PRZOOM - /newswire/ -
New York, NY, United States, 2017/01/12 - MediaOS, Hearst’s proprietary analytics-driven content distribution platform, has revolutionized Hearst digital editors’ ability to create brand-specific editorial and advertising content - Hearst.com.
The platform, which has been rolling out across Hearst divisions since 2015, provides a space where editors can seamlessly integrate trending stories from across the Hearst portfolio.
MediaOS simplifies the process of publishing content, making it easier and faster for trending stories and ads to reach readers. In a world where social media often breaks news first, speed is of the essence when it comes to digital publishing. As part of the effort to share content across all properties, Hearst Television stations (hearst.com) worked to move its sites from a legacy system to MediaOS in 2016.
“The process of migrating 27 sites to meet an end of year deadline was a herculean, but exciting, effort,” says Hearst Television Product Manager Thomas Swigert, who helped coordinate the transition. “The move incorporated developers and product minds from several Hearst teams. Hearst Television engineers worked with the Corp Tech Digital Innovation Group to build out numerous services to support their specific needs.”
These needs included the ability to rank and segment content on the site’s homepages, pulling weather and school closings data onto the new sites and adding an Associated Press ingest. The transition also involved converting Hearst Televisions native mobile apps to work seamlessly with MediaOS. Hearst’s Tech Video Platform team was also involved in guaranteeing that video functionality workflows could be transitioned from the old process into the new one.
“This past autumn, at our busiest, we were launching two to three sites per week,” Swigert adds. “That doesn’t happen without an incredible team that had an amazing focus on detail. And not to be forgotten, the local content and sales staffs were instrumental in helping us organize their new sites so we could surface content and sections most important to their consumers and sponsors.”
The move to MediaOS has greatly increased productivity for Hearst TV employees managing web properties. Back-end users have ranked the system much more highly than its predecessor, and Hearst Television newsrooms across the country have reported that more staff members are now engaged in the content-creating process because of the ease of the new system.
"MediaOS enables the sharing of content between our TV station group in a more seamless fashion than any other content management system has ever allowed us to do before," says Hearst Television Director of Digital Content Ernesto Mourelo. “The new system has made it easier for our teams to publish breaking news and inform our audiences faster than our competitors, and it's also increased the number of people on our staffs who regularly contribute content to our digital properties."
Another enhancement is the ability to share content not only amongst stations within Hearst Television, but also across divisions.
“With MediaOS, we can copy a piece of content from a local station to our national team with a single click,” Swigert says. “Then we can publish it to all of our sites within one minute. The ability to leverage a similar workflow between the Television, Magazines and Newspaper content should be exciting for all of us.”
The experience for users of these sites has been greatly improved as well. With the addition of endless scroll capabilities, users can now seamlessly access the freshest content on each station’s site. The responsive design of the sites has also improved content consumption on mobile devices, and will strengthen traffic going forward due to the increased ease of use.
“The move to MediaOS has been, by far, the most seamless consumer transition I have ever been a part of,” Swigert says. “The fact that nearly two decades of articles, videos and photo galleries that’s 5 million records were migrated and redirected helped create one of the flattest migration traffic outcomes I have seen.”