COPYRIGHT © 2007 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 1

Partnering with the Platform

“All the news…”

How syndication of University news was tamed

Set the stage

• UWire – part of CSTV – part of CBS• 275 University newspapers• Student editors manually clipping stories• A syndication repository of ‘clipped’ stories• A search process to find stories in the repository• Stories downloaded to newspapers• UWire paid for stories

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 3

The Problem

• 275 newspapers generate about 7,000 new stories every day.

• 275 newspapers have a total of about 30,000 stories on display

• Editors take time to find and cut & paste the new stories – about 24 hours

• Stories are difficult to find as not really indexed

• Download and tracking stories is less than easy

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 4

A model solution

• Cut down on ‘clip’ time• Better structure the stories• Remove human error (and drudge-y job)• Store stories in CMS• Full text search of CMS• Improve story delivery• Timely, automated updates – without

duplicates• Track. manage, administer

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 5

A solution starts to appear…

• Gather Selective harvesting via html, RSS Secondary searching to get full stories from web pages

• Normalize About 80 different publishing platforms All papers differ in layout

• Ingest Feed every hour – Atom format, Delta set, ftp delivery

• Index Full text index of every story

• Deliver

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 6

…And finally gets put to bed

• Initial loads in November 2007• Delta feeds immediately• Changed CMS in December (to Ektron)• Re-load in January• During school year 24 hourly feeds per day• Editorial control over feed for QA• Search system via CMS• Stories easily downloaded

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 7

Why it wasn’t simple

• Newspaper content Style changes with every new editorial team Volunteer journalists (character sets, “interview” style)

• Timing Publication schedules “erratic”

• “Flip-Flop” Stories Here today gone tomorrow, back on Wednesday

• Breaking Stories In html, or feed, or both

• Publication date Pubdate, or update, or postdate, or issuedate, or…

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 8

What we “did good”

• Automated story extraction• Consistent formats (ISO date/time for publication)• Enhanced data (extracted Author names)• Smooth transfer of data• System integration (Muse – Ektron)• Improved ability to find and download stories• Stories available 2 hours after publication• Captured images as well as text

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 9

And what we learned

• Choose your formats wisely Atom probably not best delivery format No particularly good format available

• Don’t underestimate your data Varied, even when it says its not

• Real, live Sources change Source variability made problem tracking difficult

• Communicate A lot!

• One step at a timeConfidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 10

And we got a little extra

• From the stories every hour we searched for those on “Basketball”

• Extracted People entities• Ranked them for exposure in the press• And got something that kept NCAA fans

happy for weeks…

Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 11

A BuzzMeter for the top names in College hoops. Coming soon: Buzzers for College Football and the greatest game of all – Election 2008

COPYRIGHT © 2007 MUSEGLOBAL, INC. ALL RIGHTS RESERVEDPAGE 12

Partnering with the Platform