The Guardian has just launched a downloadable version of the newspaper called G24 reports press gazette
(courtesy of Lee Wilkins
Designed as 8-12 page pdf’s The Guardian’s Editor Alan Rusbridger says that it is designed for those people who are increasingly demanding about what they read and when they read it. Content changes throughout the day to ensure that it is as up to date as
In providing RSS-style content creation with conventional reading methods, The Guardian has tapped into a potentiall lucrative market.
As a good friend said to me the other day when discussing Orange Broadband, “yes the tube is dull, but there is only so much you can read on a 2″ screen” – and he’s a tech-savvy Telecomms Analyst!
How big a gap does G24 fill – A MASSIVE ONE!
Yahoo Subscriptions is ANOTHER beta for Yahoo to enter the world of RSS. They must be busy over there!
It presents readers (of sources with a paid-for subscription) with a search resource which enables them to search their subscriptions for content that would otherwise be unavailable due to the restricted-nature of the content.
i.e. if you have a subscription to 5 different news channels for example, you will be able to search for content without having to access each of the websites, log in then search.
As long as your subscriptions are logged with Yahoo Subscriptions, you should be able to search all your subs. as easy (and with as much accuracy) as the main Yahoo search. It’s an RSS-reader with login authentication already done!
For advertisers, this presents a GREAT opportunity to use RSS as a source of INCOME.
Why not run a free subscription trial to [tag]Yahoo Subscriptions[/tag] so that when other search results show up, your trial is also shown (above) enabling like-minded indivuduals to try your title as it appears alongside your competitors titles – or simply be the first to market!
If you are in a commonly-subscribed marketplace (like finance or technology for example) – if your content is good, your offer is great and you are listed on Yahoo Subscriptions, there is no reason why this cannot become a valuable and profitable sales channel.
Yahoo! Search is the latest new beta offering from Yahoo, offering searches for a varietyiof different media – like Google video but for audio (although there is clearly a Video tab too!).
Interestingly, you can add your own podcasts via rss by simply providing the link to your ‘cast.I like the idea that there is a specific source for audio and video (like Google video) but I am afraid that many people will become further distanced from RSS by the increased fragmentation of RSS sources.
One search for Audio, another for Video, another for blogs…another for “normal” searches…is it all getting too fragmented? Maybe we need to consider at what stage the volume users are at before we start to divide up the RSS world.
And another thing, why are Simply Red at the top of the most popular searches????
Micro Persuasion: CNET Rolls RSS Banner Ads runs a story on how E! entertainment has now started running RSS feeds inside their banner ads on CNET.
Like a news ticker, the headlines run at the bottom of the ad and clicking on them takes you to the relevant story on the [/tag]E![/tag] website.
Steve is slightly bullish about this, but I think this is GREAT! The more specific we can be to the indivudual, the better.
Their clicking on a story about a particular celeb, film or event speaks volumes for the areas of interest of the individual – and allows further landing-page ads to be targeted to that individual.
The actress, the film, the film genre, the brand etc. that are associated with the feed are early steps in understanding the individual and bring us one step closer to making the sale.
The feed itself creates the impression of urgency and hot news making previsouly bland banners more attractive (although you might argue that those companies using inanimate banners wouldn’t latch on to this technology until late anyway!), whilst clubs and associsations can run club-specific feeds on associated websites.
I think this is a rgeat innovation and will hopefully lead [tag]RSS[/tag] to stand for Really Specific Segmentation!
Tris Hussey makes some interesting observation about Robert Scoble’s views on full or partial RSS-feeds. Without going fully into each article, I believe that fukk or partial, ultimately, if one is to make money from a reader/viewer, marketeers need to respond to to the needs and motivations of that individual.
Some people read books by skimming, others read emails by subject title alone. Many people simply read the news in their agregators by catchy subject fields.
Other people (not me I’m afraid!) take the time to carefully manage their subscriptions such that they KNOW they will be interested in the FULL content of that publisher (ex. particular trade press feed). Equally, maybe some people read every feed and every email!
We need to find ad delivery methods which are adjustable to EVERY type of reasder in the same way that we can personalise digitally printed direct mail.
BUT, my main point is this and Robert hit the nail on the head:
“If you want to make money in this new world you are far more likely to do so by working with your best customers to find new ways to build audiences and serve better advertising toward them”.
In ANY marketing campaign, when things are tough, who do you turn to for extra revenue? Your existing customers. You remail them, you send your top customers further special offers, you increase exposure at locations your core market attend.
In short, you work more closely with your best customers and make it easier and more beneficial for them to buy from you.