Blogs and podcasts (see my earlier posts if necessary) would be nothing without aggregator software. In the case of blogs, these applications and sites (I use Bloglines) are also known as RSS Readers. These applications enable you to “subscribe” to a particular blog or podcast; and, thus, to quickly scan a summary without having to troll the sites from which they originate. On the podcast side of things, it’s the integration with RSS that enables the audio files to be relatively-automatically uploaded to one’s MP3 player (iPod).
Now that marketers are facing the music that web browsers (the people) are increasingly embracing the popularity of blogs, the forward-thinking amongst them are branding their own RSS Readers for the user’s convenience and for the additional impressions that branded RSS Readers can deliver to the marketer’s brand. Companies like Newsgator and Consenda are providing the software.
Thus, Pamela Parker’s ClickZ column, “The Great RSS Reader Bandwagon.”