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The Mrytle Beach Herald Achieves Another First

Chapel Hill, NC, June 06, 2007 --( The Myrtle Beach Herald, one the Southeast’s most progressive newspapers, has become the first U.S. news publication to assign UV scores to its news stories and columns.

What is a UV score, and what is its purpose?

UV stands for Understanding Value, an innovation of Understanding Corporation (UC), an entrepreneurial software company based in Chapel Hill, NC. By knowing what a UV score means and how to apply it, the author of any text will be able to write so that his/her target audience will have a higher probability of understanding that text.

The UV scoring process is UC’s proprietary measurement system. The system uses the UV scale as a unit of measure to score text and people’s ability to understand text.

Understanding Corporation’s Text Master™ software accurately determines text difficulty and assigns a UV score. Text Master identifies long, difficult sentences and determines the difficulty of words in the text based on how often each word appears in the English language and on its number of syllables. Based on these two factors, Text Master assigns a UV score to any text.

UC’s Lit Master™ program uses an assessment tool that has worked successfully in the academic field for decades. This proven system accurately determines individual reading achievement levels. The reading-level assessment tool uses the same UV scale described above.

When an author aligns his/her text’s UV level with that of the target audience, he/she increases the probability that the audience will understand the message.

“Too much of what we read today does not clearly and effectively communicate the message that the author intended. Much of this stems from the fact that too often one of the writer’s objectives is to impress his or her audience with their command of the English language. And, in attempting to build supporting rationale for main points, the author often makes it more difficult for the reader to understand the message,” noted Greg Everett, President and Publisher of the Myrtle Beach Herald.

"I was introduced to this company last fall. I was so excited about it that I invested in the technology. I immediately saw that it would be helpful to the Myrtle Beach Herald and to its many fine readers. I am integrating the Text Master tool into our processes at the Herald because I want to ensure that every story and column we publish is written in a manner that will ensure optimum understanding by our readers. Using Text Master will assist us in avoiding long, overly complex sentences and difficult words and help to establish standards for clarity in everything we publish,” he added. Visit to see the UV scoring in action.

Understanding Corporation’s solutions are capturing the interest of other leading-edge organizations. Learn more about UC’s products at

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Understanding Corporation
Patrick Donahue

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