BusinessWeek raises the profile of RSS in its Oct. 25 issue. Apple, as its fans may know, will be building an RSS reader into its browser with the next release of its operating system. Good thinking. Those who use RSS feeds, either through Bloglines, NewsGator or NetNetsWire know how wonderful the concept is. Those who have no clue what we're talking about ought to read the BusinessWeek story tout de suite and give RSS a try. I'm a big fan of RSS feeds. If you're in the PR business, you can really impress me by making creatively using RSS feeds to put information on my desktop. (Not many are doing it right now, so you'd get a big first mover advantage.) You can, incidentallly, get an RSS feed for this blog. For the uninitiated that's what the little orange box in the top right corner of my blog (and thousands of others on the Web) with the initials XML inside stand for. Some eschew the orange box in favour of a link which might say something like “Syndicate” on it. Now you know.