RSS Reader Branding PDF Print E-mail
Written by Graydon   
Sunday, 10 September 2006
The current issue of Business 2.0 (Vol 7, Issue 8, Sept 2006) has an article about the NY Times and their online ventures.  In it, Martin Nisenholtz (Senior VP for Digital Operations) seems to lament the poor traffic that is driven from RSS feeds...
"RSS is still very techie," he says... "Most people outside the business are totally unaware of it."
I smell some an opportunity...
Why?  Because he's right.  RSS feeds have been around for a while, but they still aren't the easy things to setup and manage on the reader's end.  So, if you are the NY Times and want to get the most out of the RSS system and help your readers get more out of their online experience what do you do?
Team up with an existing RSS reader service / company and develop a NY Times branded reader that upon "installation" is pre-set with all of the feeds from the NY Times pre-sorted in general categories (US News, International News, Business, Technology, etc...)
But don't make some bone-headed backlash wanting moves like blocking the ability to add other feeds.  Encourage and make it easy for users to add feeds.  Suggest other sources of feeds and make it easy to add them.  Help bring your readers to the next level... all through your customized and branded feed reader.
But wait you say... this will bastardize my other online offerings where I want them to pay for online access... BS.  All of your "premium content" that they would have to pay for online would have it's own "sample" feed so that you could continously temp them with offerings... to the point they decide to sign-up, pay the fee and get the full content delivered to their desktop in, you guessed it, their NY Times branded reader.
So, where's the opportunities?  It's there for the NY Times... but also for the first RSS reader company that goes knocking on Martin's door with this great service that will help turn their RSS casual readers into RSS premium content subscribers.
Last Updated ( Thursday, 22 March 2007 )
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