Steve Gillmor writes:

In this ecosystem the contract is based on continued attention, not captured attention…In the Syndisphere once youve signed on, it takes more effort than its worth to sign off. Unsubscribing requires real motivation.

Branded aggregators are the order of the day, as publications try to stem the tide away from their portals and into the Syndisphere. As we move from the page view model to the attention model, publishers are playing a futile game of chickenwaiting for their competitors to jump into feed advertising first. Google and Overture have already made the new rules clear: advertising will only work if it is perceived as information.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.