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From Guardian's perspective, it is an attempt to mainstream RSS and it remains to be seen what the reception from the readers is. The newspaper has started offering it as a test download for about 250 users.
The focus of Consenda according to their almost naked website is to concentrate on online newspapers and news sites to offer their own custom branded newsreaders. The company will to offer ads within the newsreaders interface and feeds, and also has inventory for dedicated ads from a publisher like The Guardian. Consenda has seed funding from some biggies in the news media business.