Nick Denton and his team have finally pulled the veil off of the Beta version of Kinja, a content aggregation service that combines both weblogs and other sources of Web-located content into a weblog reader format. This is very "early days" stuff - no search facility, some features are working (or not) in mysterious ways, navigation needs a bit of work - but the outlines of an effective content aggregation service are there. Unlike services such as Technorati, which takes a more techie, search-ish approach to content aggregation, Kinja is all about making the Web, and Weblogs in particular, more accessible to the average person. Add in a widget to your browser toolbar, and Kinja will allow you to have not only weblogs but other forms of Web content added in to your personal Web page at Kinja in digest format. Predefined topic categories are also available and both personal and preformatted pages have contextual ads (sponsored links) imbedded as an initial form of monetization. Others have taken an "all the Web" approach in theory, but in practice most people don't want to deal with a lot of techno-geek stuff to find out what's important. As Nick Dention mentioned in today's New York Times article, "Web logs have probably only reached 10 percent of the Internet population. Our goal is to reach the remainder." Key to this appeal will be using technology to tune content to users's interests and needs no matter what the source. Where portals oftentimes take the approach of allowing people to select from "real" content, the Kinja approach plays off of one of the key themes that we see people taking towards content: "Good content is where you find it." Will this succeed as a product? As keen as this is, it may turn out to be more of a showcase pointing the way for consumer-oriented services to integrate this kind of capability into their services. Perhaps a "weblogs" tab for Google in the making? Stranger things have happened...