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Rick Klau, Feedburner’s VP of Publishing Services, has disclosed some very interesting findings regarding RSS feed consumption by users. According to Rick:

I think the primary justification often given for partial feeds - that it will drive higher clickthroughs back to the publisher’s site - is off-base. As people subscribe to feeds, they subscribe to more feeds. And that means they’re consuming more content, which means that each click out of the feed reader is taking the reader away from more content. In other words, feed reading is consumption-oriented, not transactionally focused. We’ve seen no evidence that excerpts on their own drive higher clickthroughs.

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Feedburner has announced that they will be working together with AOL to manage hundreds of RSS, podcast and video feeds of the company. The deal includes all Time Warner properties including HBO, New Line Cinema, Time Inc and Warner Bros Entertainment.

AOL would be able to tap into detailed analytics, and market and consumer research that will enable AOL to see the reach and impact of their distribution. AOL will also be using FeedFlare to include social media into their feeds and will use FeedFoundry, the enterprise strength feed management tool for aggregating, analyzing and reporting distributed media across a large number of feeds.

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Text Link Ads has launched a service called “Post Level text Link Ads“. Post Level Link Ads appear at the bottom of blog posts, and could have a 80 character title and 150 character description. Each post will only have one ad. The ads are currently available only to Wordpress publishers via a new plugin.

Text Link Ads originally started with Textual Ads on sites or blogs. They offer publishers a share of 50% of the sale price of each text link ad sold off their site, this to me is too much of cut and I would like to see it something around 30-70 with publishers getting 70% of the revenue. As feeds become more and more popular TLA started offering Feedvertising, in which ads are embedded at the bottom of every post in your feed.

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