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RSS can do more for you than give you the latest headlines.

This story appears in the May 2004 issue of Entrepreneur. Subscribe »

Originally built to distribute syndicated news, RSS instant notification promises a host of other uses-including innovative marketing for your business.

The fast-spreading Internet standard lets you instantly publish or receive bits of text. While it's now used to show the latest news and blog updates, "there's no limit to what you could use it for," says Rebecca Lieb, executive editor of the ClickZ Network, a division of research firm Jupitermedia Corp.

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