# CSA Content Standards—Master Reference Document
**Version:** 1.9.18
**Last Updated:** 2026-06-02
**Repository:** `csa-content-standards` on GitHub
**Status:** Active
> This document is the authoritative reference for the Content Scaling Agent. It is divided into eleven independently parseable sections. Each section is delimited by a level-1 heading and a machine-readable section ID. When ingesting this document, parse each section independently. Rules in **General Guidelines** apply universally across all article formats and distributions unless a format-specific section explicitly overrides them.
---
# 1. General Guidelines
> **Scope:** Universal—applies to all article formats, all platforms, all distributions unless explicitly overridden in a format-specific section.
> **Agent Routing:** Rules in §1 are not sent to a single prompt—they are distributed across separate specialized inputs and human-only workflows. Each subsection below is prefixed with ``: `general-style` (voice, tone, explicit language, anchor text), `headline` (H1 guidance, abstracted from SEO), `seo` (SEO title, focus keyphrase, meta description, promo title), `human-only` (§1.5 and below, plus tag page linking in §1.4). See the full [General Guidelines page]({{ "/docs/brand-guidelines" | relative_url }}) for the complete routing table.
## 1.1 Voice & Tone
- **Tone:** Conversational, confident, specific, human-first—never stiff or institutional
- Write for someone who did not go looking for this content but is glad they found it
- Lead with the most surprising, specific, or emotionally resonant element
- No throat-clearing openers ("In today's world…", "Have you ever wondered…")
- No jargon without explanation
- Credible but human—never institutional
## 1.2 Headline Best Practices
### General Rules
- Headlines and SEO titles are the most important elements on an article page
- **Front-load keywords—the first 8 words carry the most weight** (applies to H1s and SEO titles)
- Must contain the focus keyphrase
- Must contain a verb unless the article is a roundup or relationship timeline
- Use active voice; keep verb as close to subject as possible
- Must be clear and concise—do not assume the reader knows the topic
- Must make sense on its own, out of context—a headline too short or lacking context costs both clicks and discoverability
- Must be supported by the article body—never misleading or clickbait
- Must be unique—do not duplicate headlines across stories
- Must avoid exaggerating or being shocking in nature
### Character Counts
- **Headline (H1):** 80–100 characters
- **SEO Title:** 50–70 characters
- **Promo/Homepage Title:** 70–75 characters
- **Meta Description:** 100–155 characters
- **SEO Keywords (Meta Keywords):** 1–5 keywords
### Focus Keyphrase
- The focus keyphrase is the simplest expression of what the article is about
- Format: `[Person/Topic] [Does/Is] [Thing]`
- Must appear in: H1, SEO title, subtitle/dek (CMS field), and meta description
- Build the headline out from the focus keyphrase—not the other way around
### SEO Title Rules
- 50–70 characters
- Is a concise version of the H1—not a string of keywords
- Must follow the same focus keyphrase as the H1—the H1 develops the keyphrase with more detail; the SEO title is the focused version. They don't have to be identical, but must say the same thing
- `(Exclusive)` or `(Excl)` is optional—include it if it fits within the character limit; if not, use "exclusively" or "exclusive" in the meta description instead
- Do not include site branding (e.g., `| Us Weekly`) in the character count
### Promo/Homepage Title Rules
- 70–75 characters maximum
- Must say the same thing as the H1 and SEO title—same keywords, same news
- Must contain the focus keyphrase
### Exclusive Guidelines (summary)
`(Exclusive)` or `(Excl)` is optional in the SEO title—include it if it fits within the character limit; if not, use "exclusively" or "exclusive" in the meta description. Applicable when: first to break the news; direct interview with the subject; content obtained exclusively (sneak peeks, behind-the-scenes, publicist-provided breaking news). See General Guidelines §1.2 for full criteria.
### Modifier Guidelines (summary)
- **Celebrity children:** unknown child → `[Parent]'s [Son/Daughter] [Child Name]…`; two famous parents → `[Parent A] and [Parent B]'s [Son/Daughter] [Child Name]…`; child independently known → use name directly
- **Reboots and sequels:** use the show/film title as the modifier keyword—`Kim Fields Dishes on Living Single Reboot`, not `Living Single's Kim Fields Dishes on Reboot`
- **Reality stars / new subjects:** lead with show name or identifier—`Love Island USA's Rob Rausch…`; exception: if the article is about the show, drop the modifier
- **Obituaries:** name first, modifier after—`Richard Simmons Dead: The Fitness Star Was [Age]`, not `Fitness Guru Richard Simmons Dead`
- See General Guidelines §1.2 for full guidance and examples
### Meta Description Rules
- 100–155 characters
- Must contain the focus keyphrase and relevant proper nouns
- Must not repeat the H1 or SEO title verbatim
- Functions as a dek—entices clicks, does not merely summarize
### SEO Keywords (Meta Keywords) Rules
- 1–5 keywords; single words are acceptable
- All lowercase, comma-separated
- Reflect the story's primary focus
- Include location names for stories with local interest
- Example: `travel, supplements, travis kelce, dca plane crash, washington plane crash`
### Subheading (H2) Keyword Rules
- Primary keyword must appear in at least one H2—enforcement that stops at H1/SEO title/meta/intro doesn't structurally reinforce the topic through the article body
- Secondary keywords should appear in other H2s when they fit naturally—don't force; an H2 that reads as keyword stuffing signals lower quality than a missed keyword
### When to Update Headlines & SEO Titles
Three scenarios warrant a headline or SEO title update:
1. **New information changes the story**—update to match the article's current state (e.g., "under investigation" → "arrested")
2. **Article underperforms in search**—check Google Trends; if a more common search term exists, add it
3. **SEO title doesn't match active search queries**—especially for follow-up stories: align the SEO title to the query readers are already using, not just the new development. People search for what they know, not for the correction.
> Optimize before publishing. Re-indexing after the fact can take hours. See General Guidelines §1.2 for worked examples of all three scenarios.
## 1.3 Explicit Language Policy
Adult-themed content or gratuitous profanity in headlines, URLs, or metadata suppresses articles from Google News, Google Discover, and syndication partner feeds (including Apple News). Continuous violations may result in manual actions against the site.
Two categories trigger suppression:
- **Adult-themed content:** nudity, sex acts, sexually suggestive activities, or sexually explicit material
- **Vulgar language and profanity:** gratuitous obscenities intended to shock or sensationalize—not all profanity, but profanity with no purpose beyond shock value
> See General Guidelines §1.3 for a full table of violating headline examples and better alternatives, plus "cheeky headlines that work."
### Prohibited in Headlines, SEO Titles, URLs, og:titles, Promo Titles, and Meta Descriptions
- "NSFW" in any form
- "Sex" used to describe sex acts, confessions, or sexually suggestive activities
- Words or phrases suggesting sexual acts or fetishes
- Swear words used for shock value (unless approved by an editor)
### Acceptable Substitutes for NSFW/Suggestive Language
risqué, off-color, cheeky, racy, immodest, lewd, provocative, suggestive, naughty, bawdy
If no substitute fits, change the focus of the headline.
### Swear Words in Body Copy
- Avoid in headlines, SEO titles, meta descriptions, promo titles, and URLs unless editor-approved
- If approved: edit the URL to remove the swear word
- `Badass` and `Bitch` are spelled out
- Other curse words and slurs: use hyphens, no last letter—e.g., `s---`, `a------`
- Words ending in `-ing`: first letter + hyphens + `ing`—e.g., `f---ing`
### Quoted Content Containing Profanity or Adult Themes
Write descriptions that allude to what was said without reproducing the language. Link to the original source article.
### Galleries—More Restrictive
- Restricted language must be avoided in all gallery body copy, headlines, SEO titles, promo titles, URLs, and meta descriptions at all times—no exceptions
## 1.4 Internal Linking Rules
- **Count:** 3–5 contextual internal links per article
- Internal links ≠ Related Links (Related Links break up inline copy—do not conflate)
### What to Link To
- Tag pages relevant to the article's focus (people, shows, movies, topics)
- Source articles or social media posts referenced in the article
- Previously published site articles about events mentioned in the article
- Do **not** link to people or topics merely mentioned in passing
### Anchor Text Rules
- Use descriptive anchor text—the reader must understand where the link leads
- **Do:** Link full names, show/movie titles, platform names, multi-word descriptive phrases
- **Don't:** Link single generic words (exception: a single word that is itself a proper name—e.g., *Vogue*, *Instagram*, *P!nk*)
- **Don't:** Link entire or half sentences
- **Don't:** Use "click here" or "read more"
- **Don't:** Link to retailers (Walmart, Amazon, etc.) unless this is a designated affiliate article—unlabeled affiliate links will trigger Google penalties
## 1.5 Byline & Credit Rules
- **Always use a named individual byline**—never a staff or team byline
- Generic bylines (e.g., "Us Weekly Staff") undermine site transparency and may cause Google News to reject the article
- **For AI-assisted content:** The byline goes to the creator who built and first-edited the draft. The peer reviewer does not receive a byline credit.
- **For freelance submissions:** Use "Special to McClatchy Media" in the CUE credit line
- **Role language:** Refer to content producers as "content creators"—do not use "journalists" or "writers" unless the person is on the news team
### Byline Rules for Updated Articles
| Scenario | Action |
|---|---|
| Simple update, no dateline change needed | Do not change the byline |
| New information added, dateline change warranted | Keep original author, add new author, update dateline |
| Article is 1+ year old, original author no longer on staff | Keep original author, add new author, update dateline |
| Many contributors | List all contributors |
## 1.6 AI Disclosure
- Required on CUE sites only
- Exact required text: *"This article was created by content specialists using various tools, including AI."*
- Place at the top of the article
- Also check the "Created With AI" checkbox in the General section of CUE
- Not required for content published outside CUE
- This requirement may be phased out in future—check for updates
## 1.7 Google Helpful Content Standard
Every piece of content must be able to answer **yes** to all of the following before publishing:
- Does the content provide original information, reporting, research, or analysis?
- Does it provide a substantial, complete, or comprehensive description of the topic?
- Does it provide insightful analysis or interesting information beyond the obvious?
- If it draws on other sources, does it avoid simply copying or rewriting them—and instead provide substantial additional value and originality?
- Does the main heading provide a descriptive, helpful summary of the content?
- Does the main heading avoid exaggerating or being shocking in nature?
- Is this the sort of page you'd want to bookmark, share, or recommend?
- Would you expect to see this content in a printed magazine, encyclopedia, or book?
- Does the content provide substantial value compared to other pages on the same topic?
- Is the content free of spelling and stylistic issues?
- Does the content appear well-produced rather than sloppy or hastily assembled?
- Is it clear that individual care and attention went into this page—not mass production?
**A "no" on any of these is a reason to revise before publishing.**
## 1.8 Universal Compliance Rules
- **No AI-generated content goes directly to CMS**—every draft must be edited by the creator and peer-reviewed before publishing
- **No content is published without human review and approval**
- **All facts must be verified**—links must point to reputable sources only
- **Variants must be meaningfully differentiated in structure and prose** from the original and from each other
- **No key takeaways at the top of articles**
- **No piece of content is to be published before it has been reviewed and approved by a human**
## 1.9 Breaking News & Follow-Up Content
Breaking news traffic doesn't end with the initial report. Follow-up articles extend the lifecycle of a story and generate continued traffic from search, Discover, social, and newsletter.
**Always write original content—never syndicate for search traffic.** Syndicating another outlet's piece produces no search traffic for the site.
**Triage framework:**
1. Is this newsworthy? If no → skip.
2. Do we want search traffic? If yes → write original. Do not syndicate.
3. Does the site normally cover this subject? If yes → evaluate follow-up opportunities (see §7). If no → return to the normal news cycle.
Not every story warrants every possible follow-up angle—match volume of coverage to the subject's relevance to the site's normal beat.
---
# 2. Headlines
> **Scope:** Outlet-specific headline standards—character counts, casing rules, formula variations, and CMS-specific requirements. Universal headline rules are defined in General Guidelines §1.2.
> See the full [Headlines page]({{ "/docs/headlines" | relative_url }}) for outlet-specific standards organized by outlet.
---
# 3. Article Formats
> **Scope:** Format-specific rules. Each subsection defines the structure, metadata, and content requirements for a specific article type and platform combination. Rules here override General Guidelines only where explicitly stated.
---
## 3.1 Google Discover Explainer (retired)
Platform: Google Discover | Type: Explainer
> **Status: Retired (2026-05-28).** No longer in active production. Existing articles created under this spec remain valid; new content must use an active format. For forward-looking explainer needs, see §3.12 [What to Know Next]({{ "/docs/what-to-know-next" | relative_url }}). The spec below is preserved for historical reference and for the conflict register's format-specific overrides catalog.
### Purpose
A Discover Explainer introduces readers to the **why** of a topic. Its primary purpose is to explain why the topic matters right now—not merely to define it. It provides clarity on complex topics, answers user questions, and ranks for informational search queries. It must earn attention from someone who was not actively looking for it.
### Headline (H1)
**(REQUIRED)**
**Primary formula:** `What Is [Topic]? Everything You Need to Know`
**Alternate formula:** `Who Is [Person]? Everything You Need to Know`
**Question format also permitted:** e.g., `Who Is [Person]? What to Know About the [Descriptor]`
- Character count: 80–100 characters
- Do **not** confuse with the "Everything to Know" format—that is a separate article type for everyday topics outside of entertainment
- All-caps in CMS only—does **not** apply to og:title or the Discover-served headline
- Casing varies by publishing destination—adjust per site style guide before publishing
### SEO Title
**(REQUIRED)**
- Character count: 50–70 characters
- Must contain the focus keyphrase
- Must front-load keywords
- Must match the H1 in intent
- Must contain a verb
- Avoid clickbait—question-format titles are permitted but must not be misleading
### Dek
**(REQUIRED)**
- Entered as a separate field in the CMS
- Must contain the focus keyphrase
- Should summarize the article in a way that entices the click
### Meta Description
**(REQUIRED)**
- 100–155 characters
- Must contain the focus keyphrase and relevant proper nouns
- Must not repeat the H1 or SEO title verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"What Is [Topic]"` or `"Who Is [Topic]"` |
| Secondary (if applicable) | `"[Topic] explained"` or `"[Topic] meaning"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Authoritative, clear, and easy to understand. Conversational and human—never stiff or institutional.
### Word Count
**(REQUIRED)**
Word count is a target range, not a hard ceiling. If the topic requires more depth, go longer—provided the article remains well-organized and every word earns its place.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
"This article was created by content specialists using various tools, including AI."
[LEDE / INTRO]
- Lead with WHY the topic matters right now
- Do not open with a definition
- Introduce any main characters or key figures
- Do not give too much away—create forward momentum
- No throat-clearing openers
[H2 SECTION 1—keyword from Google Trends]
- Break topic into simple, digestible sections
- Use examples and analogies
[H2 SECTION 2—keyword from Google Trends]
- Continue answering: who, what, when, where, why
- Use examples and analogies
[H2 SECTION N—keyword from Google Trends]
- Add as many H2 sections as the topic requires
- Each H2 must introduce a substantive section, not serve as decoration
[INTERNAL LINKS—embedded throughout body copy]
- 3–5 contextual internal links
- Placed naturally within relevant sections
```
### Formatting Rules
**(REQUIRED)**
- Use H2 subheadings as primary section headers
- Bullet points permitted for lists within body copy—not as a substitute for prose
- Keep paragraphs short for mobile readability
- All-caps headlines in CMS only (see Headline rules above)
### Internal Links
**(REQUIRED)**
See General Guidelines §1.4 for full anchor text rules.
Link to:
- Tag pages relevant to the article's focus
- Source articles or social posts referenced in the explainer
- Previously published site articles about events mentioned in the explainer
### Hero Image
**(REQUIRED)**
| Spec | Requirement |
|---|---|
| Minimum width | 1200px (1600px+ preferred) |
| Aspect ratio | 16:9 |
| Resolution | 300K+ pixels |
| Specified via | og:image or schema.org |
| Logos | NOT permitted |
| Text overlays | NOT permitted |
| Generic stock | NOT permitted |
### URL Structure
**(REQUIRED)**
- 4+ keywords, front-loaded
- Strip stop words
- Keep short and descriptive
- Pattern: `[topic-keyword]-[topic-keyword]-explained` or similar
### Variants
**(REQUIRED)**
- Every piece should have a local variant and a national variant
- All variants must be meaningfully differentiated in structure and prose from the original and from each other
- Revival content (2025 or later) must be optimized for its best-performing distribution channel
- New pitches must not duplicate content already published on other McClatchy platforms
### Tags
**(REQUIRED)**
- `TH-CSA`
- `The Commons`
- *(Tags subject to change—check for updates)*
### Pre-Publish Checklist
- AI disclaimer present (CUE sites only) and "Created With AI" checkbox checked in CUE
- Named human byline—creator/first editor only, no staff byline
- All facts verified; all links point to reputable sources
- Focus keyphrase in H1, SEO title, dek (CMS), and meta description
- H1: 80–100 characters, correct formula, no prohibited language
- SEO title: 50–70 characters, matches H1 intent, front-loaded keywords
- Meta description: 100–155 characters, no repeated hed language
- SEO keywords (meta keywords): 1–5 terms, all lowercase, comma-separated; location names for local stories
- Dek entered as CMS field—not placed inside article body
- Lede leads with *why it matters*, introduces key figures, no definition opener
- 3–5 internal links with descriptive anchor text
- H2 subheadings contain Google Trends keywords
- Hero image: 1200px+ wide, 16:9, 300K+ res, no logos/text/stock
- URL: short, keyword-forward, stop words stripped
- Headline casing adjusted for publishing destination
- Tags applied: `TH-CSA` and `The Commons`
- If variant: meaningfully differentiated in structure and prose from source and all other variants
- If new pitch: confirmed not duplicated on other McClatchy platforms
- Passes all Google Helpful Content standard questions (General Guidelines §1.7)
- Human review and approval obtained before publishing
---
## 3.2 Everything to Know
Platform: All platforms | Type: Comprehensive Resource
> See the full [Everything to Know page]({{ "/docs/everything-to-know" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
A comprehensive resource covering all essential aspects of a subject on one well-structured page. Targets search intent—readers arrive with a question and should leave with a complete answer. These pages are evergreen references and must be kept current.
Do **not** confuse with the Google Discover Explainer format (§3.1, retired 2026-05-28), which used the `What Is [Topic]?` / `Who Is [Person]?` formula.
### Headline (H1)
**(REQUIRED)**
**Required formula:** `[Subject]: Everything You Need to Know`
Keep the subject front-loaded—do not place it after the "Everything You Need to Know" phrase.
- Character count: 80–100 characters
- Do **not** use the `What Is [Topic]?` formula—that is §3.1
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords
### Meta Description
**(REQUIRED)**
- 100–155 characters; must contain focus keyphrase and relevant proper nouns; must not repeat the H1
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"Everything to Know About [Subject]"` |
| Secondary (if applicable) | `"[Subject] news"` or `"[Subject] updates"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Word Count
**(REQUIRED)**
Target: 500–1,500 words.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
[LEDE / INTRO]—open with why the topic matters; no definition openers
[H2 SECTION 1—Google Trends keyword]
[H2 SECTION 2—Google Trends keyword]
[H2 SECTION N—Google Trends keyword]
[INTERNAL LINKS—3–5, embedded in body copy]
```
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. **UsW:** 3 minimum, 5 maximum. Do not confuse with Related Links. See General Guidelines §1.4.
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.3 Recipe
Platform: All platforms | Type: Recipe
> See the full [Recipe page]({{ "/docs/recipe" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
A Recipe page delivers a complete, searchable recipe with enough context to earn the click and keep the reader. The primary SEO goal is to rank for `[Recipe Name] recipe`. These pages are evergreen and must remain accurate and current.
### Headline (H1)
**(REQUIRED)**
**"Recipe" must appear in the H1.** Exceptions: recipe-specific sites (redundant), promo headlines.
- Character count: 80–100 characters
- Use long-tail keywords—be specific about dish type, preparation method, or key ingredients
- Do **not** use "How to Make [Dish]" as the headline formula—people search for `[dish] recipe`
### SEO Title
**(REQUIRED)**
**"Recipe" must appear in the SEO title.** Add `(with Video)` at the end when a recipe-specific video is included.
- **50–70 characters**—titles over 70 are truncated
- Must contain the focus keyphrase; front-load keywords
- Prefer `[Dish Name] Recipe` over `How to Make [Dish]`
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"[Recipe Name] recipe"` |
| Secondary (if applicable) | `"[Descriptor] [Recipe Name] recipe"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Word Count
**(REQUIRED)**
Intro body copy: 150–350 words. Intro must mention the name of the food the recipe is for.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
[INTRO—150–350 words]—must name the food; include internal links
[RECIPE CARD—ingredients and step-by-step instructions]
[OPTIONAL H2 SECTIONS—tips, variations, storage, etc.]
[INTERNAL LINKS—3–5, embedded in intro and body]
```
### URL Structure
**(REQUIRED)**
Pattern: `[dish-name]-recipe`—e.g., `salted-turtle-cookies-recipe`, `grandma-pizza-recipes`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.4 Timeline
Platform: All platforms | Type: Relationship / Nostalgic Timeline
> See the full [Timeline page]({{ "/docs/timeline" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
A chronological article tracing key moments in a relationship or subject's history. Targets search traffic (people researching backstory) and social traffic (people reliving a story arc). Evergreen—update as new milestones occur.
### Headline (H1)
**(REQUIRED)**
**Required formulas:**
- `[Subject]: A Complete Timeline`
- `[Subject]: A Complete Breakdown`
Subject must be front-loaded. A verb is **not required**—relationship timelines are an explicit General Guidelines §1.2 exception.
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords
- Verb not required (same §1.2 exception applies)
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"[Subject] timeline"` |
| Secondary (if applicable) | `"[Subject] relationship"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Romantic and nostalgic.
### Word Count
**(REQUIRED)**
Target: 500–2,000 words.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
[LEDE / INTRO]—introduce subject, set romantic/nostalgic tone
[TIMELINE ENTRIES—chronological, earliest first]
Each entry: date or time period + photo + description
[INTERNAL LINKS—3–5, embedded throughout]
```
Every entry must include a date, a photo, and a description. See full page for photo specs.
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. Link to subjects' tag pages and articles about specific events in the timeline. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Pattern: `[subject]-relationship-timeline` or `[subject]-timeline`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.5 Interview
Platform: All platforms | Type: Exclusive Interview
> See the full [Interview page]({{ "/docs/interview" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
Delivers exclusive, first-person access to a celebrity or public figure—content that cannot be found anywhere else. Enhances brand authority and ranks for `[Celebrity Name] interview`. May be written in Q&A or narrative style.
### Headline (H1)
**(REQUIRED)**
**Required formula:** `[Celebrity Name] on [Topic]: '[Quote]' (EXCLUSIVE)`
- Celebrity name must be front-loaded
- Quote pulled from the interview, wrapped in single quotation marks
- `(EXCLUSIVE)` at the end of the H1 (extends General Guidelines §1.2 SEO title practice to the H1)
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords; include `(Excl)` if it fits within the limit
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"[Celebrity Name] interview"` |
| Secondary (if applicable) | `"[Celebrity Name] [Topic]"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Conversational and engaging, reflecting the tone of the interview.
### Word Count
**(REQUIRED)**
Target: 500–1,500 words.
### Article Structure
**(REQUIRED)**
Choose Q&A or narrative style—both are permitted.
```
[AI DISCLAIMER—CUE sites only]
[LEDE / INTRO]—set context, tease most newsworthy reveal
[Q&A BODY or NARRATIVE BODY with woven-in quotes]
Surface the most interesting/newsworthy parts early—do not bury the lead
[INTERNAL LINKS—3–5, embedded throughout]
```
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. Link to the celebrity's tag page, pages for projects discussed, and related articles. **UsW:** 3 min, 5 max. See General Guidelines §1.4.
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.6 Recap
Platform: All platforms | Type: Episode / Movie Recap
> See the full [Recap page]({{ "/docs/recap" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
Summarizes and analyzes key moments of an episode, film, podcast, or book. Engages readers who watched and want analysis, and ranks for timely episodic search queries. Must go beyond plot summary—analysis, commentary, and forward-looking implications are required.
### Headline (H1)
**(REQUIRED)**
**Primary formula:** `[Show/Movie Name] Recap: [Number] Biggest Moments From [Episode Title]`
**Alternate formula (UsW only):** `[Show/Movie Name] Ending Explained`
- Show/movie name must be front-loaded
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords; must contain a verb
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"[Show/Movie Name] recap"` |
| Secondary (if applicable) | `"[Show Name] season [X] episode [Y] recap"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Entertaining and opinionated, but still informative.
### Word Count
**(REQUIRED)**
Target: 400–800 words.
### Article Structure
**(REQUIRED)**
Chronological or thematic order—choose based on the episode's structure.
```
[AI DISCLAIMER—CUE sites only]
[LEDE / INTRO]—open with biggest moment; no neutral scene-by-scene openers
[BODY—plot summary + analysis + commentary]
[IMPLICATIONS / WHAT'S NEXT—optional but encouraged]
[INTERNAL LINKS—3–5, embedded throughout]
```
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. **Always link to the previous episode's recap.** Also link to show/movie tag page and actor pages. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Pattern: `[show-name]-recap-[episode-keywords]` or `[show-name]-season-[x]-episode-[y]-recap`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.7 Fan Theory / Fan Question
Platform: All platforms | Type: Fan Theory, Fan Question
> See the full [Fan Theory / Fan Question page]({{ "/docs/fan-content" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
Two subtypes covering fan speculation and fan Q&A. Engages the fan community and captures long-tail search traffic. Intentionally short and focused—300–500 words, the shortest format in the standards.
### Headline (H1)
**(REQUIRED)**
**Fan Theory formula:** `This [Show Name] Fan Theory About [Character/Plot Point] Will Blow Your Mind`
**Fan Question formula:** `Biggest Questions About [Show Name] Answered`
- Show name must be front-loaded or prominently positioned
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords; must contain a verb
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Subtype | Primary | Secondary |
|---|---|---|
| Fan Theory | `"[Show Name] fan theory"` | `"[Character Name] theory"` |
| Fan Question | `"[Show Name] fan question"` | `"What happened in [Show Name]?"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Speculative, engaging, and conversational.
### Word Count
**(REQUIRED)**
Target: 300–500 words—do not pad.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
[LEDE / INTRO]—hook immediately; no throat-clearing
[H2—theory or question (Google Trends keyword)]
Fan Theory: state the theory, then lay out the evidence
Fan Question: answer first, then supporting detail and context
[ADDITIONAL H2s—one per theory/question]
(UsW: each theory/question = own H2 with Google Trends keyword)
[INTERNAL LINKS—3–5, embedded throughout]
```
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. Link to show tag page, character pages, and related context articles. **UsW:** 3 min, 5 max. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Fan Theory: `[show-name]-fan-theory-[topic]`
Fan Question: `[show-name]-fan-questions-answered` or `[show-name]-questions-answered-[topic]`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.8 Obituary
Platform: All platforms | Type: Obituary
> See the full [Obituary page]({{ "/docs/obituary" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
Marks the death of a public figure with accuracy, respect, and authority. Serves as a reliable source of record. **Do not publish until the death is confirmed by a reliable source.**
**Outlet-specific framing:**
- **UsW:** Breaking news obituary—confirm death, career overview, reactions; cause of death = separate story
- **WW:** Legacy and career retrospective—celebrate the person's work and impact rather than leading with death news
### Headline (H1)
**(REQUIRED)**
**Required formula:** `[Celebrity Name] Dead: [Descriptor] Was [Age]`
- Celebrity name must be front-loaded
- Descriptor = primary role or what they are most known for (e.g., *Actor*, *Grammy-Winning Singer*)
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords; must contain a verb
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim; tone must be respectful
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | `"[Celebrity Name] dead"` |
| Secondary (if applicable) | `"[Celebrity Name] cause of death"` |
**UsW:** Secondary keyphrase (`cause of death`) is reserved for the separate cause of death article—do not use in the obituary.
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Respectful, somber, and informative. WW: lean celebratory and reflective—honor the career and legacy.
### Word Count
**(REQUIRED)**
Target: 300–600 words. **UsW:** Target 500 words.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
[LEDE / INTRO]—confirm death; name, age, cause if confirmed; who they were
[CAREER AND LIFE OVERVIEW]—key works, roles, achievements, milestones
[REACTIONS]—sourced quotes from celebrities, colleagues, public figures
[INTERNAL LINKS—3–5, embedded throughout]
```
UsW: link to cause of death article when published. WW: structure may lead with legacy rather than death confirmation.
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. Link to celebrity tag page, articles about famous works, and (UsW) cause of death article when published. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
UsW: `[celebrity-name]-dead-at-[age]` or `[celebrity-name]-dead-[descriptor]`
WW: may reflect legacy framing—e.g., `[celebrity-name]-legacy` or `stars-we-lost-[topic]`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.9 Couple / Baby
Platform: All platforms | Type: Couple Relationship, Baby Announcement / Birth
> See the full [Couple / Baby page]({{ "/docs/couple-baby" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
High-interest celebrity relationship and pregnancy/birth content. Couple articles trace key relationship milestones (for full timelines see §3.4). Baby articles announce pregnancies, births, and related milestones. Only confirmed details may be reported—no speculation.
### Headline (H1)
**(REQUIRED)**
**Couple:** `[Celebrity A] and [Celebrity B]'s Relationship Timeline`
**Baby—select applicable formula:**
- `[Celebrity A] Welcomes First Baby With [Celebrity B]`
- `[Celebrity A] Welcomes Baby Boy With [Celebrity B]`
- `[Celebrity A] Welcomes Baby Girl`
- `[Celebrity A] Welcomes Twins`
- `[Celebrity A] Pregnant With First Baby`
**Baby—Discover-specific variants:**
- `[Celebrity A] Is Pregnant, Expecting Baby No. [#] With [Celebrity B]`
- `[Celebrity A] Gives Birth to Baby No. [#] With [Celebrity B]`
Celebrity name(s) must be front-loaded. Character count: 80–100.
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords; must contain a verb
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim; warm and celebratory tone
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Subtype | Primary | Secondary |
|---|---|---|
| Couple | `"[Celebrity A] and [Celebrity B]"` | `"[Celebrity Couple Name]"` |
| Baby (pregnancy) | `"[Celebrity Name] pregnant"` | `"[Celebrity Name] baby"` |
| Baby (birth) | `"[Celebrity Name] baby"` | `"[Celebrity A] and [Celebrity B]"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Celebratory and heartwarming.
### Word Count
**(REQUIRED)**
Target: 200–500 words. **UsW:** 500 words minimum.
### Article Structure
**(REQUIRED)**
**Couple:**
```
[AI DISCLAIMER] [LEDE] [KEY RELATIONSHIP MOMENTS with dates]
[INTERNAL LINKS—3–5]
```
**Baby:**
```
[AI DISCLAIMER] [LEDE—confirm announcement, baby name if known, baby number]
[CONTEXT—relationship background, details shared by parents]
[INTERNAL LINKS—3–5, including link to couple's relationship timeline]
```
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. Link to celebrity tag pages and the couple's relationship timeline article. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Couple: `[celebrity-a]-[celebrity-b]-relationship-timeline`
Baby: `[celebrity-name]-pregnant-expecting-[ordinal]-baby` or `[celebrity-name]-gives-birth-[details]`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.10 Cast Introduction / Update
Platform: All platforms | Type: Cast Introduction, Cast Update
> See the full [Cast Introduction / Update page]({{ "/docs/cast" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
Informs fans about who is appearing in a show or film—new additions, departures, or role changes (Cast Update), or a full ensemble introduction for a new or upcoming production (Cast Introduction). High-interest for entertainment audiences around premiere dates and cast announcements.
### Headline (H1)
**(REQUIRED)**
**Cast Update formula:** `[Show/Movie Name] Cast Update: Who's In and Who's Out`
**Cast Introduction formula (UsW alternate):** `Meet the Cast of [Show/Movie Title]: [Name], [Name] and More`
- Show/movie name must be front-loaded
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 60–70 characters; must contain focus keyphrase (`[Show/Movie Name] cast`); front-load keywords; must contain a verb
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Subtype | Primary | Secondary |
|---|---|---|
| Cast Update | `"[Show/Movie Name] cast"` | `"[Actor Name] leaving [Show/Movie Name]"` |
| Cast Introduction | `"[Show/Movie Name] cast"` | `"[Show/Movie Name] season [X] cast"` |
Must appear in: H1, SEO title, dek (CMS field), meta description
### Tone
**(REQUIRED)**
Informative and straightforward.
### Word Count
**(REQUIRED)**
Target: 400–500 words—tight target; do not pad.
### Article Structure
**(REQUIRED)**
**Cast Update:**
```
[AI DISCLAIMER] [LEDE—biggest change upfront]
[CAST CHANGES—H2 or gallery (UsW: either permitted)]
Each change: joining/leaving/role change clearly labeled + context
[INTERNAL LINKS—3–5]
```
**Cast Introduction:**
```
[AI DISCLAIMER] [LEDE—introduce show/film and ensemble]
[CAST MEMBERS—H2 or gallery (UsW: either permitted)]
Each member: name, role, relevant background
[INTERNAL LINKS—3–5]
```
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. Link to show/movie tag page, actor tag pages, and related news. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Cast Update: `[show-name]-cast-update-[details]`
Cast Introduction: `[show-name]-cast` or `[show-name]-cast-meet-[details]`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.11 FAQ / Service Journalism
Platform: All platforms | Type: FAQ / Service Journalism Article
> See the full [FAQ / Service Journalism page]({{ "/docs/faq" | relative_url }}) for the complete spec, article template, and pre-publish checklist.
### Purpose
Service journalism articles that directly answer reader questions in a scannable, H2-driven format. Captures long-tail search traffic and performs well for People Also Ask (PAA) placements and Google featured snippets.
### Headline (H1)
**(REQUIRED)**
**Required formula:** `[Topic] [Question Word]: [Specific Question Answered]`
Examples: `Social Security 2025: When Will Checks Arrive This Month?` / `Biggest Questions About [Show Name] Answered`
- Topic must be front-loaded
- Character count: 80–100 characters
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | Exact search query—e.g., `"Social Security check dates 2025"` |
| Secondary | Related PAA query—e.g., `"When do Social Security checks come?"` |
Validate against Google Trends and People Also Ask data.
### Article Structure
**(REQUIRED)**
```
[AI DISCLAIMER—CUE sites only]
[INTRO—1–2 sentences establishing timeliness/relevance]
[H2] [Keyword-rich question from Google Trends / PAA]
[Direct answer—1–2 sentences, snippet-ready]
[Supporting context—2–4 sentences with specifics and source attribution]
[Repeat H2 + answer pattern for each question]
[INTERNAL LINKS—3–5, embedded in copy]
```
- Every H2 must include a keyword from Google Trends or PAA
- First 1–2 sentences under each H2 must directly answer the question (snippet-ready)
- Paragraphs: 2–3 sentences maximum
- Word count: 100–200 words per answer block
### Internal Links
**(REQUIRED)**
3–5 contextual inline links per article. Link to relevant topic pages, tag pages, and related articles. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Pattern: `[topic]-[question-keywords]` or `[topic]-[year]-questions-answered`
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
## 3.12 What to Know Next
Platform: All platforms | Type: Forward-Looking Explainer
> See the full [What to Know Next page]({{ "/docs/what-to-know-next" | relative_url }}) for the complete spec including article structure, formatting rules, and pre-publish checklist.
### Purpose
A forward-looking explainer that contextualizes a development for the reader by answering three questions in sequence—what's happening, why it's happening, and what could be next—and closing with a reader-actionable takeaway. Built for the curious optimizer, who has seen the headline and now wants the full picture: what it is, why it's having a moment, and what it means for them. Performs on Discover because it answers "what does this mean for me" that headlines alone don't.
Do **not** confuse with the Google Discover Explainer (§3.1), which is informational/static, or with Recap (§3.6), which is retrospective.
### Headline (H1)
**(REQUIRED)**
**Primary formula:** `[Subject]: What's Happening, Why, and What Could Be Next`
**Alternate formula:** `[Subject] [Trigger Event]: Here's What This Means Going Forward`
- A forward-looking signal is required—`what's next`, `what comes next`, `here's what this means`, or equivalent
- Character count: 80–100 characters
### SEO Title
**(REQUIRED)**
- 50–70 characters; must contain focus keyphrase; front-load keywords; must contain a verb
### Meta Description
**(REQUIRED)**
- 100–155 characters; focus keyphrase required; must not repeat H1 verbatim; pair news beat with "what's next" payoff
### SEO Keywords (Meta Keywords)
**(REQUIRED)**
- 1–5 keywords; single words acceptable; all lowercase, comma-separated; include location names for local stories
### Focus Keyphrase
**(REQUIRED)**
| Type | Format |
|---|---|
| Primary | The main search query for the subject—e.g., `"sleep tape"`, `"what is HRV"` |
| Secondary (if applicable) | Forward-looking variants from Google Trends / PAA—e.g., `"does sleep tape work"`, `"why is HRV important"` |
Must appear in: H1, SEO title, dek (CMS field), meta description.
### Tone
**(REQUIRED)**
Informed, plainspoken, forward-leaning—explanatory without being overly academic; confident without overpromising. Take a directional position, not hedged neutrality.
### Word Count
**(REQUIRED)**
Target: 700–1,000 words total with **inverted proportionality**—≈25% Section 1 / 30% Section 2 / 45% Section 3. Section 3 is the longest section by design—that is the format's point.
### Article Structure
**(REQUIRED)**
Three-section arc—mandatory, present, and inverted-proportional.
```
[AI DISCLAIMER—CUE sites only]
[STATUS BAR—italic line directly under H1: Stage · Momentum · Forecast confidence] (REQUIRED)
[LEDE / INTRO—2–3 sentences]—frame the development; signal the full arc; no throat-clearing
[H2 SECTION 1—What's Happening] (≈25%)—snippet-ready descriptive lede; primary source cited; no analysis
[H2 SECTION 2—Why It's Happening] (≈30%)—2–3 forces driving the development; every cause attributed to a named source
[FORECASTER PULL QUOTE—pull-quote visual treatment, in Section 2 or 3] (REQUIRED)—named, titled, affiliated; forward-looking, not definitional
[H2 SECTION 3—What Could Be Next] (≈45%, longest section)—2–3 predictions, each paired with a concrete reader action; closing takeaway
[THREE SIGNALS TO WATCH—boxed callout at end of Section 3] (REQUIRED)—exactly three concrete, monitorable signals
[INTERNAL LINKS—3–5, embedded throughout]
```
### Status Bar
**(REQUIRED, format-specific)**
Italicized one-liner directly beneath H1: `Stage: [Emerging | Building | Peaking | Cresting] · Momentum: [Low | Moderate | High] · Forecast confidence: [Low | Moderate | High]`. All three fields required—no omissions, no "TBD." If any field cannot be filled confidently, the topic is wrong for this format.
### Forecaster Pull Quote
**(REQUIRED, format-specific)**
One named-forecaster pull quote per article; visual pull-quote treatment (not inline attribution); placed in Section 2 or 3; named individual + title + institution all required; forward-looking (prediction, direction)—NOT definitional.
### Three Signals to Watch
**(REQUIRED, format-specific)**
Boxed callout closing Section 3; exactly three signals; each concrete and monitorable—a date, release, launch, data point, or observable change. Vague signals ("watch the market," "keep an eye on inflation") disqualify.
### Internal Links
**(REQUIRED)**
3–5 contextual internal links. **UsW:** 3 minimum, 5 maximum. Anchor to underlying-topic explainers, earlier coverage of the news beat, and supporting data pieces. Do not stack as a Related Links block. See General Guidelines §1.4.
### URL Structure
**(REQUIRED)**
Pattern: `[subject-keyword]-whats-next` or `[subject-keyword]-what-this-means` or similar forward-looking suffix.
### Tags
**(REQUIRED)**
`TH-CSA` and `The Commons` *(subject to change)*
---
# 4. Personas
> **Scope:** Audience definitions used to guide tone, framing, and content decisions. Each persona maps to one or more platforms or content types. Each persona page includes a **CSA Target Audience Definition** section—the formatted definition for direct entry into the CSA product UI.
---
## 4.1 The Discover Browser
**Platform:** Google Discover
**Applies to:** All Discover content formats including §3.1 Google Discover Explainer
**Format page:** §3.1 [Google Discover Explainer]({{ "/docs/discover-explainer" | relative_url }})
> See the full [Discover Browser page]({{ "/docs/discover-browser" | relative_url }}) for the complete persona spec including Content Framework and CSA Target Audience Definition.
### Who They Are
This is the person scrolling their phone in a waiting room or on the couch after dinner—not searching for anything, just open to being interested. They are visually driven, pattern-aware, and impatient. They remember what they have engaged with before and keep seeing more of the same, but light up when something unexpected breaks through. They trust credible sources but want content that feels human, not institutional.
**Core driver:** "Oh—I didn't know that" or "That's exactly what I was wondering about."
### What They Respond To
- Visual-first storytelling that earns the tap in a split-second scroll
- Striking imagery—no stock blandness, no text-on-image
- Curiosity-gap framing that reveals enough to intrigue without withholding
- Specificity over mystery—concrete, surprising details
- Seasonal and culturally timed content that meets the moment they are already in
- Surprise-and-delight breakouts—compelling personal essays, unexpected local discoveries, trend reveals
### Content Implications
- Lead with the most surprising, specific, or emotionally resonant element
- No warm-ups—hook in the first sentence
- Target 400–800 words—not a hard ceiling; go longer if the topic requires it, provided every word earns its place
- Every piece needs a high-quality hero image: 1200px+ wide, 16:9, 300K+ resolution, no logos, no text overlays, no generic stock
- Meta descriptions: 100–155 characters—must contain the focus keyphrase and relevant proper nouns; see General Guidelines §1.2
- Consistency in a content lane builds Discover trust over time—publish regularly in focus verticals
---
## 4.2 The Curious Optimizer
**Platform:** Trend Hunter / B2C Channels
**Applies to:** Trend and self-improvement content
> See the full [Curious Optimizer page]({{ "/docs/curious-optimizer" | relative_url }}) for the complete persona spec and CSA Target Audience Definition.
**Core driver:** "Ahead of the curve—and ready to act on it."
Psychographic-first persona spanning all demographics, united by mindset: curiosity, self-improvement, and the desire to act on emerging trends before they go mainstream.
**Content Framework:** Each piece should address—What It Is (define the trend in one jargon-free sentence), Why It Matters (cultural/emotional resonance and timing), Who It's For (frame by motivation, not demographics), How to Experience It (concrete action steps).
**Key rules:** Never assume age, gender, income, or region. Frame all benefits around intent and motivation. Blend optimism with tangible utility—optimistic without hype, direct without dryness.
**Tone:** Smart, approachable, and curious. Encouraging but realistic.
---
## 4.3 The Wonder-Driven Science Enthusiast
**Platform:** Science / Discovery Features
**Applies to:** Science, nature, and discovery content
> See the full [Wonder-Driven Science Enthusiast page]({{ "/docs/science-enthusiast" | relative_url }}) for the complete persona spec and CSA Target Audience Definition.
**Core driver:** "That's extraordinary—and I need to tell someone about it."
Reader united by awe—loves the strange, beautiful mechanisms behind how life and the universe work. Regardless of expertise, they want to reconnect with the amazement they felt watching nature documentaries. They relish stories that spark conversation and invite them to see familiar things with new eyes.
**Content Framework:** What It Is (vivid, jargon-free definition), Why It Matters (expands understanding or stirs emotion), Who It's For (universalize the wonder), How to Experience It (exhibits, docs, imagery, related readings).
**Key rules:** Lead with awe, not data. Prioritize comprehension and emotional resonance over technical depth. Tailor focus areas to the topic: paleontology, marine life, astronomy, and environmental change each have distinct registers.
**Tone:** Accessible, vivid, and story-forward. Respects intelligence; leads with marvel.
---
## 4.4 The Curious Explorer
**Platform:** Discovery / Science / Nature
**Applies to:** Science, nature, archaeology, and discovery content
> See the full [Curious Explorer page]({{ "/docs/curious-explorer" | relative_url }}) for the complete persona spec and CSA Target Audience Definition.
**Core driver:** "I had no idea this existed—and now I need to tell someone."
Deep-engagement reader who clicks on a headline about a weird species or archaeological mystery and stays—scrolling 28–55% of the page for 30–70+ seconds. Not skimming; absorbing. Wants to feel smarter and walk away with a shareable fact.
**Top content types:** New species discoveries (vivid physical details and scale), animal survival narratives with emotional stakes, archaeology and fossils that rewrite history, invasive species surprises, deep-sea and cave exploration, "weird science" (fungi communication, octopus cognition, platypus biology).
**Key rules:** Lead with the single most jaw-dropping specific detail. Frame as answering a question the reader didn't know they had. Animals with personality outperform dry taxonomy. Every piece needs a concrete, surprising hook—no generic nature roundups.
**Tone:** Awestruck but grounded. Specific over sensational, smart without lecturing.
---
## 4.5 The Watercooler Insider
**Platform:** Entertainment / Trending
**Applies to:** Viral, entertainment, and pop culture content
> See the full [Watercooler Insider page]({{ "/docs/watercooler-insider" | relative_url }}) for the complete persona spec and CSA Target Audience Definition.
**Core driver:** "I know the real story—and now you will too."
Treats content as social currency—wants to be the person who knows the real story behind the viral moment, the surprising celebrity detail, or the debunked hoax everyone else is sharing. Bimodal engagement: quick browsing on high-traffic pieces (2–15 seconds), deep reading on debunks and drama (30–60 seconds).
**Top content types:** Viral debunks framed as narrative, humanizing celebrity moments (unexpected habits, relatable opinions), internet trend explainers ("why millions are doing this"), nostalgia-trigger content (returning snacks, throwback trends), sports and pop culture debates with a genuine split.
**Key rules:** Position every article as the key to understanding something the internet is already buzzing about. Use named people, specific quotes, and concrete details—generic language reads as aggregation. Debunk and "real story behind" angles are the highest-performing pattern. Celebrity content should humanize, not tabloidize.
**Tone:** Confident, culturally fluent, and insider-casual.
---
# 5. Acceptable Sources
> **Scope:** Defines what constitutes a reputable, linkable source for McClatchy content. All facts must be verified and all links must point to sources that meet these standards.
> See the full [Acceptable Sources page]({{ "/docs/acceptable-sources" | relative_url }}) for the complete source list organized by vertical.
---
# 6. Publishing Guidelines
> **Scope:** Platform-specific and CMS-specific rules for exporting, formatting, and publishing content. Rules here are operational—they govern how content is entered and submitted, not how it is written.
---
## 6.1 CUE (McClatchy CMS)
### Required Fields & Settings
**(REQUIRED)**
- **AI Disclosure checkbox:** Check "Created With AI" in the General section for all AI-assisted content
- **AI Disclosure text:** Add *"This article was created by content specialists using various tools, including AI."* at the top of the article body
- **Credit line for freelance:** Use "Special to McClatchy Media"
- **Tags:** Apply `TH-CSA` and `The Commons` to all articles *(subject to change)*
- **Dek:** Enter as a separate CMS field—do not place inside the article body
### Section Placement
**(REQUIRED)**
- Do **not** home stories to generic sections like "Local News" or "Sports"
- Use designated sections (e.g., "Homebuyers Guide", "Travel", "Wellness", "Lifestyle", "FIFA World Cup")
- Do **not** use "Real Estate News Destination" as a section
### Headline Casing
**(REQUIRED)**
- Headlines are all-caps in CUE in alignment with the L&E Style Guide
- UsW uses all-caps subheadings; WW does not
- Adjust casing per destination site style guide before publishing
---
## 6.2 WordPress
### Required Fields & Settings
**(REQUIRED)**
- **Post status:** Set to Draft—do not publish directly; all content requires peer review and human approval before going live
- **Author:** Named individual byline—never a staff or team account (see General Guidelines §1.5)
- **Featured image:** 1200px+ wide, 16:9 aspect ratio, 300K+ pixels—same requirements as the Hero Image spec (§3)
- **Permalink:** Follow URL structure rules in the article format spec—4+ keywords, stop words stripped, front-loaded
### AI Disclosure
**(REQUIRED)**
- Add *"This article was created by content specialists using various tools, including AI."* at the top of the post body
- Enable any available AI disclosure settings in the WordPress theme or plugin if present
### Tags & Categories
**(REQUIRED)**
- Apply `TH-CSA` and `The Commons` where the platform supports tags *(subject to change—check for updates)*
- Set a specific category per destination site—do not use generic defaults (e.g., "Uncategorized", "General")
> ⚠️ **Destination-specific settings**—custom fields, theme requirements, and plugin configurations vary by WordPress site. Confirm with the site owner before publishing to any WordPress destination for the first time.
---
## 6.3 Other Export Destinations
> ⚠️ **STUB**—Additional distribution platforms and export rules pending. Do not populate until guidance is provided.
---
---
# 7. Follow-Up Content
> **Scope:** Editorial strategy for extending breaking news coverage. General principles are in General Guidelines §1.9. This section provides the story-type decision guide.
> See the full [Follow-Up Content page]({{ "/docs/follow-up-content" | relative_url }}) for the complete story-type guide.
## 7.1 How to Use
Apply the triage framework from §1.9 to every story. Then use the story-type breakdowns to identify follow-up angles. Not every angle applies to every story—use editorial judgment.
## 7.2 Story Types Covered
| Story Type | Initial Action | Follow-Up Threshold |
|---|---|---|
| Celebrity / Artist Death | Original obituary—do not syndicate | If the site normally covers the subject |
| Shooting / Bombing (entertainment angle) | Original piece about the event | If the site normally covers the subject |
| Celebrity Arrest / Imprisonment | Original piece about the event | If the site normally covers the subject |
| Performance Goes Horribly Wrong | Original piece about the event | If the site normally covers the subject |
| Huge Celebrity Breakup | Original piece about the breakup | If the site normally covers the subject |
| Sexual Assault / Harassment Claims | Original piece about the claims | If the site normally covers the subject |
| Actor / Reporter / Artist Leaving a Show or Band | Original piece about the departure | If the site normally covers the subject |
| Major Celebrity Interview | Original piece about the interview | If the site normally covers the subject |
| Album / Movie / TV Show Release | Original piece about the release | If the site normally covers the subject |
| Someone Says Something Notably Insider | Original explainer of what was said | If the site normally covers the subject |
| Someone Says Something Shocking or Controversial | Original explainer of what was said | If the site normally covers the subject |
| Pregnancy Announcement | Original article about the announcement | If the site normally covers the subject |
| Surprise Wedding Announcement | Original article about the announcement | If the site normally covers the subject |
---
# 8. AI Tool Responsibility
> **Scope:** Policy and escalation procedures for all team members using the CSA or any AI-assisted tool in the content pipeline. Applies to all writers, editors, and content leads regardless of vertical or team.
> See the full [AI Tool Responsibility page]({{ "/docs/tool-responsibility" | relative_url }}) for complete procedures.
## 8.1 Core Principle
The CSA amplifies human writing—it does not replace editorial judgment. Every piece of content that touches a tool is still the responsible team member's accountability.
## 8.2 Escalation Summary
| Scenario | Action |
|---|---|
| Single-piece concern—editor resolves | Document resolution; proceed or discard |
| Single-piece concern—editor unavailable or unresolved after 24h | Notify content team lead; post to #prog-and-growth |
| Supervisor conflict | Escalate directly to content team lead and/or exec/leadership |
| Recurring / pattern issue | Report to #nationalteam-csa-feedback; stop using tool for affected content type until acknowledged |
| Output unsafe to publish, no timely guidance | Stop; complete manually; report to #nationalteam-csa-feedback |
## 8.3 Plagiarism and Attribution
Verify all CSA-produced content does not contain lifted phrasing from source material. This is a separate requirement from fact-checking. If a draft closely mirrors a source, rewrite before peer review. Do not assume AI-generated text is original.
## 8.4 Partner and Feed Content
Incoming partner content is unverified until reviewed by a human editor. Fact-check all partner content before publication. If three or more consecutive words match a source document verbatim, or a sentence's structure is clearly derived from a specific source, treat it as reproduced phrasing and rewrite before peer review.
## 8.5 Override Documentation
Override documentation—noting what the tool suggested, what was chosen instead, and why—travels with the piece through review. content team lead receives a daily EOD summary of all overrides. Override documentation is not punitive; it provides feedback that improves the tool.
---
---
# 9. Claims Validation
> **Scope:** How to read and act on the CSA's built-in fact-checking module output. Applies to all editors handling CSA-produced drafts before peer review and publication.
> See the full [Claims Validation page]({{ "/docs/claims-validation" | relative_url }}) for complete procedures.
## 9.0 Content Pipeline Tiers
| Tier | Raw Output in CSA UI | Claims Validation |
|---|---|---|
| **High Touch (HITL)**—CSA-generated drafts, full human review | Yes | Applies in full |
| **Semi-Automated**—everything not HITL or Fully Automated | Yes | Applies selectively; editor judgment on verdict prioritization |
| **Fully Automated**—structured data output (game scores, weather, United Robots) | No | Not required |
Role-level access to raw module output pending confirmation with engineering leadership and product leads.
Tier names are provisional.
## 9.1 Module Verdicts and Confidence Level
| Verdict | Meaning |
|---|---|
| `TRUE` | Claim is accurate and verifiable—no action required |
| `FALSE` | Claim is factually incorrect—rewrite or remove before peer review |
| `MISLEADING` | Technically true but distorts meaning—reframe; document change |
| `INSUFFICIENT_EVIDENCE` | Cannot be verified—add a Tier 1 source or remove the claim |
| `OVERGENERALIZED` | True in some contexts but stated too broadly—narrow or qualify |
## 9.2 Editorial Action Taxonomy
**Needs Correction** (rewrite or remove): `FALSE`, `MISLEADING`
**Needs Clarification** (reword): `OVERGENERALIZED`, `INSUFFICIENT_EVIDENCE`
`TRUE` flags are informational—no action required.
If the module returns `MISLEADING` or `FALSE` and the original source is Tier 3 (aggregator, anonymous, social), treat as Needs Correction regardless of verdict.
## 9.3 Source Authority Tiers
**Tier 1—Authoritative (accept):** Government/institutional primary sources (.gov, .edu), peer-reviewed records, official named-source statements, established national news organizations, McClatchy publications. See also Acceptable Sources §5.
**Tier 2—Acceptable with verification:** Trade publications with editorial standards, verified press releases, court records and legal filings.
**Tier 3—Flag for review:** Aggregator blogs, content farms, anonymous sourcing, social media posts (unless the post is the news). `MISLEADING` or `FALSE` verdict + Tier 3 source = Needs Correction regardless of verdict.
**Source count:** One Tier 1 source sufficient for straightforward factual claims, official statistics, and attributed direct quotes. Two independent Tier 1 sources required for contested claims, allegations, and anything that could harm a named individual. Primary source document required (news coverage does not substitute) for court outcomes, health dosage/drug/efficacy claims, and financial statistics cited as fact.
## 9.4 Content-Type Elevated Risk
| Content Type | Elevated Rule |
|---|---|
| Health and Medical | Any flagged claim = hard stop; `OVERGENERALIZED` = Needs Correction; dosage/drug/efficacy = primary source document required (two independent Tier 1 if none exists), even on `TRUE` |
| Legal and Regulatory | Primary source document required for court outcomes, legal status, regulatory figures; two independent Tier 1 for allegations; check vintage of annually updated figures |
| Financial and Economic | Primary source document required for statistics cited as fact, even on `TRUE`; forward-looking claims must be attributed to originating institution |
| Real Estate and Local Services | `OVERGENERALIZED` = Needs Correction; address/market claims require current local source |
| Travel and Scheduling | `TRUE` verdicts may be stale; verify against official source at time of publication |
| Entertainment and Celebrity | Relationship/pregnancy/legal status requires two independent Tier 1 sources, both named and on-record; historical creative-work facts: one Tier 1 sufficient |
## 9.5 Escalation
1–2 flags: editor resolves, documents in draft notes. 3+ flags: escalate to senior editor. Health or legal `FALSE`: hard stop, senior editor sign-off required. Unresolvable flags: do not publish. Recurring pattern: report as bug, stop using module for that content type. *(Pending)* Low-confidence verdict: treat as `INSUFFICIENT_EVIDENCE` regardless of stated verdict. *(Pending)* 3+ low-confidence verdicts: escalate to senior editor.
## 9.6 Audit Trail
Requirement (implementation pending): validation output must be stored per-piece in the CMS—not only visible at generation time. Audit trail must include all verdicts returned, claims flagged, confidence levels, editor actions, and final publication state. Must be attached to the piece record (not a separate log), accessible after publication, and readable by editors, senior editors, and content leads. Role-level access pending engineering leadership and product leads.
## 9.7 Override Documentation
Per-piece: note what the module returned, what the editor decided, and one-sentence rationale. Aggregate: track flag frequency by verdict type and content type; remediation type per flag (rewrite, removal, kept with rationale); override rate by verdict. Aggregate tracking requires per-piece audit trail stored in CMS (§9.6). Note: this covers module verdict overrides only—for overrides of CSA editorial suggestions (headlines, structure, sourcing), see AI Tool Responsibility §8.
---
# 10. Platform Guidance
> **Scope:** External rule-sets that constrain output beyond General Guidelines—distribution-platform requirements (Apple News, SmartNews) and per-publication style guides (Us Weekly, etc.). Rules here override or extend General Guidelines for the named platform or publication. Red text throughout each page marks anything that overrides a General Guidelines default.
> See the full [SmartNews page]({{ "/docs/platform-smartnews" | relative_url }}), [Apple News page]({{ "/docs/platform-apple-news" | relative_url }}), [Us Weekly page]({{ "/docs/us-weekly" | relative_url }}), [Trend Hunter B2C page]({{ "/docs/trend-hunter-b2c" | relative_url }}), [Woman's World page]({{ "/docs/womans-world" | relative_url }}), and [AP-Compatible overview]({{ "/docs/ap-compatible" | relative_url }}) (which links to Quick / Condensed / Thorough tiers) for complete specifications.
## 10.1 SmartNews
**Feed format:** SmartFormat (enhanced RSS/XML) | **Render environment:** SmartView—stripped-down mobile-optimized; no CSS or scripted styling | **Algorithm signal:** Read velocity and reader engagement (completion rate)
| Spec | Requirement |
|---|---|
| Headline | 70–90 characters (data-validated); clear and keyword-forward; plain declarative or number-led preferred (data-validated); no question marks; no "What to Know" endings |
| Tone | Clear, direct, value-first, zero friction |
| Article structure | No CSS or scripted styling; supported HTML only (``, ``); front-load value in lead paragraph |
| Lead image | 1,200px+ wide; 4:3 crop option required |
| Feed thumbnail | `` in RSS; 4:3 aspect ratio; 320×240px |
| Inline images | 400px+ wide; under 100px may be dropped |
| GIFs | Prohibited |
| Analytics | GA4 records in-app views, not referral traffic—report accordingly |
| Monetization | One 300×250px ad unit (bottom of SmartView); up to 2 sponsored links; 100% of self-sold revenue |
## 10.2 Apple News
**Feed format:** Apple News Format (ANF, JSON-based, recommended) or RSS | **Render environment:** Native across iPhone, iPad, Mac; rich typography, galleries, parallax | **Algorithm signal:** User interaction patterns, topic relevance, social engagement, human editorial curation
| Spec | Requirement |
|---|---|
| Headline | 90–120 characters; 110–119 sweet spot (data-validated); compelling and informative; no question headlines (algorithmic reach, data-validated); no number-led headlines (data-validated); write distinct from SEO/Discover variant |
| Featured placement exception | Apple editorial team favors question/"What to Know" formats—use only when specifically targeting a human-curated featured slot |
| Subtitle | Required in News Publisher—Apple pulls first paragraph if omitted |
| Tone | Polished, confident, editorially rich, trustworthy |
| Thumbnail | 300×300px minimum; 1:2 to 3:1 aspect ratio |
| AI content—generated/assisted | Byline or co-byline required; marked AI-generated in News Publisher metadata |
| AI content—tools only | No disclosure required if journalist composes and vets |
| AI media | Clearly labeled (images, video, audio) |
| Monetization | 100% self-sold revenue; 70% Apple-sold revenue; affiliate content algorithmically prioritized |
| Topic signal | Sports strongest; business/lifestyle lower—compensate with headline execution |
## 10.3 Us Weekly
**Publication:** Us Weekly (celebrity news / pop-culture mass-market) | **Reference hierarchy:** Us Weekly Style Supplement → *Merriam-Webster's Collegiate Dictionary* 11th Edition → *AP Stylebook* → *Chicago Manual of Style* → *Words Into Type*
> See the full [Us Weekly page]({{ "/docs/us-weekly" | relative_url }}) for the complete writer's bible, audience persona, voice and tone, headline + body conventions, A–Z style reference, and pre-publish checklist.
| Spec | Requirement |
|---|---|
| Headlines | Sister-rule across onpage / promo / SEO with shared keywords; topic or celebrity name front-loaded; **80–100 characters** (single-theme on roundups, not comma-listed topics); numerals (not spelled-out numbers) in heds and H2s; single quotes (not double, including for TV / film titles); no periods; no ampersands (write "and"); SEO heds in title case |
| H2 subheads | Title case; include keywords from Trends or PAA; complete phrases or questions; carry subject's full name + relevant keyword / context descriptor |
| Article structure | Every story uses **H2 prose-paragraph sections**; lead with substantive intro paragraph before first H2; **"Key Facts" bullet format banned** |
| Brand italicization | *Us* italicized with capital U whenever the word "us" appears (brand nod); full publication name *Us Weekly* italicized in body copy |
| TV / film titles | Single quotes in heds; italics in body |
| Body—celebrity names | Bold celebrity names; link tag pages where available; **first reference per H2 section uses full name**, last-name-only after (reality stars may go by first name) |
| Body—numbers | Spell out 1–9; numerals for 10+; numerals always for sports scores; "1st"/"2nd" in heds (vs "first"/"second" in body)—except "first date" / "first love" / "first time" |
| Body—months and dates | **Months always spelled out**—never abbreviated (AP override). Format depends on recency: "Monday, April 27" (this week) / "in April" (earlier this year) / "December 2023" (prior year) / "in a December 2023 interview" (evergreen quote attribution) |
| Body—punctuation | Em dashes and ellipses get spaces on both sides (AP-conformant per ap-compatible-quick.md + ap-compatible-condensed.md; restated as USW house style for emphasis); no Oxford / serial comma anywhere |
| Quote integrity | Reproduce quotes exactly and in full; no mid-sentence `…` truncation; no paraphrasing inside quotes; preserve censored-asterisk profanity verbatim |
| Evergreen vs news | Pre-2025 sources not "current" unless explicitly evergreen; evergreen citations include full month + year of original |
| Word count | Output within ~15% of target; consistent overages are a formatting error |
| Italics | Newspapers, magazines, films, books, TV shows, album titles, video games. Not websites, news agencies, blogs, TV networks. Podcasts get quotes |
| Couples / pairs / duos | Take **plural verbs**—Us Weekly only; unique grammatical convention not shared with other AMI titles |
| Contractions | "It's" OK; avoid "we'd" / "you'll" / "you'd" / "must've" / "what'd"; write out "he has" / "she has" / "who has" |
| Curse words | Hyphenate so word is clear without spelling out (f--k, s--t, a--hole); for quoted matter only; print "bitch", "ass", "tit" |
| Combined text | cohost, coworker, coanchor, cofounder, costar, cocreator, coauthor, cochair, coparent—closed (exception: co-owner) |
| Common avoidances | "wanna" / "gonna"; "comedienne" → "comedian"; "hostess" → "host"; "American Indian" → "Native American"; "manse" → "mansion"; "donuts" → "doughnuts"; "former Olympian" never; "cougar" banned |
| CMS | Required: flavor text, category, tags, content segment, vertical, audience category. Featured image resized; crops set |
## 10.4 Trend Hunter B2C
**Publication:** Trend Hunter B2C (curiosity-first trend publication; mobile-first; July 2026 launch) | **Audience:** [The Curious Optimizer]({{ "/docs/curious-optimizer" | relative_url }})—psychographic persona spanning all demographics
> See the full [Trend Hunter B2C page]({{ "/docs/trend-hunter-b2c" | relative_url }}) for the complete writer's bible, voice and tone, intent tiers, article structure, format guidelines, inclusivity standards, anti-patterns, and pre-publish checklist.
| Spec | Requirement |
|---|---|
| Audience framing | **Psychographic, not demographic.** Frame benefits around mindset and intent ("If you want…", "If you're looking for…", "For anyone curious about…"). Never assume age, gender, income, location, relationship status, parental status |
| Voice | Smart, Approachable, Curious, Practical |
| Tone | Positive but not hypey; insightful without jargon; direct and digestible; trend-forward but trustworthy |
| Intent tiers | Tier 1 Discovery ("entertain me") / Tier 2 Understanding ("make sense of this") / Tier 3 Evaluation ("help me compare") / Tier 4 Action ("tell me what to do"). A piece may address one or multiple |
| Article structure | Naturally incorporate four elements: **What It Is** (one-sentence definition) / **Why It Matters** (relevance + emotional value) / **Who It's For** (universal-benefit framing) / **How to Experience It** (actionable steps, tips, picks) |
| Format | Short paragraphs (2–3 sentences max); bulleted lists for scannability; pull-out Quick Takeaways; value-conveying subheadings |
| Headlines | **90–104 char sweet spot** (overrides universal 80–100; a destination distribution-platform range wins when platform-bound). **No em-dash / en-dash / colon / semicolon** in public-facing headlines + body (hyphens OK; restructure, don't substitute). Match **intent** to the job (What/Why = reach; How = depth). **Name the expert** in the headline (strongest lever). Don't default to **"Everything to Know"** (no lift). First scroll must deliver the headline's promise. Source: TH Headline Analysis 2026-06-02 |
| Openings | Lead with the most interesting insight; never bury the hook |
| Banned | Trendy slang ("slay", "bestie", "vibes"); demographic stereotyping; clickbait or sensational framing; dense academic prose; generic trend-roundup-without-insight |
## 10.5 Woman's World
**Publication:** Woman's World (heartfelt online companion for women living the best years of their lives) | **Audience:** Gen X in their 50s through Baby Boomers in their 60s and beyond | **Reference hierarchy:** AMI Women's Group Digital Style Guide → *Merriam-Webster's Collegiate Dictionary* 11th Edition → *AP Stylebook* → *Chicago Manual of Style* → *Words Into Type*
> See the full [Woman's World page]({{ "/docs/womans-world" | relative_url }}) for the complete writer's bible, audience persona, voice and tone, four writing personas, topic pillars, brand notes, style reference, quality rules, what-to-avoid table, and pre-publish checklist.
| Spec | Requirement |
|---|---|
| Audience framing | Psychographic over demographic. Frame around mindset, life-stage need, faith, family, country, practicality, **the gifts of aging**. Tone north star: Dolly Parton (edge but not a people-pleaser) |
| Voice attributes | Warm · Empathetic · Optimistic · Practical · Trustworthy. "From your best friend" approach |
| Writing personas (rotate) | Informative Best Friend · Approachable Professional · Relatable Expert · Comforting Confidant. Vary across articles—never use the same persona on every piece |
| Words to AVOID | "Old", "struggling", "senior moments", "meno brain", "cankles", "blogger", "anti-aging", "literally", "obsessed", "hack", "easy" (when it's not), "just" (when it minimizes), millennial / Gen Z slang, excessive superlatives, sensationalism, partisan / political framing, judgment about body size / lifestyle / age |
| Couples / pairs / duos | **Singular verbs** (AMI default; mashups always plural). **Opposite of Us Weekly** |
| Em dashes | **No surrounding spaces**—AMI Women's Group house-style deviation from AP (which uses spaces on both sides; see ap-compatible-quick.md + ap-compatible-condensed.md). **Opposite of Us Weekly**, which follows AP with spaces |
| Faith content | Word "God" permitted and encouraged—**only in pieces explicitly about faith**; never force into recipes, beauty tips, or unrelated content |
| 15 Health Tentpoles | Chronic conditions / menopause / cognitive health / healthy aging / bone health / heart disease / cancer screenings / vision and hearing / sleep / nutrition / fall prevention / urinary incontinence / medication management / caregiving / social engagement |
| Quality rules | Health claims cite board-certified physicians, RDs, or peer-reviewed research within 5 years. Recipes work exactly as written with common ingredients. Products under $20 that actually work |
| Other style | No Oxford / serial comma. Single quotes in heds. Italicize newspapers, magazines, films, books, TV shows, album titles, video games (not websites, news agencies, blogs, TV networks; podcasts get quotes). Spell out 1–9 in body; numerals 10+; ages always numerals; percent spelled out |
## 10.6 AP-Compatible
**Reference Standard:** *Associated Press Stylebook* | **Tiered structure:** Quick (~2K tokens) · Condensed (~12K tokens · recommended default) · Thorough (~25K tokens)
> See the [AP-Compatible overview]({{ "/docs/ap-compatible" | relative_url }}) for the cross-publication divergence table, when-to-use guidance, headline rules, and tier downloads. The three tiers are nested—Quick is a subset of Condensed is a subset of Thorough. Pick the tier that matches the use case.
| Tier | Page | Best for |
|---|---|---|
| Quick | [ap-compatible-quick]({{ "/docs/ap-compatible-quick" | relative_url }}) | Breaking news; high-volume batch; spot-check |
| Condensed | [ap-compatible-condensed]({{ "/docs/ap-compatible-condensed" | relative_url }}) | Recommended default for most articles |
| Thorough | [ap-compatible-thorough]({{ "/docs/ap-compatible-thorough" | relative_url }}) | Investigative, features, in-depth analysis |
**Cross-publication divergences worth flagging:**
- AP-Compatible: couples / pairs / duos = singular verb. **Us Weekly is the exception**—plural verbs for couples / pairs / duos
- AP-Compatible: em dashes use surrounding spaces on both sides (per ap-compatible-quick.md + ap-compatible-condensed.md). **Woman's World is the AMI exception**—em dashes have no surrounding spaces; Us Weekly follows AP
- AP-Compatible: no Oxford / serial comma (matches all McClatchy outlet styles)
**When to use AP-Compatible:** default for any McClatchy newsroom content where a more specific outlet style guide doesn't apply (US Weekly, Woman's World, Trend Hunter B2C). Local market style guides may override specific entries.
---
# 11. Layered Enforcement
> **Scope:** The conceptual model + machine-readable rules contract for layered style guidance enforcement across CSA. Defines how General → Persona → Format → Platform layers compose + how conflicts resolve. Companion deliverables: machine-readable schema, precedence algorithm, and conflict register at `_data/rules/`.
> See the full [Layered Enforcement page]({{ "/docs/layered-enforcement" | relative_url }}) for the conceptual model, worked examples, and reconciliation with the CSA backend's current Trust Hierarchy. See [Conflict Register]({{ "/docs/conflict-register" | relative_url }}) for every known cross-layer rule + override + resolution.
## 11.1 The Four-Layer Model
| Layer | Rank | Coverage |
|---|---|---|
| General | 1 (lowest) | Universal rules. AP-Compatible is the default backbone |
| Persona | 2 | Audience-specific overrides (§4 Personas) |
| Article Format | 3 | Format-specific overrides (§3 Article Formats) |
| Platform | 4 (highest) | Distribution-platform + per-publication overrides (§10 Platform Guidance) |
Default precedence (highest first): `[platform, format, persona, general]`. Lower (more specific) layer wins on conflict.
## 11.2 Engineering State (CSA backend, May 2026)
Per the engineering Confluence page **"How Style Guides Work"** (PGS, page 1949663238), the CSA backend currently **stacks** layers (no override semantics). The 4 stacked layers per engineering: L0 Constitution (journalism ethics, never overridden) · L1 Quality (AP style, anti-slop) · L2 Voice (Platform + Org voice guides—both stack) · L3 Editorial (per-article notes). Persona and Article Format are NOT separate layers in the current Composer. The `style_guide` field exists in the code "but is informational only and is NOT currently used to apply style guides automatically." National Team users (`@mcclatchy.com` not going through Platform Distribution) get only L0/L1 + maybe McClatchy corporate org voice—no platform-specific voice. The implementation gap is documented at length on the Layered Enforcement page §11.5.
## 11.3 Machine-Readable Artifacts
| File | Purpose |
|---|---|
| `_data/rules/schema.yaml` | Defines what a rule entry looks like |
| `_data/rules/precedence.yaml` | Resolution algorithm + tie-breakers + Composer extension proposal |
| `_data/rules/conflict-register.yaml` | Every known cross-layer rule + its overrides |
All three are downloadable from `/assets/sources/rules/` (same-origin, Cloudflare-Access-gated).
## 11.4 Cross-Publication Divergences (the "load-bearing" rules)
| Rule | AP-Compatible | Us Weekly | Woman's World | Trend Hunter B2C |
|---|---|---|---|---|
| Couples / pairs / duos | Singular | **Plural** | Singular | Singular |
| Em dash spacing | Spaces | **Spaces** | **No spaces** | **Banned** (em/en-dash not used in public-facing text) |
| Oxford / serial comma | No | No | No | No |
| Month abbreviation | Abbreviate 6+ letters with date (Jan., Sept., Nov.) | **Always spell out in full** | Spell out in full | Spell out in full |
---
*End of document—v1.9.18*