Still, the core fans kept filling seats at the Staples Center which they share with two basketball teams, the far more popular Lakers and the Clippers, another underdog of the L.A. sports scene.

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But he said Tumblr was "correct" to resist filling its site with advertising since doing so could upset its core audience.

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Its core remains in the U.S., where it operates 1, 000 filling stations in Wal-Mart parking lots.

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