These days it seems everyone's blogging. Combine this newest source of information with more traditional online news sources, and you could spend your whole day slogging through lists of bookmarked Web pages just to keep up. Rojo Networks is one of the latest of a bevy of startups trying to help Web users make better sense of this content explosion. The year-and-a-half-old startup's approach is to help users home in on the most relevant and interesting news and blogs by finding out what others in their online social networks are reading.

Rojo exploits a recent and growing phenomenon called RSS, for Really Simple Syndication. With RSS, an online publisher can format content so that users can extract and display it, along with content from other publishers, using "RSS aggregators." These personalized websites and  dedicated reader programs let users view  all the RSS "feeds" they subscribe to -- complete with headlines, summaries, and links to original content -- in one location.