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En amerikansk pioner om RSS-feeds konsekvenser for netmedier
Af Helle Nissen Kruuse, hnk@djh.dk,
medlem af eJours redaktionsgruppe
En af nøglepersonerne i RSS-udviklingen er software-pioneren
Dave Winer, og han har fornylig skrevet en artikel, hvor han tager fat
om årsagen til mange mediers skepsis over for RSS-feeds:
Når folk kan
læse netmediernes nyhedsoverskrifter og resumeer uden at skulle
lægge vejen om ad netmediet selv, mister mediet så ikke en
masse trafik -- og dermed i næste omgang reklameindtægter?
Dave Winer grundlagde softwarefirmaet UserLand og for tiden er
'fellow'
på Harvard Law School, hvor han underviser på Berkman
Center for
Internet & Society.
eJour har fået lov at citere Dave Winers artikel,
der er stilet
til mediebranchen. Den kan læses i sin helhed i Really Simple
Syndication, en blog/weblog oprettet af Dave Winer udelukkende om
RSS-feeds.
Blog-netværk
"First, I don't think that providing RSS feeds, if you do it right,
lowers traffic, in fact I think you can gain traffic.
I assume you'd publish links to your articles with brief descriptions,
in your RSS feeds. So when the reader clicks on a link, they go to your
site to read the full article (only if they're interested of course)
and your traffic stays even. Of course those pages have ads, so your
revenue doesn't decrease. In this view, think of your feeds as
inexpensive advertising for your publication. You pay a small amount
upfront to get the feed process going, and a tiny bit of money
incrementally to pay for the bandwidth your feeds use.
Think of the feeds as alternatives to the home page your site. Note
that I used the plural, because while I might visit just your home
page, I can subscribe to more than one feed, to cover more than one set
of interests."
Dave Winer opfordrer også medieudgivere til at være
opmærksom på betydningen af blog-netværk. Især
blogs/weblogs har været hurtige til at tage RSS-teknikken til
sig. Han nævner, at hvis hans blog (med feed) nævner et
medies artikel og linker til den, vil tusinder af læsere
måske se artiklen -- og nogle af dem linke igen til den etc.
Winer betegner blogosfæren som 'an incredible word-of-mouth
network'.
Undgå
reklamer i feeds
Dave Winer fraråder reklamer i feeds.
"A few pubs have experimented with this, and as a reader I don't like
it. I get the value when I read the full article, and there I don't
mind an ad, but the aggregator window is mine, I paid for it, I paid
for the Internet connection, like seeing ads before a movie (a practice
I abhor) it doesn't seem fair for you to put ads in my space. And don't
forget, I can unsubscribe, so I'm not guaranteed to stay with you.
Think of your feed is an invited guest in my house, so you should
behave like a guest, and be appreciative of the priviledge. The payoff
can be higher flow."
Forberedt
på fremtiden
Til slut peger Dave Winer på, at nok befinder vi os i starten af
et medies udvikling, men:
"By getting into RSS in 2004, you can get ready for what comes next in
2005. I'd argue that not only is it necessary today to be publishing in
RSS, but your organization should also be a user of RSS. Your
editorial, advertising people and execs should subscribe not only to
your own feeds, but also subscribe to those of your competitors and
bloggers. Then in 2005 you'll see with your own eyes what follows and
be able to participate. This may be the most important reason to get
involved with RSS now."
Bemærk:
Vi prøver at linke præcist. Men konsekvensen kan af og til
være, at brugerne møder et dødt link, fordi stoffet
siden er blevet flyttet til en ny plads på netstedet. Så
må I prøve at lede lidt på stedet.
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