The latest online news accessorry is personalized pages with RSS feed syndication support, reports paidContent. It started with New York Times’s MyTimes.com beta a few weeks ago, followed by My USA Today News and now MyWSJ.

The Wall Street Journal personalized content includes stock quotes, weather forecast, traffic information, news, saved searches, press releases and more. The service is separated from the Journals’ first personalization service, My Online Journal.

Of those three, only MyWSJ is ad free for now. The power of syndication allows not only personalized content from own site but also aggregation from other news, blogs, and other web feed enabled services.

Of particularly interesting is a comment from Steve Rubel. He said that if rather than just link to them, it could create a potential lucrative feed advertising platform if WSJ actually cache the feed content. A partnership with Pheedo or FeedBurner could result in revenue sharing between three parties: publishers, the ad network and WSJ.

Because the content are displayed on WSJ, they could possible charged premium fee for every displayed ad.

Well, that might be one good way to monetize traffic but I guess WSJ have a greater plan. If they are going to make money with selling advertising space, that should be more profitable than having ads in feeds.

I agree that to some extent caching feed content will be valuable to encourage more eyeballs but web feed syndication is just one component of the whole personalized content. What if users place syndicated news at the bottom fold of the page? The ads might as well go unseen.

WSJ have to test extensively before deciding if they want to cache feed content, because that will consume gigantic resources.

That also means WSJ depends too much on Pheedo or FeedBurner. Sounds bad.

But if they choose to sell their own advertising space, they have more control as to where to place the ads to achieve maximum views. In this case, WSJ have to be very careful with feed content, or keep displaying only headlines.

Sources: paidContent, Micro Persuasion.