UK: auditing RSS

Posted by John Burke on May 14, 2007 at 11:41 AM

RSS (Really Simple Syndication) is now a common tool on newspaper websites. But is it helping to drive them audience? The UK's Audit Bureau of Circulations Electronic has conducted the first RSS audit and found some encouraging results.

A press release from ABCE states that working with Centaur Publications and RSS solutions company MediaFed they audited the results for RSS use in January 2007 of online media business publication, mad.co.uk. Publisher Stephen Brooks was happy with the results:

"The audited figures prove that our RSS feeds are generating a significant and increasing amount of traffic to our site and analysing their performance is a must. We’re very pleased to be the first publisher to commit to ABC ELECTRONIC auditing of RSS feeds, providing our advertisers and stakeholders with yet another assurance of the audiences we can reach."

As RSS becomes even more prevalent across the Web, expect this practice to grow.

Sources: ABCE, MediaFed