This was an interesting read. I don't think publishers have that much to worry about as long as subscribers are enticed enough to click a link to access a webpage to read the full article. That way publishers can always put an ad on top. And that might be a way of achieving more directed advertising, too.
MSN guru Scott Moore pointed out that "until the technology is packaged and delivered in a manner that's super easy for a consumer to understand the value of it [it's not going to achieve widespread adoption]. ...We've just said over and over and over that unless you make things dead simple in terms of a media offering, people just don't bother." I agree with this statement. And I wonder how long it'll take RSS to achieve critical mass. In my opinion, integrating RSS into Outlook is the best way to do it because the RSS wave would hit the enterprise first; then users would understand the benefit RSS has for their personal lives, much like the way I understand email usage to have spread.
Also, all this talk about early adopters and the early majority is pretty familiar to me. My boss swears by E.M. Rogers' Diffusion of Innovation Theory. From what I've seen, the theory is rather applicable.
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