There's quite a bit of hype these days about RSS, the Really Simple Syndication format that allows plain text bits of information to be easily swapped by Websites and feed-readers around the blogosphere. I've dabbled in RSS for about three years, creating a couple of newsfeeds for onPhilanthropy.com early on in its development, and using it to stay abreast of several of my favorite blogs. And I do believe that blogs would not have advanced so quickly into the mainstream without RSS (which the brilliant Howard Greenstein introduced me to right after 9/11, as I recall).
And yet.
The tech-heads seem amazed when bits of text show up in various readers, or on Websites. When Yahoo adopted RSS as a format for its personalized MyYahoo service, it was briefly greeted as a gold-is-discovered moment in Internet development. Other services, like Bloglines and Kinja, offer personalized feeds via their Websites. They're ok for what they are. I particularly like Bloglines' handy Windows-based Notifier applet that alerts me when any of several blogs are updated; and I am constantly annoyed by the lack of human editing within Kinja and those dopey blank boxes that turn up for entries from real - not commercial - Weblogs.
Nonetheless, these RSS "breakthroughs" still require you to download a reader, go to a Website, or call up an email message. Frankly, it's not that different experience than Web-browsing and Usenet-posting circa 1994. And I don't think its revolutionary at all that major media companies like The New York Times are adopting RSS feeds; it's an easy way to reach hard-core information consumers.
To me, RSS is the trees - ease of human communications is the forest. What's exciting about Weblogs is the growth of "information communities" that have sprouted up throughout the forest floor, fertilized by easy standards like RSS to be sure, but nurtured by software development that is nothing short of glorious.
More than three million people, by a commonly accepted estimate, run blogs and most use inexpensive software and cheap server space to do so. Typepad, upon which this blog runs, does this for $5 a month - and very well at that. I suspect that my blog is a mid-level Weblog in terms of usership and market penetration; it's got a core of maybe 100 users judging by the various RSS subscriptions offered, and perhaps a dozen readers who post comments with some regularity. I'll bet this puts me between the uber-blogs and their many-times daily postings and thousands of readers and the very occasional bloggers shouting unheard in the wilderness. So perhaps there are, say, 2 million blogs with my level of traffic/participation or above. That translates into roughly 200 million users, not counting what is surely a massive crossover (ie, I read at least a dozen blogs regularly).
This what I call an audience - a very active, involved audience - the very forest itself. RSS is merely a tool to reach that audience, an important standard without inherent marketable value, except in the nifty software packages that employ it. And speaking of the software: in the history of media creation, where else has an audience this large been created on the back on technology that can be created, developed and (crucially) marketed and sustained by teams of two or five or 10 people? There's your revolution.