RSS is slowly but surely getting on its own feet. Future software products and operating system are going to integrate web syndication as part of their integral features.
Rebecca Lieb has an article on ClickZ where she shares some examples of how RSS is being used as a marketing tool in real life and real time:

Coupon […]

Geffen Records is turning to RSS feeds to improve its online marketing, essentially automates the viral methods artists leverage to launch their records. The company’s new feeds help establish a direct line of communicatoin between the artists and their fan base.
Taking advantege of FeedBurner’s FeedFlare allows Geffen to encourage participation of the communities. Via items […]

UNICEF has published a new RSS feed to syndicate latest stories from their homepage. Podcast is also available, focusing on health, education, equality and protection of children. The show is hosted by Blue Chevigny with UNICEF correspondents from around the globe.
I noticed that UNICEF podcasting page was named video_podcast.html in the videoaudio directory. May be […]

Clint Combs recently posted to his blog about his interesting experiment using RSS and Atom feed for Java-based workflow application. OSCAR, the name of the application tracks print and mail workflow for a major insurance company.
The information in the application is presented through a web interface built on IBM’s WebSphere Java platform. A feature in […]