Rojo.com (Rojo, as in "RSS with mojo") will be launching an ad-supported feed network that's intended to increase websites' feed subscriptions and provide advertisers a way of developing their own base of subscribers, reports AdWeek. A FeedShare network site places a unit on its page that contains a description and link - or a FeedListing - to a feed subscription of another site, and gets its own listing elsewhere in the network.

The listings are served based on descriptions entered by the sites, then matched by keyword; users who click on the links are taken to a Rojo page where they can subscribe to feeds. Rojo will include one advertising link in the FeedShare unit, along with a non-paid listing.

About.com, CNet Networks and Tech Review are paying a $5 CPM to be included in Feedshare, according to Rojo CEO Chris Alden. Though publishers won't share ad revenues, they will get exposure and new feed subscribers and readers.