Syndication and the Web Up to now Web syndication technologies and practices haven't generated much attention outside narrow communities of interest. But soon, syndication will be absolutely central to the development of most Net businesses. At the same time, it's the future model for the millions of independent and personal Websites that give the Net its vitality. The Net is getting so big that no one can be everywhere. Syndication allows sites to extend their presence out to their customers, and gives those customers tools to aggregate the information and functions they wish to see.
Syndication works so well online because everything takes the form of information.
In the physical world, syndication involves a lot of printing, assembling and driving video reels around. On the Web, as the transfer of content becomes simpler, the relationships can become more complex. Add to that the ability to assemble information dynamically or even to execute applications with rights and privileges assigned among various parties, and things start to get interesting. In fact, the ultimate content may not be on the screen, but delivered the next day as a pair of custom-fitted Levis jeans. Syndication models that offline are limited to broadcasters and newspapers therefore can extend to retail transactions and even core business processes on the Net.