The fight has barely begun for control of the new Internet interface, the RSS reader.

NOTE: We were honored to get two important responses to what follows.

We're always honored here at Mooreslore when newsmakers respond to our posts about them, when they correct what I write or report. Thanks again. We now return you to your regularly-scheduled post.

But already it's getting interesting.

I have written before how publishers have been placing ads in raw RSS feeds. this means my e-mail list of RSS stories is cluttered with "brought to you by" notices. This is on top of the outright advertisements sent as RSS, which if they hit a keyword you like means they're coming right at you.

What's more interesting, perhaps, is what's happening in stand-along RSS readers.

There are many in the market, but the examples here are going to be concerning FeedDemon (logo at left), now owned by Newsgator, which I have been using a few months:

• Some advertisers, notably the New York Times, have taken to advertising within these products. I have gotten a steady stream of Times ads in FeedDemon, a reader I paid for. (Before, ads only came in shareware.)
• Some site owners, like that of Josh Marshall, have begun truncating their RSS feeds to near-meaninglessless, in order to force users to go from the reader to the site, which then displays in the feeder's window, exposing you to their ads. Full disclsoure demands I mention that Corante is a leader in truncation. If you see Mooreslore through FeedDemon you see just a few lines of content, not enough to know what the story is about.
• Other sites, like TPMCafe, meanwhile, publish everything in a feed, but without the paragraphing. Go figure, since TPMCafe and TPM are run by the same people.
• Sites that use "diaries," based on Scoop, don't automatically send out RSS on what's in the diaries, only what's on the main site. Dailykos, which at first seemed to have an exclusive on the thoughts of anti-war protestor Cindy Sheehan, may have lost that because of this. (That's speculation on my part, but on a blog you speculate, and if you're wrong someone writes to correct it. Hint, hint.)

One thing most of these moves respond to is the fact that an RSS reader places an interface in front of content that does not bring with it the ads that content was sold against. Users get a summary of the text, perhaps a picture, but they don't see the ads that "pay" for the content's creation.

Meanwhile, the companies that offer Newsreader software apparently have the power to put ads directly into the feed. They're basically doing what Totalnews only dreamed of doing, back in the day -- substituting their ads for those on the original page. But instead of "framing" around the original ads, they're stripping them out and putting in their own.

This is going to get interesting.