Yahoo!'s Ipsos Research

There's been a great deal of traffic about the real meaning of the valuable Ipsos research Yahoo! funded on RSS consumption.

Some of the more interesting reactions we've witnessed have come from the big online brands (both mainstream media and others),  many of whom have said to us in the last few days that that research, and Google's move, will spur them to do more, faster, with RSS.

The logic thread is simple:

1.  The Ipsos research verifies that valuable people ('end-users') love RSS ... if it's brought to them with a non-technical interface, via a trusted brand.

2.  Google's entry verifies that the portals are very focused on ownership of the end-user, by enriching the portal with RSS aggregation and reading

3.  Given #1 and #2, big online brands need to enable RSS aggregation and reading directly within their own brand  ... before that valuable RSS-orized end-user migrates forever away ... ...

We're getting lots of calls about #3 ... as the BBC says (via PaidContent);

Ashley Highfield, head of BBC New Media, spoke to the UK's Association of Online Publishers Conference in London today, telling them that in the future, major broadcasters like the BBC would actually produce less content not more, and act as aggregators and trusted guides to user generated content like blogs.