Robert_Charlton - 7:30 am on Sep 12, 2012 (gmt 0)

I trust it's OK in an RSS forum to post a link to Dave Winer's blog....

What if Feedburner closes?
08/03/2012 - by Dave Winer
[threads.scripting.com...]

It would be exceeding fair use to quote very much of Dave's comments, as it's a short post, but the essence is that Google is pulling back from the service, and if they do ultimately abandon it, he suggests two possible approaches.

One is something Google might do, to use 301s "to send traffic to the Feedburner version of your feed back to its original location."

The other is the "MyBrand" DNS subdomain approach, mentioned by bill above and referenced in the Dave Winer blog. MyBrand is discussed in this thread on WebmasterWorld...

Why submit RSS feeds to FeedBurner
Place feed on own website or burn in feedburner
http://www.webmasterworld.com/rss_atom/3851292.htm [webmasterworld.com]

Note that the link in the thread to the "MyBrand OverView and FAQ" is broken at Google's end. The technical aspects are described in this Google Feedburner FAQ....

MyBrand Tech Support FAQ
http://support.google.com/feedburner/answer/79586/ [support.google.com]

MyBrand lets you use CNAMEs to "create an alias at your domain so that you can "mask" your feed URL at FeedBurner."

A CNAME is web-speak for an alias or shortcut from one Internet name to another. It allows you to say "Send all of the traffic for feeds.yourdomain.com to feeds.feedburner.com."

I should add that when searching for [dave winer feedburner], which is how I came across his post, I've found several other blogs that discuss the situation. I'm taking the liberty of referencing a blog I've come to trust (that isn't referenced in the Dave Winer Feedburner post), which has some up to date comments on the situation...

Prepare for goodbye Feedburner in October 2012
Neville Hobson - September 9, 2012
[nevillehobson.com...]

Among other things, Hobson notes....

If you use WordPress, you can simply revert back to your blog’s native RSS feed (which will be the underlying source for the Feedburner feed).