The company got its start in 2007 as StatSheet, which generates news stories from raw feeds of play-by-play data from major sports events. The company generates advertising on its own website and is now beginning to sell its services to other organizations for sports and real estate news. “Over the next 12 to 24 months, every media property will need some automation strategy,” Frederick told AFP. To mimic the effect of the hometown newspaper, the company generates articles with a different “tonality” depending on the reader’s preference or location. “If it’s not in the data, we can’t say anything about it. We’re very aware of that, but more of what goes on is data-driven,” Hammond said.