Continuing its innovative approach to local media, OnMilwaukee.com, Milwaukee's only daily magazine, has added a new way -- RSS -- to distribute its headlines and creative content to its growing readership.

RSS stands for Really Simple Syndication, it uses XML (as opposed to HTML) and is an easy way to distribute headlines and content from Web sites like OnMilwaukee.com. To use it, readers need an RSS reader, like RssReader for the PC or RocketInfo for the Mac.

"RSS makes it easier for our readers to get to our stories. It's yet another way we stay ahead of the curve when it comes to delivering our unique stories to Milwaukee," said Andy Tarnoff, co-founder and publisher.

Users can also read RSS feeds through their Web browser with a site like My Yahoo.

Daily stories, exclusive content, interviews and buzz make OnMilwaukee.com part of the daily routine for more than 15,000 people each day. OnMilwaukee.com is the city's oasis featuring Milwaukee's only Weekend Preview, award-winning national columnist Steve Czaban, personal ads, classifieds, movie tickets and an event calendar that is second to none.