Why news feed is growing while RSS has stalled: peers; on digital communications.(Digital)(Revenue Reconciliation System)

Advertising Age, November, 2008 by Rubel, Steve

Byline: Steve Rubel

Nothing is more humbling for a columnist than revisiting old writings and discovering how things change.

Anticipating an uptake in really simple syndication-or RSS-adoption, in June 2006 I urged media companies to offer full-text feeds. (Most sites offer only summaries.) My theory was that they would offset lost ad impressions via emerging RSS advertising platforms.

It took a while, but last month the U.K.'s Guardian became the first major newspaper to offer full-text feeds. They should be lauded. ...