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Syndication city







Syndication city

Syndication city 06/21/2004 11:29 PM

I'm a late addition to a panel at the Supernova conference this Thursday, June 24: I'll be joining some very interesting people (Technorati's David Sifry; blogger, XML leader and now Sun engineer Tim Bray; and Paul Boutin of Wired and Slate). We're talking about syndication and RSS. The question the panel faces: "Is there more to syndication than reading 300 blogs at once?" What interesting, useful applications for RSS and RSS-like tools are out there or just around the corner?

I've got my own answer(s), but in the decentralized spirit of the conference, I'll open the floor here in comments, and present anything you folks suggest, too.




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Previousl y someone asked about the word syndication and what it means in the blog world. Prompted by a question I received, here are some more thoughts on the use of “Syndicate this Site” and what it means to have and use an RSS feed.

Typically “syndicate this site” means that the site owner has an XML feed (RSS and ATOM are the popular formats) that you can use to read their content. While syndication in the offline world refers to the fact that you can purchase certain content (comics, old TV reruns) for use in your publication, bloggers don’t often think of it that way.

For a variety of reasons, the word syndicate is misused by bloggers. What a blogger means is that they offer a feed that can be used to read their site in a news reader or on a site like My Yahoo or Blo glines that aggregates feeds. They don’t typically mean that you can use their feed on your commercial site.

That said, if you contact some of these blogs, you may be able to get permission from them to use their material on your site with attribution. Some bloggers are open to this and some aren’t. The answer you get will depend greatly on what you intend to do with the feed, who the blogger is, and how nicely you ask.


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According to Tristan Lewis, Google's S-1 states that about 1/3 of its advertising revenue in the last quarter came from non-Google sites in its network.  In other words, to use the terminology of my Harvard Business Review article, Google is syndicating its targeted advertisements.  Amazon.com was previously my best example, but it was only generating something like 10% of revenues from partner sites that use its technology.  I expect the Google number to increase, since its AdSense program for other sites is still relatively new, and competitive pressures will limit Google's ability to do more straight search engine deals. 

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If you are syndicating to websites that are not under your control, you don't know that the webmaster will have the expertise to implement a syndication strategy using XML. You might be syndicating to a small company that used FrontPage to make the website; they certainly can't set up a dynamic process to fetch an XML feed from your site, cache it, and integrate the data into their site.

I'm almost more impressed with the presentation of the article than with the content. We need more Web content like this.

Click here to comment on this entry


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Yeah, what Mark said. I don't only agree with him 100%, but I'd say you'd be crazy not to. This is somewhere close to what i said in my last post.

It should be obvious to any rational observer that this will go nowhere fast. A syndication format that requires valid semantic XHTML markup? Spare me. 9 out of 10 bloggers can’t even spell XHTML.

- Mark Pilgrim


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Through our arrangement with O'Reilly & Associates, we are pleased to bring you Chapter 2: Content Syndication Architecture, from the new book, Content Syndication with RSS, by Ben Hammersley.

From the chapter introduction:

In this chapter, we'll look at how RSS feeds are structured: both the feed itself and the way RSS fits into the whole web publishing picture.

Read the full text online!


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Rapid City Journal: Serving Rapid City
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