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An online service that keeps the subscriber constantly updated on changes in favourite websites usually via a newsreader, such as Google Reader. These newsreaders allow the user to see summaries and updates of all their information feeds in a single location. Instead of visiting multiple web pages to check for new content, the user can look at the summaries and choose which sites to visit for the full versions.

RSS has an integral part to play in the marketing of publications: headlines and links to articles and updates can be communicated instantly to subscribers without having to email links and updates. These feeds are often delivered by a news aggregator. RSS is more automated than e-mail: the sending and receiving of content can be done automatically with minimal set up and little maintenance. Being a much more dynamic link than, say, a static bookmark or a link to a single web page, RSS can help to keep awareness of a product or service constant and widespread and fresh. RSS has enabled the web to become more dynamic.

For the recipient of online content, RSS is a vehicle that allows content which they have requested to be delivered to a computer, or mobile device, as soon as it is published or updated. For the producer of online content, RSS is a way to ‘syndicate’ content, such as news to multiple users. Many types of content can be distributed by RSS feeds: for example, news, stock prices, product news, web publications, discussion blogs, blog posts, and software announcements and podcasts. These can now be delivered to mobile devices with Internet access, which opens up wide possibilities for both mass marketing and targeted marketing. RSS has its own icon which is now universally recognized . See also web 2.0.

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