XML-based datafeeds are becoming popular tools for delivering content to online audiences from Web sites. But feeds are far from popular with publishers intent on boosting page view statistics and fearing leakage through content that's delivered to users who will never come in to their sites. The real issue is not feeds but the need for publishers to accept that an important portion of their revenues will rely on understanding how to make money from content delivered to their audience's personal devices and Web sites. Some leaders are already making good money on feeds: what will it take for others to follow suit?

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