RSS users have even more flexibility in the way they use XML content because RSS feeds can be embedded into Web sites, intranets, or portals, and will automatically display updated information.

Is RSS at a "tipping point"?
There's conflicting research about the pace of RSS adoption, but one thing is for sure, it's steadily gaining traction in a variety of industries and is being used for a diverse set of applications. The fact that RSS is the syndication method behind weblogs, or "blogs", has helped its adoption dramatically. While I believe RSS should be used in conjunction with email, and not strictly as a substitute, it has some exciting advantages compared with email.

Matt McAlister, VP & General Manager, Online for InfoWorld made this distinction about RSS in his blog.

The day InfoWorld's top news RSS feed received more requests than our home page, I started thinking a frightening thought: RSS is doing to the Web today what the Web has been doing to print for the last several years. We have disintermediated our Web site by offering our news in an easier to access format...again. Just as the Web ultimately created more opportunity rather than less, RSS will open up some new doors for the media business.

The advantages of RSS
RSS is a 100% permission-based way for subscribers to receive information. Each subscriber has complete control over the flow of the information they receive. No spam, no viruses, no email bugs, and RSS won't clutter your inbox. You don't need to provide an email address to receive RSS feeds, and you can automatically monitor multiple Web sites and portals without having to visit each one to learn about updates.

From the perspective of the publisher, RSS is beneficial because it bypasses email filters, blacklists, and other screening technologies, thereby improving the deliverability of your messages. With RSS, there are no delivery costs, it's trackable and measurable, and since it doesn't compete with email, there's a better chance your content gets read.

Often times, RSS will expand the reach of your content since other people and businesses can embed your feeds into their Web sites, portals, and intranets. Another way forward-looking companies are capitalizing on the growing popularity of RSS is by offering their own branded RSS aggregators.

Now is a great time to start using RSS in your organization. According to Mark Rogers, CEO of Market Sentinel,

Only a few corporate bods have got the point of it [RSS]. Last August, New York bankers Morgan Stanley took on an RSS expert. Because RSS has potential to disrupt the way any structured information is distributed online.

Conclusion
The communications gap is one problem that every organization with a Web site or portal should be aware of. RSS and email are two e-communications technologies that offer an excellent way to bridge this gap, extend online services to a broader audience, and improve Web site and portal satisfaction.

Todd A. Brehe is Director of Communication Products for Gallatin Technologies, Inc. He can be reached at tbrehe@gallatin.com.