individuals look for more control over the content and
news they receive in an increasingly fragmented media
marketplace, new solutions for managing “information
glut” are arriving. One of these solutions is RSS
(Really Simple Syndication). The basic benefit of this
technology is that readers can choose the media channels
from which they receive news updates online – offering
simple choices in both content and source.
technology resembles the old “push” technology of
PointCast, a promising idea in the mid-90s. PointCast
was a desktop tool that allowed users to identify
content and sources for updates. When the updates became
available, the new information was “pushed” onto their
One of the
problems associated with this technology was that the
program ate into the limited bandwidth and memory
resources available at that time. Most people were
connecting to the Internet via dial-up modems, and the
PointCast feeds were tying up the lines.
RSS, on the
other hand, gives the individual the power to choose
content, update timing, sources, etc. A reader is
required, which is a simple program that allows one to
set their choices and then searches the web for updates.
that RSS will assume a greater role as a content
delivery vehicle for business to business communication.
For example, instead of having a newsletter delivered
every month, you will have the opportunity to include
the Trylon Communications newsletter in your RSS program
and will be alerted when the new issue is available.
Similarly, you will be notified when new blog postings
that interest you go up on the web.
As with any
new technology, there will be kinks to work out and
adjustments to make. However, this ability to sort and
filter news and web content may offer a significant
benefit to those of us trying to keep track of the
avalanche of news and content that is pouring off the
web every day.
If you would
like more information on RSS, there is a good resource
directory that can be accessed by