Measuring and using RSS feeds

By now, regular readers of this blog know that I really like CMO magazine. And frequent readers know that I urge publishers to consider the possibility that RSS feeds are the first step toward a new world where content is separate from its container.
So now that CMO has published an explainer on RSS, I have to point to it.
Much of the article is about using RSS as a way to deliver advertising. I'm not convinced this will work. Nor is CMO, which notes that "RSS lacks standard performance metrics." But I have no objection to trying it, as long as publishers behave ethically.
But for consumer of news, RSS is "a no-risk proposition," according to CMO. If you aren't using RSS to organize your information sources, odds are you're not working as efficiently as you could.

tags: journalism, b2b, media, trade press, magazines, advertising