The Robin Good weblog, edited by Luigi Canali De Rossi, had an interesting piece recently looking at the sea of information on the Web that search engines largely fail to sort out usefully for specific ongoing interests, a gap filled to some degree by today's webloggers. Webloggers do through their own intelligence what technology services have largely failed to achieve: provide an intelligent and proactive filtering and spinning of available content that's channeled via RSS syndication to audiences that appreciate a blogger's outlook. With some bravado and flair, Robin Good sees this as the beginning of a new kind of information professional called a "NewsMaster," defined as "...an individual capable of personally crafting RSS-based specialized information channels by utilizing technologies that allow [him or her] to select, aggregate, filter, exclude and identify quality news, information, content, tools and resources from the whole universe of content, news and information available on the Internet." This is, of course, what many info pros and librarians have been doing for centuries via other technologies, but as of late these professionals have been overshadowed by the capabilities of search engines to answer specific ad hoc demands. At the same time, today's commercial news publications try to answer these needs via their own reporting and editorial functions, leaving out huge swaths of online sources that could be extremely valuable. The future of content filtering and shaping for specific audiences certainly has a lot to learn from today's webloggers, but tomorrow's "content concierge" products are likely to be far more sophisticated than today's combination of far-reaching but dumb search engines and brilliant but inefficient webloggers, even if RSS continues to be a distribution channel of choice. There will be opportunities for technologists, journalists and info pros alike in this new arena, opportunities thain which they will probably benefit from their mutual cooperation.