Google, the premier internet search engine is fast becoming one of the favored sources of news on the net. Now, rather than requiring users to visit the Google News website, Google is delivering information via RSS (Really Simple Syndication) and Atom formats. Using XML (Extensible Markup Language), RSS and Atom formats enable users of aggregation software, commonly called RSS readers, to select topics and receive all available articles currently in publication that are related to that topic.
RSS is a media delivery format that has excited me for many years. Not only is the format convenient for readers, it’s a simple process for publishers to create an RSS feed, especially from a blog. In fact, most blogging software will automatically create an RSS feed, which can be directly accessed by readers.
The current grail sought by digital marketers is a technology that will easily enable the insertion of interstitial and integral advertisements into RSS feeds and their constituent articles.
I’ve found the most convenient RSS/Atom reader is the Feedview extension for Firefox, a free download from Mozilla’s website. Using Feedview and Firefox’s toolbar-level bookmarks, I can keep access any of my two dozen or so favorite RSS feeds with only a couple of mouse clicks. This is a much faster way of accessing the current news reports than visiting an equal number of separate websites.
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