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www: 'A' record or CNAME?

Solution

Definitely CNAME.

It fits the scheme of what you are doing in that example.com *must* be an A record, and www.example.com is the same host, and therefore is properly, an alias to example.com. One of them should be a CNAME, and since example.com cannot be a CNAME, then ...

And, dns aside, this scheme helps to avoid the site content from being classified as duplicate content at two different hosts.

certain well known search engine have started to alleviate it's problems with misapplied duplicate content penalties, but be safe. 

Some publishers went so far as to not respond to http at one or the other. Some still do to this day. Nothing more annoying than typing in example.com and not getting a response until it is changed to www.example.com.

 
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