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Wired News reports on efforts by a number of newspapers to launch branded newsreaders. There's talk about helping the average computer user get comfortable with RSS, to establish a "stickier relationship with readers" etc. And... yes... to "increase revenue through targeted advertising".

I understand that newsorganisations want and need people to spend time on their sites. But I don't think additional SW options is the answer. It reminds me of the branded push clients of the 1990's. On the up-side NewsGator is the company involved in developing at least one of these readers - the News Hound for the Denver Post. More on this later.