Feedburner recently reported that they track around 60 million RSS subscribers. Even if we bump that number to 70 million RSS users (counting people that use RSS with other applications or platforms) this would still convert to a meager 5,4% of the Internet users around the world, as of today.

What is the takeaway message? Only a very small percentage of the Internet population is aware of the RSS format and its benefits, and that number is growing slowly over time.

By creating the RSS Awareness Day and celebrating it every year we should be able to get the general public exposed to this format, hopefully increasing the usage of RSS feeds and related applications among Internet users.

There's been a lot of discussion this weekend about the subscriber counts that have recently appeared in Reader's search results. Leaderboards have been drawn up, numbers are being compared and in some cases there's confusion as to how these numbers compare with other subscriber metrics. Additionally, we've made changes (some as recently as today) as to how counts are being calculated. This is probably going to be pretty boring unless you're a feed publisher, but we thought it would be best to explain things a bit. Here are the various numbers you may come across, and what they all mean:

Google subscriber counts: These numbers include subscribers across all Google services, including Reader, iGoogle, and Orkut. You can see them in Reader's feed search results (pictured below) and the Google Webmaster Tools. Additionally, our crawler reports them to the publisher each time we fetch the feed. Reader's feed search was recently showing stale and incomplete data, but as of today (October 15) the numbers should be the same everywhere.

There are more features to come, as Beta Bloglines is iterated on - including new options for saving, sending and sharing posts, as well as building link blogs, managing blog rolls, etc. Also coming soon is upgraded developer APIs. One of the more exciting future features from my point of view will be Personalization Preferences, allowing users to edit a feed or settings.

MyTimes, in other words, appears to provide much of the functionality that portals like Yahoo began offering circa 1996. If the Times had rolled the feature out in 1995, therefore, who knows where its online presence would be today--probably a good deal larger than the 14 million uniques it currently has. Unfortunately, MyTimes does not seem to offer much that a committed NYTimes.com browser could already find on the site, and its feature set as a start-page almost certainly falls short of those offered by Yahoo, Google, NetVibes, and the dozens of other "My" portals out there, at which most Internet users have already established a presence.

Text ads in feeds receive so little attention from readers that Google, which pursued its own trial, abandoned the experiment. Feed readers, the applications and sites on which geeky internet users scan news items, often do not support the graphical ads which brands prefer, closing off that avenue for a broker such as Feedburner.

So, why would Google pay such a high multiple, about 10 times revenues, for the startup? Probably, for the same reason it has developed Google Analytics: it is another way for Google to tie in independent online publishers. Feedburner provides an array of services to sites, such as email newsletter publishing, and the integration of external news and photos. It is more valuable as a publishing service than an ad broker.

FeedBurner will be working with AOL to manage hundreds of the company's RSS, podcast and video feeds consisting of news, sports and entertainment content. Additionally, all Time Warner properties including HBO, New Line Cinema, Time Inc. and Warner Bros. Entertainment can take advantage of FeedBurner's services. We like open floodgates around here, so long as the servers stay dry.

We'll be providing AOL with detailed analytics about how its content is consumed beyond the AOL Web site -- such as within widgets, in feed readers and on blogs -- to help them accurately measure influence wherever their content is consumed.

But the most significant changes are are under the hood. Instead of presenting a default set of content to new users to start them off, My Yahoo is now analyzing known data about the user (zip code from IP address and the areas of Yahoo that the user visits often) to create a customized version right at signup. So, for example, if the user tends to go to the Yahoo Movies property occasionally, a Yahoo Movies module will be auto added when they create a new My Yahoo account.

Publishers have been asking us to report the number of users that are subscribed to their feeds in Google Reader. This is something we've been wanting to do for a while, but with all the products that use feeds at Google, corralling the data in one place was like herding cats. So herd we did, and as of today, our crawler reports the number of Google users subscribed to the feed. The count includes subscribers from Google Reader and the Google Personalized Homepage, and in the future may include other Google products that support feeds.

Does Google Reader report subscriber counts?

Yes, Google Reader reports subscriber counts when we crawl feeds (within the "User-Agent:" header in HTTP). Currently, these counts include users of both Google Reader and the Google Personalized Homepage, and over time will include subscriptions from other Google properties.

The "User-Agent:" header of our crawler includes the name of our crawler ("FeedFetcher-Google") along with its associated URL, the subscriber count, and a unique 64-bit feed identifier ("feed-id"). You might see multiple requests for the same feed with distinct "feed-id" values. This happens if the same feed is referenced through multiple URLs (for example, because of redirects). In that case, you will need to sum up the subscribers to a feed that have distinct "feed-id" values to determine the total number of Google subscribers to the feed.

Below is an example of the contents of the "User-Agent:" header:

User-Agent: Feedfetcher-Google; (+http://www.google.com/feedfetcher.html; 4 subscribers; feed-id=1794595805790851116)

But perhaps more significantly, to develop a mashup, you already needed to be a programmer. Yahoo! Pipes is a first step towards changing all that, creating a programmable web for everyone.

Using the Pipes editor, you can fetch any data source via its RSS, Atom or other XML feed, extract the data you want, combine it with data from another source, apply various built-in filters (sort, unique (with the "ue" this time:-), count, truncate, union, join, as well as user-defined filters), and apply simple programming tools like for loops. In short, it's a good start on the Unix shell for mashups. It can extract dates and locations and what it considers to be "text entities." You can solicit user input and build URL lines to submit to sites. The drag and drop editor lets you view and construct your pipeline, inspecting the data at each step in the process. And of course, you can view and copy any existing pipes, just like you could with shell scripts and later, web pages.

Creating a new Pipe, however, is not for the wary. The mere volume of available options to both expand and narrow down hundreds (or thousands) of pieces of data, combined with the seemingly endless array of (sometimes rather ambiguous) input boxes for each and every module in the pipe, is likely to be daunting for the novice user. Therefore, the service is not likely to be something that the majority of Yahoo!'s everyday users are going to use, but more likely to attract the early-adopting, slightly more technical crowd.

Because of this, Pipes may take off among tech geeks and have enough meme power to remain in the collective consciousness for a while, but may not be able to become a hit trend anytime soon. Content publishers may also become wary of Pipes altering their relationship with the end user by allowing users to manipulate, reformat, and ultimately alter content as they so please. Mishmashing content from all around the web sounds like fun for the user, but some fear that it could decrease brand awareness and reduce webmasters' abilities to track content usage patterns.

The market share of US visits to Bloglines was 3 times greater than Rojo, its nearest competitive web-based feed reader. The chart below shows the traffic trend over the past year for the leading web-based feed readers. You can see that Google Reader has grown lately, but as of the week ending 1/13/07, it had only 1/13 of the market share of visits of Bloglines.

The result is the Reader Trends page, accessed via a link from the "Home" page. For example, it lets me see the spike in read items two days ago (the result of my New Year's resolution of staying on top of my 322 subscriptions). There are also my subscriptions sorted by various criteria, so I can see which I'm having trouble keeping up with. Each subscription has a unsubscribe icon next to it, which I've used for those that I decided were not worth keeping around.

If you have any New Year's resolutions about time management or are a chart geek like me, trends should be useful and fun. You may discover things about your reading habits that you didn't know.

I decided to educate Microsoft about the use of images licensed under Creative Commons and hosted by third-party sites by using the same tactics employed in its own fight against piracy, but with a little twist. I edited the Goatse image to remove depictions of anything that might be considered offensive, and placed the Creative Commons circle logo covering up the focus of the image. The modified image was meant to send a message to readers of the Internet Explorer team's blog that the new picture was out of place, and ensure quick corrective action from Microsoft. I was unsure how many employees in the software division would get the subtle reference to Microsoft's own anti-piracy efforts.

He wasn't pleased that Microsoft used his photo on a commercial site, without attribution. In addition, he said, the use of the photo violated the Flickr terms of service by not linking back to the site.

"Basically they stole one of my photos and put it on their blog," Kennedy said. "I decided to make them very aware of that fact."

Presumably, they are. The updated RSS Team post now concludes with an apology to Kennedy for the improper use, in addition to an apology to readers who saw the second image. What's your opinion of what Kennedy did? Was he justified? Should be interesting to see what people think of this one.

I'm sure that gets everyone 16 and under to laugh, but is that really the best way that Niall could have gotten the image taken down?

I don't think so. Unprofessional, especially for someone who used to work at Microsoft.

Remember Niall, maybe someday this Web 2.0 bubble will end and you might need to go back to a company and look for a job. I know that doesn't seem probable right now, but I've been there.

All versions of Pluck's RSS readers for Internet Explorer, FireFox and Pluck's web edition will be discontinued on 1/5/2007. The RSS Readers have served our community of end users well for several years, but with Pluck's focus in other business areas, the venerable RSS readers are set to be retired from our product line.

Over the next two months, you will have the opportunity to export your RSS feed subscriptions to other RSS readers of your choosing. Please visit the RSS reader support pages for details on how to export your subscriptions and bookmarks for use in other readers.

You have until 1/5/2007 to export your data, after which our servers will be turned off and your data will be deleted. Note that the Pluck RSS readers are not supported for use on the new releases of IE (version 7) and FireFox (version 2).

The Bloglines Browser Plug-In will enable you to use the Bloglines RSS aggregator from your browser and subscribe to RSS feeds with one click. The plug-in will be integrated into the RSS Aggregator functionality of your IE7 browser bar and will be accessible through the RSS Aggregator button in your IE7 browser bar. You will need to register with http://www.bloglines.com to use this plug-in.

Many of these newcomers become true brand loyalists. According to People Group Digital g.m. Fran Hauser, about 70% of PEOPLE.COM traffic comes in at the front door, which means a high share of the audience deliberately returns to the PEOPLE.COM URL rather than tripping into the site sideways, via article links at portals or blogs. "That's a special metric to us,” says Hauser. "It shows how loyal and engaged they are."

Some are downright FANatical. PEOPLE.COM traffic breaks into two distinct browsing types. "Grazers" pop in briefly for a headline check and a celebrity snap or two. "Enthusiasts" hit the site several times a day and rack up more than a dozen page views as they drill into article sections and slideshows. The design tries to capture both mindsets, with headlines and a ticker along the left well and large photo sets inviting you to browse.

Surprisingly, PEOPLE.COM execs are seeing ever more traffic coming from the site's RSS ( Real Simple Syndication ) feeds, which Google and Yahoo users now can add to their personalized home pages. The site gets about 2 million visits a month just from the RSS channel. Likewise, the celebrity blogs are becoming an important funnel of new traffic, if not always the final word. "We talk to a lot of consumers. They will go to the blogs to get a quick fix but we hear that they always come to PEOPLE.COM to see if [the story] is true," says Hauser.

The acquisition gives Six Apart both a feed reader and feed search engine. Rojo will help generate more pageviews, allowing Six Apart to further leverage its newly created advertising network covering LiveJournal Plus accounts and Vox. Six Apart may bundle the Rojo service with its licensed personal blogging service currently powered by TypePad. Six Apart currently licenses TypePad software to companies around the world such as Le Monde in France and Nifty in Japan. Rojo's software could be bundled into these licensing deals or command a higher licensing value for Vox when it is launched and ready for redistribution.

FeedBurner, which powers hundreds of thousands of blog, podcast and mainstream news feeds (including this one), is apparently being blocked by Chinese authorities. Here is a Yoda-esque loose English language translation of William Long's original post. William even used a proxy server to verify that the issue is with the Chinese, not FeedBurner. His subscriber count dropped from over a thousand readers to zero overnight.

As we've seen more types of information get syndicated, and as feeds are becoming used for multiple purposes, we've been growing concerned about the lack of controls on the distribution of personal data, especially through RSS. For example, you may want to allow your friends and family to subscribe to your blog but you'd prefer your posts not show up in search results.

Along these lines, we recently offered a new way to claim your own feeds and indicate whether you want your feed included or excluded from Blog & Feed search on Ask.com and Bloglines (for more information, read the blog post announcing our Publisher Tools). But this method only solves the issue at Bloglines and Ask.com, and it doesn't address user-created (as opposed to publisher-created) feeds, like flickr feeds, which can't be claimed. Clearly, there is a need for an industry-wide solution.

As a result, we are proposing (and have implemented) an RSS and ATOM extension that allows publishers to indicate the distribution restrictions of a feed. Setting the access restriction to 'deny' will indicate the feed should not be re-distributed. In Bloglines, we'll use this to prevent the display of the feed information or posts in search results or any other public venue. If other readers and aggregators use the information in the same way, and publishers of feeds, including services that let users create feeds, implement this standard, we could make significant progress toward making feeds truly safe for non-public information. We think that's a pretty cool idea.

Feedster, Inc., the leader in search and syndication of dynamic content, has announced today that Tyler Goldman will join its Board of Directors and become acting president. Mr. Goldman was previously Senior VP of Corporate & Business Development at Movielink, and founder and CEO of Broadband Sports, Inc. Former president, Chris Redlitz, left to pursue interests in earlier stage companies.

"Feedster is well positioned to expand its leadership in search and syndication." said Mr. Goldman. "With 41 million blogs and feeds being searched dynamically, Feedster provides consumers with the best way to leverage the constant flow of information that is being published on the web. Feedster is well recognized by the technology community as the leading search and syndication engine for dynamic web-published content, including blogs, news and podcasts, and is in the process of expanding this leadership position in newly emerging areas like images and video. As millions of users, publishers and other web-based entities continually generate a vast amount of dynamic content Feedster provides a comprehensive platform to search and syndicate content that is most relevant and timely."

We integrate directly with MySpace. All you need is a MySpace profile and NooZ does the rest. We get your photo, your display name, and automatically connect you to your friends. (Because of this, you must have a MySpace profile to use NooZ.)

We put a NooZ ticker on your MySpace profile. This is a flash widget that can display the latest item from ANY page on NooZ, such as the items you vote for, or any category, or even any RSS or Atom feed.

We let you see what your MySpace friends are reading. You can quickly check out items your MySpace friends submitted or voted for, both on NooZ.com and in a widget.

But there's a real difference between what Share Your OPML is doing and other ranking systems. SYO is completely objective and shows exactly what content people are actually reading right now. Other ranking systems are either subjective, or forced to look at either different data (Technorati looks at links) or only data specific to their users (Bloglines ranks blogs based on subscriber numbers on Bloglines). Over time, SYO can become a true "long tail" recommendation engine if a wide swath of the users out there are willing to upload their OPML feed. And they are only a couple of steps away from being there.

SYO needs more users. My guess is a few thousand have already uploaded their reading lists, but it will take a lot more before the data is really reflective of what most people are reading. To do this, SYO needs to add more value than it currently does for users. New features have been rolling out over time that help do this. Since the last time I looked, SYO has added a top podcast list and a feed reader to the mix.

We'll remove any feed publisher from our system that doesn't want to play and we'll simply notify our users, when they attempt to create a feedpass, what that publisher's stance is on the matter.

There's a top 100 list of the most popular feeds which could become the definitive top 100 list once there is a statistically relevant number of users (subject to SYO successfully controlling spam). You can also see other users that have similar reading habits as you (it’s called “subscriptions like mine”). Based on this last feature, John Tropea, Robert Scoble and Dave Winer are my closest matches. I may find other interesting feeds by perusing their lists.

Yesterday, we announced that Newsweek, one of the country's leading weekly news magazines had launched a privately-branded RSS aggregator through NewsGator Private Label Hosted Solution. The site has been in public beta for several days, and we're seeing a large contingent of their readers using the service on a daily basis. We host private label readers for a number of publishers, media companies, and content providers, and each one has a slightly different twist in terms of the interface they provide to site visitors. Newsweek is no exception. They have a very simple and clean look and feel, and it takes only one a few clicks to add feeds to the personalized reader. There's no sign-up process, an account is created the first time you access the application and if your computer allows cookies, you don't have to sign-in each time you return.

://URLFAN is an evolving experiment designed to discover what websites the blogosphere is discussing all in real time. It does this by cultivating the content of thousands of RSS feeds and parsing billions of pieces of information.

Now every website owner can see who's talking about their site in real time and how they compare to every other site on the Internet. There are many sites designed to rank the "traffic" of a website, such as Alexa, however ://URLFAN is different. We rank sites according to their popularity in the fast moving and growing world of RSS feeds.

Unlike Alexa, there is no approximating in our ranking system since we're using concrete data to generate the results. And the longer we're able to gather data the more accurate the system will become. We hope this will provide publishers with a useful tool in tracking their sites and how their content is referenced by other websites.

Members can already use RSS to keep an eye on the Announcement Board, the eBay Discussion Boards, or listings from specific eBay Stores. This week we're adding RSS support to our eBay Search pages. With this enhancement you can create a custom RSS feed that will deliver the results of your eBay Search to you via any RSS reader. Since we are integrating the RSS support with our Advanced Search pages, you'll have complete control over how you narrow down your search.

To subscribe to a RSS feed, you'll need an RSS reader or aggregator to gather and view the updates. Several free and commercial RSS readers are available, and some examples can be seen here (provided by dmoz.org). Once you have an RSS reader, simply go to the bottom of any RSS-enabled page you are interested in, click on the RSS button, copy the URL from the page that opens, and paste it into your reader to display the content in RSS.

RSS continues to penetrate the mainstream market, as companies like eBay educate their users to the value of search syndication. These actions continue to validate the collective cause of what many start ups have been pushing for some time now-Feedster included.

On the right hand menu bar, below our prospects, you'll now find 'Recommended Reading'. This is a list of the most recent articles I've marked with a 'star' in Google Reader, the RSS reader I use. I'll be sure in future to mark the items I think are worth reading with a star, and they'll turn up on the right hand menu bar automatically. You can click the links to read the original articles, or follow a separate link to the home page of the website the article came from.

The navigation of content leads the reader to a subdomain of wireless-watch.com, rather than to the creator's blog. Here are some screenshot examples with the URL magnified and highlighted. It's a bit blurry from magnification, but the urls can be discerned.

"The current version of the site is online at the link below; it is NOT publicly available and will not be so until **** -- and then only with content provided by contributors who have given us authorization. We will not, at any time, republish any content for which we do not have a duly signed agreement from the original contributor."

"In other words, if you do not wish to join the W-W.Com platform, any and all content from your RSS feed that we have cached during our test and trial phase will be deleted (with no hard feelings from us!) before the public launch so as not to violate your copyright."

Considering our obvious concern regarding privacy and copyright contained therein, any neutral evaluation of the materials (including the required Community Agreement contract) would reasonably conclude that due diligence was clearly demonstrated in the process we have taken.