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RSS as a Change Agent


To better understand how RSS is changing the way companies and individuals deliver and consume content on the macro scale, let us first remember how content is traditionally delivered and consumed.

People subscribe to e-mail newsletters or e-mail update services to get content delivered directly to their inboxes. It's (or better yet, was) convenient, easy and simple.

But, in order to get content delivered to their inboxes, they must first reveal their e-mail addresses, which are basically ID numbers that allow anyone who knows them to send whatever they like to these ID numbers.

In a perfect world people would only receive the content that they requested and only from the people that they wanted to hear from --> the people that can provide them with relevant information, specific to their interests and current situation.

But this is not a perfect world.

Since the "ID number" allows anyone to contact anyone, people have very little control over who actually does contact them and what information they send them.

In a way, it's a "perfect democracy" that just doesn't work. Because, in reality, we don't want to hear from everyone that thinks they have something to say to us. In reality, we only want to hear from a very limited circle of people and receive very limited types of content categories.

But, for the sake of the argument, let's presume that we are actually getting information only from the people that we want to hear from. Unfortunately these people still have the power to send us whatever information they like, not just the information we want to receive from them. Basically, they have the power to push any kind of content to our e-mail inboxes.

We can either unsubscribe, if they give us this opportunity, from their e-mail service or continue to receive their content as it is. One of the problems with this is that unsubscribing can be a rather tedious process, definitely not a two-click affair, and some people even doubt that the unsubscribe feature will actually work.

This is our reality.

We are, more or less, forced to receive content we mostly don't want to receive, and for the content that we do want to receive, we also have to put up with much information we don't want to get.

This is the "democratic" nature of e-mail and many marketers and publishers have been abusing it for a long time. It's not the medium's fault of course; it's just that people are who we are.

And now enter RSS in to the picture, a "new" channel that users need to proactively add to their content consumption mix, including proactively adding content publishers they want to hear from, thus eliminating the "democracy" of e-mail, conversely, limiting our "content diet" only to the publishers we actually want to hear from.

But there's more.

One of this channel's characteristics is that it's extremely easy to remove content publishers you don't want to hear from.

Now, all of us have very limited time for online content consumption. It's always been this way, but with e-mail content consumption we usually don't even bother ourselves with unsubscribing from the content we don't want to receive, since we already receive hundreds of SPAM e-mails per day anyway, so why bother with unsubscribing from a few e-mail lists and the few additional e-mails we receive per week. Most people don't even know anymore what they subscribe to since they have no unified view of all of their e-mail subscriptions.

However, this new channel, RSS, is quite different. Here you have an exact view of what you subscribe to. You see exactly which content publishers are on your list and you can remove any of them immediately, without even a second thought. It's quick, easy and comfortable.

Compare this with the relative difficulty of unsubscribing from e-mail lists, and even with the e-mail mindset where you just don't care to be bothered anymore with unsubscribing, since you don't have a view of what you subscribe to anyway.

This new channel takes the democracy right out of content delivery for publishers and brings it back for end-users.

If RSS content publishers want to keep and grow their readership, they cannot afford to do the things they could have easily been doing with e-mail.

Instantly, all the content needs to be highly relevant. You can no longer afford to send out blatant advertising messages or too much content that is of little interest to your target audience. If you want to survive you need to tailor all of your content specifically to the needs of your target audience.

RSS content delivery must in nature be more relevant than content delivered by e-mail.

RSS content publishers know this and most are providing exactly this, very relevant content, usually more relevant than what most e-mail publishers are doing, since they are taking in to consideration the specific characteristics of the channel.

And there are more publishers like this every day. And eventually, even those that use both e-mail and RSS to deliver content, change the way they are delivering content using e-mail. Their entire content production becomes more relevant to the user's needs.

It's quite easy to imagine the larger-scale implications of this.

Since more and more publishers are starting to offer more relevant content, that also raises the bar for other content publishers, even those not using RSS.

Our expectations are increasing every day. We are no longer content with mediocre content, we actually expect and even demand more relevancy.

And so the circle is completed.

Early RSS publishers have started raising our expectations of what to expect from internet content and have thus affected our internet content consumption habits. Users, in affect, are starting to demand more, which in turn forces other publishers to comply with the increased demands.

This process has just begun and still has a long way to go, but it has begun and will not stop.

Copyright 2005 Rok Hrastnik

Rok Hrastnik is the author of »Unleash the Marketing & Publishing Power of RSS«, acclaimed as the best and most comprehensive guide to RSS for marketers by leading RSS experts. The complete guide on RSS for marketers: http://rss.marketingstudies.net/index.html?src=sa12


TODAYS NEWS BY OFFICEJAX FREE ADVERTISING AND AD EXCHANGE SOLUTIONSMORE RESOURCES updated Mon. October / 14 / 2019

Happy 25th year, blogging. You’ve grown up, but social media is still having a brawl - The Guardian
Happy 25th year, blogging. You’ve grown up, but social media is still having a brawl  The Guardian

Farewell to the blog - Politico
Farewell to the blog  Politico

G.O.P.-Led Senate Panel Affirms Russia Attacked Election, and Urges Action - The New York Times
G.O.P.-Led Senate Panel Affirms Russia Attacked Election, and Urges Action  The New York Times

The Rise and Demise of RSS - Motherboard
The Rise and Demise of RSS  Motherboard

What Is an RSS Feed? (+Examples and Instructions for Getting Started) - G2
What Is an RSS Feed? (+Examples and Instructions for Getting Started)  G2

As Microsoft moves more blogs off its MSDN and TechNet sites, here's how to stay current - ZDNet
As Microsoft moves more blogs off its MSDN and TechNet sites, here's how to stay current  ZDNet

NetNewsWire 5.0 RSS Reader Rebuilt from Scratch, Now Free and Open Source - WP Tavern
NetNewsWire 5.0 RSS Reader Rebuilt from Scratch, Now Free and Open Source  WP Tavern

Track RSS Feeds (Yes RSS) with Feedly – ProfHacker - Blogs - The Chronicle of Higher Education
Track RSS Feeds (Yes RSS) with Feedly – ProfHacker - Blogs  The Chronicle of Higher Education

WordPress vs. Wix: What's the Best Website Platform for Manufacturers? - ThomasNet News
WordPress vs. Wix: What's the Best Website Platform for Manufacturers?  ThomasNet News

Mohan Bhagwat, 6 Other RSS Functionaries Join Twitter - Outlook India
Mohan Bhagwat, 6 Other RSS Functionaries Join Twitter  Outlook India

Wanted: An enemy for RSS to help BJP grow in Tamil Nadu - Times of India
Wanted: An enemy for RSS to help BJP grow in Tamil Nadu  Times of India

'Ideology of socialism is not different from ideology of the RSS … People have reposed faith in BJP leadership' - Times of India
'Ideology of socialism is not different from ideology of the RSS … People have reposed faith in BJP leadership'  Times of India

Reform suggestions for Rashtriya Swayamsevak Sangh - Times of India
Reform suggestions for Rashtriya Swayamsevak Sangh  Times of India

Increase Your Business Visibility with These 4 LinkedIn Tools - Business 2 Community
Increase Your Business Visibility with These 4 LinkedIn Tools  Business 2 Community

My RSS feeds from a decade ago, a snapshot of gadget blogging when that was a thing - Boing Boing
My RSS feeds from a decade ago, a snapshot of gadget blogging when that was a thing  Boing Boing

Why Gurumurthy and RSS need a worldview - Economic Times
Why Gurumurthy and RSS need a worldview  Economic Times

Kibbles 'n' Bits 2/6/19: I have seen the Snappening and it is an RSS feed - Comics Beat
Kibbles 'n' Bits 2/6/19: I have seen the Snappening and it is an RSS feed  Comics Beat

A checklist: 5 steps toward better blogging | 2019-08-31 - grbj.com
A checklist: 5 steps toward better blogging | 2019-08-31  grbj.com

Growing Your Blog Using Email Marketing - Business 2 Community
Growing Your Blog Using Email Marketing  Business 2 Community

The 10 Most Important SEO Strategies For Your WordPress Blog in 2019 - Forbes
The 10 Most Important SEO Strategies For Your WordPress Blog in 2019  Forbes

Security Bloggers Network - Security Boulevard
Security Bloggers Network  Security Boulevard

What is RSS? And Is It Still Important? - Small Business Trends
What is RSS? And Is It Still Important?  Small Business Trends

“The Linux of social media”—How LiveJournal pioneered (then lost) blogging - Ars Technica
“The Linux of social media”—How LiveJournal pioneered (then lost) blogging  Ars Technica

RSS Feeds and How To Burn Them - Business 2 Community
RSS Feeds and How To Burn Them  Business 2 Community

When Chidambaram was home minister and Narendra Modi & Amit Shah faced probes - Times of India
When Chidambaram was home minister and Narendra Modi & Amit Shah faced probes  Times of India

Australian and British bloggers held in Iran named - BBC News
Australian and British bloggers held in Iran named  BBC News

Five years after Google conquered and abandoned RSS, the news-reader ecosystem is showing green shoots - Boing Boing
Five years after Google conquered and abandoned RSS, the news-reader ecosystem is showing green shoots  Boing Boing

9 Places to Share Your Blog Feed to Automatically Update Your Social Media Contacts - Search Engine Journal
9 Places to Share Your Blog Feed to Automatically Update Your Social Media Contacts  Search Engine Journal

How to Get the Most Out of Discord - Gamasutra
How to Get the Most Out of Discord  Gamasutra

Rohit Sharma: The art of scoring runs with laziness and effortlessness - Times of India
Rohit Sharma: The art of scoring runs with laziness and effortlessness  Times of India

Akshay Kumar's string of successes invokes the dominant national mood of post-2014 India - Times of India
Akshay Kumar's string of successes invokes the dominant national mood of post-2014 India  Times of India

A Few Simple Benefits of Using An RSS Feed - Business 2 Community
A Few Simple Benefits of Using An RSS Feed  Business 2 Community

Bob Whitaker's Blog - NASA Historian considers Kerbal Space Program - Gamasutra
Bob Whitaker's Blog - NASA Historian considers Kerbal Space Program  Gamasutra

Joris Dormans's Blog - Unexplored 2 Dev Blog: Tiles to Curves - Gamasutra
Joris Dormans's Blog - Unexplored 2 Dev Blog: Tiles to Curves  Gamasutra

What matters more in academia: scholarship, or untrammelled fealty? The curious case of 're-evaluating' Romila Thapar - Times of India
What matters more in academia: scholarship, or untrammelled fealty? The curious case of 're-evaluating' Romila Thapar  Times of India

Iuliana U's Blog - Crowdfunding Without A Graphic Designer - Gamasutra
Iuliana U's Blog - Crowdfunding Without A Graphic Designer  Gamasutra

NetEase drives mobile games business in Japan while Tencent builds presence in emerging markets - Gamasutra
NetEase drives mobile games business in Japan while Tencent builds presence in emerging markets  Gamasutra

Why All Of Our Games Look Like Crap - Gamasutra
Why All Of Our Games Look Like Crap  Gamasutra

'Mommy bloggers' study reveals factors that drive success in social influencer marketing - EurekAlert
'Mommy bloggers' study reveals factors that drive success in social influencer marketing  EurekAlert

Is Rahul Gandhi on the same page as Imran Khan? - Times of India
Is Rahul Gandhi on the same page as Imran Khan?  Times of India

Happy 14th Blogiversary To Ann Althouse! - Outside The Beltway - Mobile Edition
Happy 14th Blogiversary To Ann Althouse!  Outside The Beltway - Mobile Edition

How Rahul Gandhi exposed himself to criticism in the last 3 days - Times of India
How Rahul Gandhi exposed himself to criticism in the last 3 days  Times of India

Svyatoslav Cherkasov's Blog - Porting Graveyard Keeper to consoles and mobiles - Gamasutra
Svyatoslav Cherkasov's Blog - Porting Graveyard Keeper to consoles and mobiles  Gamasutra

Why Narendra Modi govt could scrap Article 370 - Times of India
Why Narendra Modi govt could scrap Article 370  Times of India

Claire Sh's Blog - I don't hate social media... - Gamasutra
Claire Sh's Blog - I don't hate social media...  Gamasutra

Uncommon Blogging Tactics Are Highly Effective, New Study Shows - Search Engine Journal
Uncommon Blogging Tactics Are Highly Effective, New Study Shows  Search Engine Journal

Accept or not, Chandrayaan-2 has proved the existence of God again - Times of India
Accept or not, Chandrayaan-2 has proved the existence of God again  Times of India

Pippin Barr's Blog - What Would Mavis Beacon Do? Punish You. - Gamasutra
Pippin Barr's Blog - What Would Mavis Beacon Do? Punish You.  Gamasutra

Ahmed Khalifa's Blog - Level Design Patterns in 2D Games - Gamasutra
Ahmed Khalifa's Blog - Level Design Patterns in 2D Games  Gamasutra

Why Jeff Bezos Went to Medium With His Message - The New York Times
Why Jeff Bezos Went to Medium With His Message  The New York Times

The Kargil variant - Times of India
The Kargil variant  Times of India

Scientific American Blogs Reminded People They Still Exist - By Scaremongering Vegetables And Promoting Supplements - Science 2.0
Scientific American Blogs Reminded People They Still Exist - By Scaremongering Vegetables And Promoting Supplements  Science 2.0

How to become a science blogger – your 4-step guide - Nanowerk
How to become a science blogger – your 4-step guide  Nanowerk

Next step: A West Bank in Kashmir? - Times of India
Next step: A West Bank in Kashmir?  Times of India

How to Make a Casual Mobile Game: Uprising - Project Structure - Gamasutra
How to Make a Casual Mobile Game: Uprising - Project Structure  Gamasutra

Modi's Guruvayur doctrine divides nation on geographical & religious grounds - Times of India
Modi's Guruvayur doctrine divides nation on geographical & religious grounds  Times of India

What will Amit Shah do next? - Times of India
What will Amit Shah do next?  Times of India

Louis McTague's Blog - The Importance of Definitions in Game Design - Gamasutra
Louis McTague's Blog - The Importance of Definitions in Game Design  Gamasutra

Stanislav Costiuc's Blog - Bloodborne: What Defines Responsive Controls - Gamasutra
Stanislav Costiuc's Blog - Bloodborne: What Defines Responsive Controls  Gamasutra

Start RSS Feeding Content Today With dlvr.it to Social Media [How-To] - Rocks Digital
Start RSS Feeding Content Today With dlvr.it to Social Media [How-To]  Rocks Digital

Brandon Sheffield's Blog - Dreamcast 20th anniversary interview extravaganza - Gamasutra
Brandon Sheffield's Blog - Dreamcast 20th anniversary interview extravaganza  Gamasutra

Damien Yoccoz's Blog - How To Create A Perfect Localization Kit - Gamasutra
Damien Yoccoz's Blog - How To Create A Perfect Localization Kit  Gamasutra

5 Social Media Blogs That You Need To Know About In 2019 - Forbes
5 Social Media Blogs That You Need To Know About In 2019  Forbes

Will poaching legislators help or harm BJP? - Times of India
Will poaching legislators help or harm BJP?  Times of India

Welcome to Starts With A Bang! - ScienceBlogs
Welcome to Starts With A Bang!  ScienceBlogs

Tips & Tricks to manage Open Game Development - Gamasutra
Tips & Tricks to manage Open Game Development  Gamasutra

Chris Zukowski's Blog - The best slides I saw at GDC 2019 - Gamasutra
Chris Zukowski's Blog - The best slides I saw at GDC 2019  Gamasutra

On surviving Yahoo Pipes, Feedburner futures, and the subscription web - Diginomica
On surviving Yahoo Pipes, Feedburner futures, and the subscription web  Diginomica

Five cool things about the design of Dragon Bridge - Gamasutra
Five cool things about the design of Dragon Bridge  Gamasutra

Max Pears's Blog - Shape Theory in Level Design - Gamasutra
Max Pears's Blog - Shape Theory in Level Design  Gamasutra

Those tiny drops that make our rainbow - Times of India
Those tiny drops that make our rainbow  Times of India

BJP plays the long game: Reclaiming the 'Idea of India' for the next century - Times of India
BJP plays the long game: Reclaiming the 'Idea of India' for the next century  Times of India

The age of Hinduness: Modi has disavowed hard Hindutva for the humanism of 'Hinduness' - Times of India
The age of Hinduness: Modi has disavowed hard Hindutva for the humanism of 'Hinduness'  Times of India

As Article 370 goes down, so does the opposition? - Times of India
As Article 370 goes down, so does the opposition?  Times of India

Best blogging platforms of 2019 - TechRadar
Best blogging platforms of 2019  TechRadar

An enigma called Rahul Gandhi - Times of India
An enigma called Rahul Gandhi  Times of India

What Happens When Game Artists Design a Mural - Gamasutra
What Happens When Game Artists Design a Mural  Gamasutra

The Future is Bloodless! China Bans Blood in Video Games - Gamasutra
The Future is Bloodless! China Bans Blood in Video Games  Gamasutra

How single leaders will define the 2019 election: They could be decisive in battles for more than a third of the Lok Sabha seats - Times of India
How single leaders will define the 2019 election: They could be decisive in battles for more than a third of the Lok Sabha seats  Times of India

2 women show us the power of personal choice - Times of India
2 women show us the power of personal choice  Times of India

Meet some of Charleston's most popular bloggers and social media influencers - Charleston Post Courier
Meet some of Charleston's most popular bloggers and social media influencers  Charleston Post Courier

More Than 50,000 NSFW Tumblr Blogs Were Archived by the Partiko Team This Week - PRNewswire
More Than 50,000 NSFW Tumblr Blogs Were Archived by the Partiko Team This Week  PRNewswire

Words as weapons of violence- none can beat the seculars - Times of India
Words as weapons of violence- none can beat the seculars  Times of India

Like NRC, the Citizenship Amendment Bill is flawed in conception. Proceed with caution - Times of India
Like NRC, the Citizenship Amendment Bill is flawed in conception. Proceed with caution  Times of India

Await the Ayodhya verdict: Why orchestrated attempt to pre-empt the judicial verdict subverts the rule of law - Times of India
Await the Ayodhya verdict: Why orchestrated attempt to pre-empt the judicial verdict subverts the rule of law  Times of India

Jan Benes's Blog - Optimizing Project Hospital - Gamasutra
Jan Benes's Blog - Optimizing Project Hospital  Gamasutra

Vasburg E''s Blog - Don't Browse ArtStation Too Much - Gamasutra
Vasburg E''s Blog - Don't Browse ArtStation Too Much  Gamasutra

FAQ on a bill (S1629) proposing The Protecting Children from Abusive Games Act - Gamasutra
FAQ on a bill (S1629) proposing The Protecting Children from Abusive Games Act  Gamasutra

A climate of fear: It helps autocracy – but those who disagree should persist past our cowardice - Times of India
A climate of fear: It helps autocracy – but those who disagree should persist past our cowardice  Times of India

Why Google killed off Google Reader: It was self-defense - GigaOM
Why Google killed off Google Reader: It was self-defense  GigaOM

Matias Kindermann's Blog - Designing Catch Huntermann, World's Best Detective - Gamasutra
Matias Kindermann's Blog - Designing Catch Huntermann, World's Best Detective  Gamasutra

Breath of the Wild Open World Analysis: Gravity to go Forward - Gamasutra
Breath of the Wild Open World Analysis: Gravity to go Forward  Gamasutra

Consoles are resilient for now, but cloud gaming will create new dynamics and competition - Gamasutra
Consoles are resilient for now, but cloud gaming will create new dynamics and competition  Gamasutra

Changes to Google Play's average ratings: what to expect and how to prepare - Gamasutra
Changes to Google Play's average ratings: what to expect and how to prepare  Gamasutra

Imran Khan's toxic tweet-tan-trums - Times of India
Imran Khan's toxic tweet-tan-trums  Times of India

How to come up with new game ideas - Gamasutra
How to come up with new game ideas  Gamasutra

From Air to Unity: The monstrous cloud editor under our bed - Gamasutra
From Air to Unity: The monstrous cloud editor under our bed  Gamasutra

Designing a planet-scale real-world AR platform - Gamasutra
Designing a planet-scale real-world AR platform  Gamasutra

Catherine Fox's Blog - Beyond A Steel Sky - Dev Diary #1 - Gamasutra
Catherine Fox's Blog - Beyond A Steel Sky - Dev Diary #1  Gamasutra

Diego Ricchiuti's Blog - Magic Arena is not Magic the Gathering - Gamasutra
Diego Ricchiuti's Blog - Magic Arena is not Magic the Gathering  Gamasutra

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