March 6-9, 2006

We're five years into the O'Reilly Emerging Technology Conference and the stuff of which it is made shows no sign of abating: bandwidth continues to broaden, storage grows ever larger and cheaper, and content keeps pouring from the firehose. How do we visualize all of this digital data, filter it, remix it, and access it in meaningful ways? The coming technical challenge is not about generating digital content-we have more than enough already. It's time to do something with that data. It's time to build The Attention Economy.

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Attensa is a nice RSS-aggregator that works directly with Microsoft Outlook. I use outlook religiously and it has a setting that checks for new posts immediately. That means as soon as someone posts a new blog, news article, or event- I know about it. Its easy to manage and allows me to store special notes on my local machine.RJ Martino

I love what I have seen and used so far in this product. Having an Attensa toolbar in Outlook and IE is a great beginning. Robert B. | Microsoft Partner

Portland, OR. - February 1, 2006 - Attensa, Inc., a leading developer of RSS infrastructure software, today announced the availability of Attensa Online, a free Web-based RSS application. Attensa Online takes advantage of Attensa's unique AttentionStream article level synchronization that connects desktop, web and mobile RSS reader clients so articles read, organized and deleted are kept up to date no matter where or how they are accessed. Attensa today also announced Attensa for Outlook 1.0 and the two can be used together to easily manage RSS feeds and articles from any computer with an Internet connection.

Attensa Online - The Free Web Based RSS Reader

Attensa Online is a free Web based RSS reader service that works like a dedicated RSS reader application to make keeping on top of RSS information easy. Accessible from any computer with an Internet connection, Attensa Online is an accessible AJAX application with resizable panes and multiple views that lets users create a personalized RSS workspace with an intuitive layout and article format that makes reading articles easy. It is the only Web based RSS reader that offers a Web page view showing the article source Web page in a reading pane. This saves time reading articles from news feeds that only serve headlines or brief article summaries. Other features and benefits include:

• User friendly - Attensa Online works like a dedicated RSS reader application to make keeping on top of RSS information easy. Resizable panes and multiple views enable users to create an RSS workspace customized to their preferences.
• Works hand-in-glove with Attensa for Outlook Users of Attensa for Outlook enjoy the convenience of using any computer anywhere to keep on top of RSS articles. Every action from updating feeds, reading and deleting articles, subscribing to new feeds to adding tags will be instantly synchronized in Outlook. Users can stay on top of all their latest information without wasting time weeding through the same articles on multiple devices.
• Fast and Easy - With Attensa Online, subscriptions and articles load quickly. Also, marking articles as read and deleting them is a snap with all actions in Attensa Online instantly synchronized in Attensa for Outlook.
• Multiple views - Attensa Online displays every headline and article summary right in the browser window. To read the complete article, users click on the headline or summary to retrieve the web page. To enhance the readability of the news, Attensa provides custom controls for displaying the length of each article summary. Or, for added convenience, users can utilize the Web page view to see the article source Web page without leaving or opening a new browser window or tab. This is great for feeds that just give a snippet of their content and don't support full text.
• RSS Friendly - Attensa Online works with any RSS feed on the Web including RSS 0.9, RSS 1, RSS 2 and Atom.

Pricing and Availability - Attensa Online is free. Users can create an account and access the service at www.attensa.com.

With AttentionStream™ synchronization, every action from subscribing to new feeds, updating articles, reading and deleting articles, to creating categories and adding tags will be synchronized in Outlook and on a personal, privacy-protected Web page at Attensa Online. Users can now manage all the latest information with no more wasted time wading through duplicate content no matter where they are accessing and reading their feeds.

AttentionStream™ Synchronization - One Step Closer to Smart RSS

The introduction of Attensa for Outlook and Attensa Online is the first step in a three phased product strategy that integrates RSS reader/aggregator clients, associated workgroup and enterprise servers and an underlying infrastructure that aggregates and triangulates attention metadata. Attensa's AttentionStream™ technology is designed to help people cut through information overload by delivering fewer and more relevant RSS articles. By intelligently analyzing AttentionStreams, including the obvious and not so obvious ways people consume information, new possibilities emerge to prioritize and recommend higher value content to users while cutting down on useless and duplicate information. Attensa's unique lightweight AttentionStream enables fast updating of subscriptions at the article level, frequent synchronizations across multiple RSS clients and near real-time analytics to provide prioritized, more relevant articles.

Portland, OR - February 1, 2006 - Attensa, Inc., a leading developer of RSS infrastructure software, today released its first RSS reader client, Attensa for Outlook. Attensa today also announced a free web based RSS reader, Attensa Online. The two can be used together to easily manage RSS feeds and articles in Outlook and from any computer with an Internet connection. Attensa for Outlook is the first RSS news reader and news aggregator for Outlook that allows users to use the toolbar in their browser of choice, Firefox or Microsoft Internet Explorer, to easily add and manage RSS news feeds and subscriptions from Websites and blogs. The release of Attensa for Outlook and Attensa Online is the first step in a three phased product strategy that integrates RSS reader/aggregator clients, associated workgroup and enterprise servers and an underlying infrastructure that aggregates and triangulates attention metadata.

"With the popularity and ubiquity of RSS feeds, people are looking for tools to help them easily view and manage the information most relevant to them," said Craig Barnes, CEO of Attensa. "Attensa for Outlook is the perfect tool for novice and experienced users who are passionate about the news and information they receive. The simple, yet powerful tool enables users to not just read information, but also organize it in such a way that ensures the process of viewing and managing news is painless and intuitive."

Attensa for Outlook - the Next Generation RSS Reader for Outlook
When users download Attensa for Outlook they get the Attensa Engine, Attensa for Outlook and Attensa RSS toolbars for Firefox and Internet Explorer. The Attensa Engine is a desktop application that runs outside of Outlook, working in the background to gather, process, organize and store RSS feeds whether Outlook is running or not. With background processing, RSS news feeds are seamlessly pulled into Outlook without bogging Outlook down. Also, with Attensa for Outlook's light footprint in Outlook, there is no waiting for feeds to load every time Outlook is launched. The engine keeps track of RSS subscription preferences and data, and keeps those RSS subscriptions current. In addition, it takes care of adding new subscriptions, downloading articles and updating an RSS news feed database on the user's PC. Additional features and benefits include:

• Automatically Find RSS Feeds When users find an RSS feed while surfing the Web, they are able to easily add the feed to the subscriptions in Outlook with just one click using a toolbar in Internet Explorer and Firefox that automatically detects RSS feeds. The Attensa toolbar alerts users when RSS feeds are discovered on a webpage, minimizing search time. Users can preview the articles before deciding to subscribe.
• Accessible from any computer with Attensa Online synchronization Users can access their news feeds in Outlook and from any computer with a Web connection and their feeds and articles will always be up-to-date. With Attensa's unique AttentionStream synchronization, every action from subscribing to new feeds, reading and deleting articles, to creating categories and adding tags will be instantaneously synchronized in Outlook and on a personal, privacy-protected Web page at Attensa Online. Users can now manage the latest information on any computer without wasting time wading through duplicate content.
• Easy to Start - With Attensa for Outlook, it is effortless to preview and pick new feeds. With thousands of new feeds available every day, new users can quickly become frustrated with figuring out where to go or how to use RSS. To help its users, Attensa collected and organized more than 1,000 of the most popular feeds from Websites and blogs covering the news most relevant to its users. This list is constantly updated and includes all the most popular sources including: CNN, NPR, ESPN, Lockergnome, The New York Times, Reuters, The Washington Post, Corante and more.
• Automatically Downloads Podcasts - Attensa for Outlook makes it convenient for users to listen to their favorite audio content on their computer, iPod or other portable player by automatically loading Podcast audio files attached to RSS news feeds directly into iTunes or Windows Media Player playlists. The new version makes it easy to get started listening to Podcasts by including a list of popular Podcasts on subjects ranging from technology to music.
• Organized - With Attensa for Outlook, users are able to painlessly overcome the problems associated with managing multiple feeds. Users can define and manage categories by simply creating and managing folders and sub-folders and moving feeds between them. OPML files can also be imported and customer OPML files can be created and exported.
• Easy Tagging - Attensa includes an incredibly intuitive and trouble-free way to tag articles and feeds using the Attensa Tagging Toolbar for Internet Explorer and Firefox. The tagging feature can be used in Attensa to keep feeds and articles organized, but it also works with Del.icio.us. When articles are tagged with Attensa bookmark lists they are updated and synchronized automatically on Del.icio.us.
• Easy Publishing - Users can effortlessly post content from RSS news articles or email to blogs without leaving Outlook or loading a browser. Select and add text in the Outlook email format and click the Publish button in the Outlook toolbar. Attensa for Outlook currently supports Typepad, Blogger and LiveJournal. More blog services will be added over time.
• Automated Clean-up - With Attensa for Outlook, users don't get overwhelmed by the amount of RSS news headlines they receive every day. The software automatically deletes any read or unread subscription items based on a custom schedule defined by the user.
• Flexible and Presentable - Users can select from three article views or use the Web page view to see the article source Web page without leaving Outlook. In addition, the formats are eye-pleasing making news feeds easy to read with the use of cascading style sheets.
• Pricing and Availability - Attensa for Outlook is available immediately for download on the Attensa Web site (www.attensa.com ) for $20. In addition to a copy of the product, the payment includes a one year subscription to AttentionStream synchronization with Attensa Online.

AttentionStream™ Synchronization - One Step Closer to Smart RSS

Attensa's AttentionStream™ technology is designed to help people cut through information overload by delivering fewer and more relevant RSS articles. By intelligently analyzing AttentionStreams, including the obvious and not so obvious ways people consume information, new possibilities emerge to prioritize and recommend higher value content to users while cutting down on useless and duplicate information. Attensa's unique lightweight AttentionStream enables fast updating of subscriptions at the article level, frequent synchronizations across multiple RSS clients and near real-time analytics to provide prioritized, more relevant articles.