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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 RESERVED PAGE 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 RESERVED PAGE 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 RESERVED PAGE 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 RESERVED PAGE 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 RESERVED PAGE 7

Why it wasnt 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 RESERVED PAGE 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 RESERVED PAGE 9

And what we learned Choose your formats wisely Atom probably not best delivery format No particularly good format available Dont 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 time Confidential. Copyright © 2008 MUSEGLOBAL, INC. ALL RIGHTS RESERVED PAGE 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 RESERVED PAGE 11 A BuzzMeter for the top names in College hoops. Coming soon: Buzzers for College Football and the greatest game of all – Election 2008

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