A voice that's yours, under a byline that's real
Every domain writes in a voice you set - tone, reading level, point of view - and publishes under a real named byline, in any language with the same voice system in each.
The first thing a reader notices about a machine-written site is that every article sounds the same. I set the voice per publication and put a real name on every piece because that is how my own sites had to read.
Describe the voice, don't pick one off a list
There is no fixed set of house styles to choose between. You describe the voice you want in your own words, name the audience it is written for, and the newsroom writes to that description from the first article.
Two more controls sit alongside it: your own banned words, and standing instructions the writer is given on every article.
Every dial is yours
Tone, reading level and point of view are preset pickers on every plan - dial them until an article reads like your publication wrote it, not a generic model with the volume turned down.
Worth knowing where the line is: voice settings are instructions to the writer, not filters applied afterwards. The no-em-dash rule and the link allowlist are enforced in code once the draft comes back; a banned word is not, so one can still slip through.
Real named bylines
Articles publish under a real named byline, never an anonymous staff tag, and every domain names one editor of record who is accountable for it.
Name as many authors as you like per publication and pick the byline per article in the editor. Leave it unpicked and the article publishes under the domain's editor of record.
Any language, one voice system
Mastheads writes in any language, for any country - written in the language directly, never translated from English. In the markets we curate it also writes the way that country's newsrooms write; elsewhere it writes the language plainly rather than faking a style it does not know.
The same voice system - templates, dials, bylines - carries into every language a domain runs, so a German domain and an English one read with equally deliberate craft.
Read my site's voice
One press reads a handful of your site's own longest pages and proposes the voice dials from them - tone, reading level, point of view, audience, banned words, standing instructions - with the numbers behind the proposal beside the same numbers for the articles we have published there, so the drift is a figure and not a feeling.
Proposed, never applied: each dial has its own Apply, and nothing changes until you press it. The authored dials, audience, banned words and standing instructions, apply on the plans that include a custom voice. Search Console-verified domains only, because it reads your site.