows designers to focus on layout, typography, and structure.
  4. Collaborative Projects:
    • Placeholder files also help in collaborative environments, especially when team members are working on different parts of a project. If one person is responsible for creating a document, video, or image, but the content is not yet available, placeholder files can be used to ensure that everyone involved in the project can continue working without disruption.
    • Example: A project manager might use a placeholder PDF file with a label like “Draft Report Coming Soon” to keep track of missing files.

How Placeholders Help Maintain a Smooth Workflow

  • Time Efficiency: When certain resources or files are unavailable, placeholder files allow you to continue with other tasks without waiting for those specific files to be completed. This helps prevent delays in the overall project timeline.
  • Prevent Project Delays: Placeholder files can be a temporary solution that helps avoid project bottlenecks, enabling teams to meet deadlines and move forward without interruptions.
  • Clear Communication: In many cases, placeholder files serve as clear markers for what content needs to be replaced or updated. This makes it easier for project teams to understand what is still pending and where they need to focus their efforts.

Common Uses of Placeholders

Here are some examples of real-world applications of placeholder files:

  • Websites & Blogs: Placeholder images, text, and videos can be used to ensure the structure of a website is intact while waiting for the final assets.
  • Software Applications: Developers use dummy files and placeholder text to test software features before integrating the real data or resources.
  • Mobile App Development: During the app design phase, developers use placeholder files for elements like icons, buttons, and other visuals that are not yet designed.
  • Document Management Systems: Placeholder documents or spreadsheets can be used to represent files that are in progress or pending approval.

When to Replace Placeholder Files

While placeholders are incredibly useful during the development process, they should eventually be replaced with the actual content once it is available. Failing to do so can lead to incomplete or misleading projects, especially if the placeholders are visible in the final version of a website, app, or product.

Methods of Creating a Placeholder File

Creating placeholder files is a simple and effective process. Depending on the type of content you’re working with, there are various methods you can use to create placeholders, from basic text files to more complex media files. Below, we’ll explore several popular methods for creating placeholder files and provide step-by-step instructions for each.

Method 1: Using Text Files as Placeholders

One of the simplest ways to create a placeholder file is by using a text file. This method is ideal for scenarios where you need a quick, no-fuss placeholder to indicate that a specific file or resource is still pending.

Steps to Create a Text-Based Placeholder File:

  1. Open a Text Editor:
    • Use a basic text editor like Notepad (Windows), TextEdit (Mac), or any code editor (e.g., VSCode, Sublime Text).
  2. Write a Simple Placeholder Message:
    • In the text editor, you can type a simple message like “This is a placeholder file” or “Content coming soon.” Alternatively, for clearer labeling, you can add more details like “This file will be replaced with [actual file name] by [date].”
  3. Save the File:
    • Save the file with a relevant name, such as placeholder.txt or coming-soon.txt.
  4. Place the File in the Correct Folder:
    • Ensure that the placeholder text file is placed in the same directory or folder as the original missing file, so it’s clear to others that it’s a temporary stand-in.

Example:

plaintextCopy codeThis is a placeholder file.
Content will be replaced once the final image is available.

Using a text file as a placeholder is great for files that are temporary or for content that doesn’t require visual representation.

Method 2: Using Image Files as Placeholders

When working with websites or apps that include images, it’s common to use a placeholder image. Placeholder images are simple, generic images that can be used until the actual image is ready. There are several online tools that make generating placeholder images easy.

Steps to Create an Image-Based Placeholder File:

  1. Use Online Tools:
    • Websites like placeholder.com, Lorem Picsum, and Unsplash Source offer free, customizable placeholder images. You can specify the image size and, in some cases, even the image category (e.g., nature, tech, people).
  2. Generate the Image:
    • Go to one of the placeholder image websites, specify the dimensions (e.g., 600×400 pixels), and download the image.
  3. Save and Name the Image:
    • Save the image file with a descriptive name like image-placeholder.png or logo-placeholder.jpg.
  4. Use in Your Project:
    • Replace the missing image in your project with the newly downloaded placeholder image, ensuring that the layout is not disrupted.

Example Placeholder Image URL:

plaintextCopy codehttps://via.placeholder.com/600x400.png?text=Image+Coming+Soon

Method 3: Using Dummy Files for Software and Web Development

In software and web development, developers often use dummy files (empty or generic files) as placeholders to represent data that is not yet available. These files can be text-based, JSON files, or even empty media files that mimic the structure of the final file.

Steps to Create a Dummy File:

  1. Create a New File:
    • You can create an empty file in any text editor or file creation tool. If you need a specific file format (e.g., JSON, CSV), ensure the file is saved with the correct extension (e.g., data-placeholder.json).
  2. Add Dummy Content (Optional):
    • In some cases, you might want to add placeholder data to the file. For example, a dummy JSON file might look like this:
    jsonCopy code{ "name": "Placeholder", "status": "Data coming soon" }
  3. Save and Name the File:
    • Name your dummy file appropriately, such as dummy-placeholder.txt or data-placeholder.json.
  4. Place the File in the Correct Directory:
    • Place the dummy file in the correct location in your project, so that other developers or team members can continue their work without disruption.

Method 4: Creating a Placeholder File with Specific File Types

Placeholder files aren’t limited to just text or images. Depending on the type of content you’re dealing with, you may need placeholders for audio, video, or document files. Creating placeholder files for these types is similar to the methods above, with the addition of using appropriate tools or software for specific formats.

Steps for Creating Placeholders for Media Files:

  1. Audio Placeholders:
    • For audio files, you can create a very short audio clip (e.g., silence or a generic sound) using tools like Audacity. Save the file with a name like audio-placeholder.mp3.
  2. Video Placeholders:
    • Video placeholders can be created by rendering a blank video file or using online tools to generate a generic video placeholder. Websites like Pexels and Pixabay offer free videos that can serve as placeholders.
  3. Document Placeholders:
    • Use a word processor (e.g., Microsoft Word or Google Docs) to create a placeholder document with a message like “This document will be replaced soon.” Save the file as document-placeholder.docx.

Example:

  • A short 5-second silent MP3 file named audio-placeholder.mp3.
  • A blank video file with a message like “Coming Soon” in the middle of the screen, saved as video-placeholder.mp4.

How to Automate the Process of Creating Placeholder Files?

When working on large projects with numerous placeholder files, creating them manually can be time-consuming and repetitive. Fortunately, there are ways to automate the process of creating placeholder files using scripts and tools. Automating this process can save time, ensure consistency, and increase productivity—especially in projects with hundreds or thousands of missing files.

In this section, we will explore how you can automate the creation of placeholder files using simple scripts and third-party tools.

1. Automating Placeholder File Creation with Shell Scripts

For developers and technical users, shell scripts can be a powerful way to automate the creation of placeholder files. A shell script is a file that contains a series of commands that the system can execute. By using shell scripting, you can easily generate multiple placeholder files with specific names, types, and sizes.

Example: Shell Script for Creating Placeholder Files

Suppose you need to create multiple placeholder files for images. You can use a shell script to automatically generate a series of placeholder image files in different sizes.

Here’s a basic example of a shell script to create multiple placeholder files:

bashCopy code#!/bin/bash

# Directory where the placeholder images will be saved
mkdir -p placeholders

# Create placeholder files (e.g., 600x400, 800x600, 1200x800)
for size in 600x400 800x600 1200x800
do
    curl "https://via.placeholder.com/$size.png?text=Placeholder" -o "placeholders/image-$size.png"
done

echo "Placeholder images created successfully!"

This script uses curl to download placeholder images from the Placeholder.com website, saving them with specific dimensions. You can modify this script to create other types of placeholder files, such as text or dummy files.

How It Works:

  • The script creates a new directory called “placeholders.”
  • It then loops through the desired image sizes (600×400, 800×600, 1200×800) and uses curl to download the corresponding placeholder image.
  • The images are saved in the “placeholders” directory with the filenames image-600x400.png, image-800x600.png, etc.

This is a basic automation script, and you can modify it to suit your needs for different types of files and formats.

2. Automating Placeholder File Creation with Python

Python is another excellent tool for automating tasks, including generating placeholder files. By using libraries like os and requests, you can create and save placeholder files with specific content, file types, and sizes.

Example: Python Script to Create Placeholder Files

Here’s a simple Python script that automates the creation of placeholder text files:

pythonCopy codeimport os

# Directory where the placeholder files will be saved
directory = "placeholders"
os.makedirs(directory, exist_ok=True)

# List of placeholder filenames
placeholders = ['text-placeholder.txt', 'image-placeholder.png', 'audio-placeholder.mp3']

# Content for text placeholders
text_content = "This is a placeholder file. Content will be added later."

# Loop through each placeholder and create the corresponding file
for file in placeholders:
    file_path = os.path.join(directory, file)
    
    if file.endswith('.txt'):
        with open(file_path, 'w') as f:
            f.write(text_content)
    else:
        # For non-text files, just create empty files as placeholders
        with open(file_path, 'wb') as f:
            f.write(b'')

print("Placeholder files created successfully!")

How It Works:

  • The script first creates a “placeholders” directory.
  • It then loops through a list of predefined filenames (text-placeholder.txt, image-placeholder.png, audio-placeholder.mp3).
  • For text files, the script writes a message (“This is a placeholder file…”) inside the file.
  • For non-text files (e.g., PNG, MP3), the script creates empty files, which can later be replaced with the actual content.

You can modify the Python script to create placeholders for other file types, sizes, or formats based on your project’s needs.

3. Using Third-Party Tools and Services

If you prefer a no-code solution, there are several online tools and services that allow you to quickly generate placeholder files for various types of content. Some popular services include:

  • Placeholder.com: Easily generate placeholder images by specifying the size and optional text.
  • Lorem Picsum: Provides random placeholder images that can be used in projects. You can specify the image size and category.
  • Placehold.it: Another tool for generating placeholder images with customizable dimensions and text.
  • Dummy File Generator: A web tool for creating dummy text, CSV, PDF, and other file types as placeholders.

These tools can save you time if you don’t want to manually create placeholder files or write scripts.


4. Scheduling Placeholder File Creation

For larger projects with recurring needs for placeholder files, you might want to schedule a script to run automatically at specific intervals. Both shell scripts and Python scripts can be scheduled using cron jobs (Linux/macOS) or Task Scheduler (Windows).

This approach ensures that placeholder files are automatically generated as needed, without any manual intervention, keeping your workflow efficient and organized.

Best Practices for Managing and Organizing Placeholder Files

While placeholder files are incredibly useful, managing them efficiently within a project is just as important. Without proper organization, placeholder files can quickly become a source of confusion or errors. Here are some best practices to help you keep your placeholder files organized and easy to manage throughout your project.

1. Use Clear Naming Conventions

One of the most important aspects of managing placeholder files is using clear and consistent naming conventions. The file names should indicate that they are placeholders and provide enough context to prevent confusion.

Best Practices for Naming Placeholder Files:

  • Include “Placeholder” in the Name: Always include the word “placeholder” in the filename to distinguish these temporary files from actual content.
    • Example: image-placeholder.png, audio-placeholder.mp3, document-placeholder.txt
  • Add Dimensions for Images: If you’re using image placeholders, include the image dimensions in the filename to specify the size.
    • Example: banner-placeholder-1200x800.jpg
  • Label Based on Purpose: For complex projects with different types of content, specify the file type or category in the name to avoid confusion.
    • Example: text-placeholder-loremipsum.txt, video-placeholder-comingsoon.mp4

2. Use a Dedicated Folder for Placeholders

To keep your project well-organized, create a separate folder or directory specifically for placeholder files. This will help you quickly identify placeholder files, differentiate them from final content, and avoid mistakenly publishing them.

Folder Structure Example:

bashCopy code/project
    /assets
        /images
            /placeholders
                image-placeholder.png
                banner-placeholder-1200x800.jpg
        /audio
            /placeholders
                audio-placeholder.mp3
        /documents
            /placeholders
                document-placeholder.txt

By organizing placeholder files into their respective directories and subfolders, you reduce the risk of cluttering the main project directories and make it easier to track which files need to be replaced.

3. Keep Track of Placeholder Files in a Project Management Tool

When working on larger projects or teams, it can be helpful to track the status of placeholder files. Using a project management tool like Trello, Asana, or Jira can help you keep track of which files are placeholders and which ones need to be replaced.

Tips for Managing Placeholders in Project Management Tools:

  • Create a “Placeholders” Label or Tag: Assign a label or tag to all tasks or files that are placeholders. This way, you can easily filter and find them later.
  • Add Deadlines or Notes: Include deadlines for replacing placeholder files with the actual content, or add notes to specify what the final files should look like or where they are located.
  • Collaborate and Communicate: If multiple team members are responsible for different files or assets, keep track of who is handling the replacement of placeholder files. You can add comments or reminders to ensure the final assets are uploaded on time.

4. Replace Placeholders Promptly

While placeholder files are helpful for maintaining workflow, they should never be left in place for too long. It’s important to set clear deadlines for replacing placeholders with the final content.

Tips for Replacing Placeholders:

  • Set Reminders: Set up reminders in your project management tool or calendar to replace placeholder files as soon as the final content is available. This will help you avoid missing deadlines or forgetting to update files.
  • Check for Placeholder Errors: Regularly check your project to ensure that placeholder files are not accidentally left in the final version. Broken links, missing media, and outdated content can result from placeholders being overlooked.
  • Coordinate with Team Members: Ensure that all team members involved in the project are aware of when the placeholders need to be replaced. Clear communication is key to maintaining an organized project.

5. Document Your Placeholder File Process

If you’re working on a team or multiple projects, it’s helpful to document the process for creating, naming, and replacing placeholder files. This ensures consistency and helps new team members understand how to manage placeholder files in your workflow.

Include the Following in Your Documentation:

  • File Naming Conventions: Specify the exact naming conventions for all types of placeholder files (e.g., images, text, videos).
  • Folder Structure: Provide a diagram or description of how placeholder files should be organized within the project’s directories.
  • Process for Replacing Placeholders: Outline the steps for replacing placeholder files with actual content and who is responsible for each task.
  • Best Practices and Guidelines: Include any best practices, tips, or guidelines for managing placeholder files effectively.

6. Version Control and Backups

If you’re working on a large-scale project with many placeholder files, version control and backups become crucial. You can use version control systems like Git to track changes to placeholder files and ensure that the latest version of the file is always accessible.

Benefits of Version Control for Placeholder Files:

  • Track Changes: Git allows you to track changes made to placeholder files and roll back to previous versions if necessary.
  • Collaboration: Version control enables multiple team members to collaborate on replacing placeholder files, ensuring that everyone is working with the most up-to-date resources.
  • Backup and Recovery: Version control helps ensure that placeholder files are backed up regularly and can be recovered if needed.

Frequently Asked Questions (FAQs) About Placeholder Files

As you begin working with placeholder files, you might have some common questions. Below are answers to frequently asked questions to help clarify any doubts you may have about using, creating, and managing placeholder files.

1. What is a placeholder file?

A placeholder file is a temporary file used in a project to occupy space until the actual content is available. These files serve as stand-ins for missing content such as images, videos, documents, or audio files, helping to maintain the structure and functionality of a project while the real assets are being developed or finalized.

2. Why should I use placeholder files?

Placeholder files are useful for preventing broken links or missing content, keeping projects on track, and allowing teams to continue working even when certain files are not yet available. They help maintain a professional appearance in the early stages of a project, ensuring that designs and layouts remain intact.

3. Can placeholder files be used in all types of projects?

Yes, placeholder files can be used in various types of projects, including websites, software development, mobile apps, graphic design, and document management systems. They are particularly helpful in collaborative environments where different teams are working on different aspects of a project and need to fill in gaps temporarily.

4. How can I replace a placeholder file with the final content?

Once the actual content is ready, simply replace the placeholder file with the final file. Ensure that the new file has the correct name, format, and dimensions (if applicable) to maintain the integrity of the project. It’s also important to double-check that the new file is working properly and is not broken before finalizing the replacement.

5. Are there any tools or services to create placeholder files?

Yes, there are several online tools and services that can help you create placeholder files easily:

  • Placeholder.com – For generating placeholder images with customizable sizes and text.
  • Lorem Picsum – For generating random placeholder images.
  • Placehold.it – Another service for creating placeholder images with adjustable dimensions.
  • Dummy File Generator – A tool that lets you create placeholder files for text, CSV, PDF, and other file formats.

Additionally, you can use scripting languages like Python or shell scripts to automate the creation of placeholder files.

6. How do I automate the creation of placeholder files?

You can automate the creation of placeholder files using scripting languages like Python or Shell Scripts. For example, Python’s os module can be used to create empty files or files with placeholder content. Similarly, Shell scripts can download placeholder files from online sources and organize them into specific directories automatically. This method can save a lot of time, especially in large-scale projects with multiple placeholders.

7. What are some best practices for organizing placeholder files?

To manage placeholder files effectively:

  • Use clear naming conventions, including “placeholder” in the file name.
  • Organize files into dedicated folders by type (e.g., images, audio, documents).
  • Track placeholder files with project management tools to ensure they are replaced on time.
  • Set reminders to replace placeholder files with final content before the project goes live.
  • Document the process for creating, naming, and managing placeholders for consistency.

8. Can I use placeholder files in a production environment?

While placeholder files are helpful during development or design stages, they should not be used in a production environment. Placeholder files should always be replaced with actual content before the project is finalized or launched to avoid broken links, errors, or misleading information. Make sure all placeholders are replaced with the final assets before releasing the product or website.

9. How do I know if I’ve forgotten to replace a placeholder file?

To avoid leaving placeholder files in your final project:

  • Set up a checklist or use a project management tool to track the status of placeholders.
  • Use version control systems like Git to track changes and ensure placeholders are replaced with actual content.
  • Regularly review your project to verify that all placeholders have been replaced, especially before going live.
  • Use a quality assurance (QA) process to check that all files are updated and working properly before launching.

10. Can placeholder files be used for both content and design elements?

Yes, placeholder files can be used for both content (e.g., text, images, videos) and design elements (e.g., layout, interface elements). For example, placeholder images can be used to represent where final images will go, and placeholder text like “Lorem Ipsum” can be used in place of the actual content in website or app designs.


Conclusion

Placeholder files are an essential tool for maintaining workflow and organization during the development of websites, software, mobile apps, and various other projects. Whether you’re using placeholder text, images, audio, or video files, they provide a temporary solution to ensure your project remains functional and well-structured while you work on finalizing the real content.

By following best practices for creating, organizing, and replacing placeholder files, you can keep your projects on track and avoid common pitfalls like broken links or missing assets. With the help of automation and third-party tools, you can streamline the process of creating placeholder files, saving time and effort throughout your project.

If you have any more questions or need additional assistance, feel free to refer to the FAQs section or dive deeper into any of the methods discussed in this article.

This page was last edited on 23 January 2025, at 2:54 pm