SOURCE: Pheedo

July 21, 2005 13:46 ET

Pheedo Issues First Look at RSS Readership Patterns

Premier 'Pheed Read' Report Reveals Important RSS Metrics, Including Click-Through Rates and Peak Readership Trends

EMERYVILLE, CA -- (MARKET WIRE) -- July 21, 2005 -- Pheedo, the first advertising network and ad-delivery platform for RSS publishers, today released the first in a series of "Pheed Read" reports providing the industry's initial look into RSS usage patterns. The complete analysis is available on Pheedo's blog at www.pheedo.info.

Pheedo's analysis is based on the activity on its network of advertisers and publishers. Pheedo provides the first RSS advertising network of its kind, connecting Fortune 1000 companies with advertising opportunities with more than 8,000 publishers. Pheedo helps advertisers shape successful RSS campaigns and arms publishers with the tools and knowledge required to both understand and monetize RSS content.

"For publishers who are in the process of developing longer-term strategies for RSS content, it is critical to have an informed understanding of how readers are using and interacting with RSS feeds," commented Charles Smith, president and COO of Pheedo. "Our ongoing research will strive to provide the industry with key insights and actionable data concerning RSS publishing and how to effectively monetize this channel while also respecting that it is a different medium with its own reader-defined rules of engagement."

The premier "Pheed Read" report provides a preliminary overview of RSS readership patterns, detailing how individual consumers interact with RSS feeds hosted on the Pheedo network. Subsequent reports will provide additional analysis and metrics in a variety of areas.

The following conclusions and analysis are based on traffic during June and July of 2005. Study findings include:

--  Tuesday is the most active day in RSS readership, with Saturday the
    least active.
    Pheedo data points to Tuesday as being the most active day for RSS
    viewership, feed retrieval and click-throughs.
    
--  Click-through rates (CTR) fluctuates significantly depending on day.
    CTR differs by more than 70 percent from Tuesday to Saturday.
    Additionally, feed retrieval has a 47 percent swing from the most
    active day (Tuesday) to the least active day (Saturday)
    
--  "Morning scanners" view the most content; late-night readers click
    through more.
    CTR fluctuates from 7 to 11 percent depending on the hour of the day
    that users are consuming the content. CTR peaks in the late night hours
    and also in the late afternoon.
    
--  Led by Bloglines, 70 percent of Pheedo managed feeds are read by only
    five news aggregators.
    Bloglines is in the top position in Pheedo's feed reader statistics,
    followed by Firefox, Thunderbird, NewsGator and Sharpreader. In
    aggregate, these readers are used by almost 70 percent of people
    subscribing to Pheedo managed RSS content.
    
"RSS has many unique aspects in terms of how readers interact with content on a daily basis," said Dana VanDen Heuvel, Director of Business Development, Pheedo. "As our network continues to expand, we expect to provide increasingly more meaningful insight and analysis on the burgeoning RSS market, dealing specifically with RSS readership patterns. Over the long term, our 'Pheed Read' reports will help publishers further understand how RSS readership impacts other publishing vehicles, especially web site traffic. We believe this data will help publishers take advantage of the 'found revenue' opportunity that RSS offers."

About Pheedo

Pheedo simplifies the process of creating, producing, distributing and tracking advertising on weblogs and content feeds while providing its customers with extensive data and analysis of content feed usage and consumer behavior. Pheedo helps advertisers produce successful RSS marketing campaigns and arms publishers with the tools and knowledge required to understand and monetize their RSS content. For more information, visit www.pheedo.com

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