But Rick Klau, vice president of business development at Chicago- based FeedBurner, which provides Web-based tools for RSS publishers, said, "Based on growth we're seeing, we think the penetration will be significant double digits next year and could be 50 percent in 2007."
What is this technology and how does it work?
RSS is short for Really Simple Syndication, a technology standard for publishing regular updates to Web-based content.
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Content is viewable through an RSS reader or aggregator, such as the one built into the popular Firefox browser; desktop readers such as FeedDemon for the PC; NetNewsWire for the Mac, and the CNET Mobile Reader for using a cell phone or mobile device.
The potential of RSS is reflected in the plans of Microsoft to include support for display of RSS content in its new Vista operating system due next year.
Why do Web users care?
Klau said people have less time to visit Web sites of interest to them and need a way of knowing when content is updated. RSS-based media overcome these problems.
RSS is almost like TiVo for Net.
"RSS lets me select which Web sites I want to read, then delivers their updates to me directly so that I can read them when I want to," Klau said. "It combines the benefits of the Web -- frequent updates, wide availability -- with the convenience of e-mail -- individual delivery."
Because RSS cannot be used to mine personal information, it has an added advantage of avoiding spam and spyware concerns that have frustrated Web and e-mail users, he said.
"The biggest win for both publishers and advertisers is exposure to this collection of targeted consumers. Each subscriber is someone who's opted into communications from the publisher -- and it's this relationship that provides a tremendous opportunity for advertisers to present targeted information to a publication's subscribers," Klau said.
Author: Howard Wolinsky
Previous article: 03 August 2007
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