Yesterday, USA Today unveiled a "public beta" of a personalized news service for the paper's online readers. NewsGator Private Label is powering this innovative offering. USA Today wrote to the NewsGator Online API and delivered a really smooth and compelling product to their audience. What's unique about this application is that users don't explicitly know that they are using RSS feeds. All they see is that they can quickly and easily personalize the news, sports, money, life, travel and tech sections with content from USA Today and popular external providers such as the New York Times, ESPN, Markwatch, Slate and The Onion. More experienced users can add any feed they want by entering the URL, but as Kinsey Wilson, Executive Editor notes in the press release, "We have created a custom newsreader for the everyday news consumer who doesn't want to think about technology."
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