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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
MORE RESOURCES updated Tue. October / 03 / 2023
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