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The Future of RSS is Not Blogs
notepage writes "Blogs vaulted RSS into the limelight but are unlikely to be the force that sustains RSS as a communication medium. The biggest opportunities for RSS are not in the blogosphere but as a corporate communication channel. Even now, businesses that were initially reluctantly evaluating RSS are beginning to realize the power and benefit of the RSS information avenue. The inherent capacity for consumers to select the content they wish to receive will be the driving mechanism for keeping advertisements to a minimum and content quality consistent."
This is the old "push versus pull" marketing discussion. Are people tired of push communications, where their email inboxes fill up with garbage? Absolutely. But the real question is how to enact a "pull" distribution system that also sells stuff. The author seems to make the point for directly replacing newsletters and other corporate communications with RSS feeds. sounds good, but I don't think it's the complete picture. The basic problem is one of personality -- most corporate communications are about as personable as a TV commercial. Impersonal works great when you're mass-distributing the message, but from a pull standpoint I think the format and method of content creation will need to change, not just the technology. My two cents.
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Wow -
I guess it's true, pop will eat itself. Remember when "push" internet was all the rage? Well, we all knew it wasn't really "push" at all, more like a periodic polling of "channels" of information. For a while there, Internet Explorer had a "channel subscription" feature. And there were all sorts of silly little news-ticker applets you could download and install, and then configure to pull various topics to you.
Hey wow look! It's a brand new wheel! It's round like the old one, and goes round and round like the old one.
The inherent capacity for consumers to select the content they wish to receive will be the driving mechanism for keeping advertisements to a minimum and content quality consistent.
Except that this is the opposite of what most media-driven corporations are about. They want you to see ALL the ads, to the point where they want to make it illegal to skip over them.
Typically, they don't care so much about the QUALITY of the content, but its CONSISTENCY. Any decent webfarm can do that.
Look at Coca-Cola or Pepsi or Sony. They want to bombard you with ads, over and over again, forever. They're not going to allow you to select only the ads with the hot chicks, or turn ads off after 9pm.
I want to delete my account but Slashdot doesn't allow it.
Something about this reminds me of the bad old days of Active Desktop and Netcaster, "push" technologies that were supposed to revolutionize the way people worked on the Internet - and quickly faded into obscurity.
Corporate RSS can work, but it needs to be less annoying than push technologies were. The problem is that once RSS gets integrated into Longhorn everyone and the dog will use it just like "push" technologies - "pushing" annoying ads into everyone's faces and "pushing" the signal to noise ratio down into nothingness.
keep advertising to a minimum? I think not. The best we can hope for is far more targetted ads...
You say that with resignation, like it's a bad thing. Would you rather that the people who actually produce all of the content that everyone wants have no way to cover the costs of their efforts, obtain health insurance, or go on a vacation once in a while? Everyone seems to want some ad-free, subscription-free paradise where they get all in the info and entertainment they could ever want, packaged up just for them, at no cost. It's not just that it's unrealistic, it's that it suggests a serious disconnect between the people that consume things and the realities of producing/distributing what they consume, and what it takes to allow talented, dedicated people to dedicate their waking hours to creating it. Targeted ads are probably one of the very best approaches to keeping the content producers happily producing without everything being subscription-based and/or DRMed past some threshold of pain. And the more targeted, the more likely it is to be the ideal mix for everyone involved.
Don't disappoint your bird dog. Go to the range.
So, the author (who sells RSS software) suggests that companies create PR/advertising feeds and that people will sign up for them? Interesting. Not very different from email lists except that customers could actually unsubscribe. Great for the customers, and legit opt-in businesses stop looking like spammers. I don't think I'll be signing up for them, but I'm sure someone will want to subscribe to Best Buy's marketing list.
But that's totally different than most blogs. Blogs are about self-publishing for people that don't create full websites. They're not for advertising a business unless the business can't afford a cheap webmaster.
Blogs as content sources and RSS as advertising feeds have totally different purposes. One won't replace the other, because they don't do the same thing.
And RSS won't help content publishers (like many bloggers and newspapers) because it circumvents advertising. Great for the customer, bad for the revenue stream. Unless you build so much trust and traffic through RSS that you get more traffic to your website. But how do you advertise the RSS feed to people that don't visit your website?
Personally, I don't see RSS being that revolutionary. But then I'm not selling it.
End rambling.
Coming up on Slashdot: noted blog pundits and blogebrities alike blog their blogs out about this news that the blogosphere might be bloginalized! Blogs everywhere rise up in blogtest against this antiblog corporate movement to co-blog-opt RSS!
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Let's see--it's an article on how RSS is the future of business communication, hosted on a site that sells business RSS services, written by the site's owner, and submitted to Slashdot by the author.
Then fed to me via Slashdot's RSS feed.
Yep, that's the future of advertising via RSS if I ever saw it.