BuzzMachine's Jeff Jarvis rants about RSS feeds and his inability to judge how many folks are reading his blog via RSS readers at Google and Yahoo! He has a point: it becomes difficult to measure and monetize this medium if we're not tracking who's using it. But in the midst of his rant, I actually see some good news. You just have to dig for it.
1. He points out that "RSS is becoming a ever-more-important transport mechanism."
2. Regarding measurement of RSS, he says, "there is an easy and automated way to do that."
3. The entire basis of the post is that Yahoo! and Google are now in the business of RSS distribution.
So we have more people looking for information via RSS. We know measuring RSS subscriptions can be done easily. And we have major players like Yahoo! and Google investing resources in a race to distribute content via RSS. If RSS is important to Yahoo! and Google, they'll make sure people understand it, want it, and can get it. That lets us produce the content, get it on an RSS feed, and trust that the details of distribution and measurement are falling into place.