Interactive agency imc2 has established an RSS practice, called Dispatch, after some seven months of experimentation with the syndication technology, reports ClickZ. The agency is apparently betting that consumers will broadly adopt RSS as an alternative to email subscriptions, and marketers will therefore use the technology to reach them. imc2 will offer clients an RSS platform that would be integrated into their current email publishing systems. Via a branded RSS reader and its feed production technology, the agency expects to be able to generate what might be termed "feed-through" metrics that, according to a spokesman, will be as comprehensive as those for email.