Software for a content-aggregation website generates a first representation of interests for a geographical location. The representation includes a plurality of entities that are derived from a corpus of documents. Each of the plurality of entities is associated with an expected value that is based on engagement signals from users in the geographical location and that is weighted using a sparse-polarity approach to be discriminative with respect to other entities. Each of the ingested articles is represented by the second representation that associates an aboutness score with each of the plurality of entities. The software uses the first representation, a similarity measure, and a second representation to create rankings of a plurality of ingested articles received. Then the software receives a request for access to the content-aggregation service from a new user from the geographical location and serves the new or infrequent user a content stream based on the rankings.