John Gartner at Wired writes about the trend of newspapers offering their own branded feed readers.
Offering their own feed readers feels like a desperate move to me. It's grasping at control of the distribution channel. Given that there's literally hundreds of RSS readers, including offerings from giants like Yahoo, MSN, and Ask Jeeves, I doubt also-ran feed readers from individual newspapers will gain noticeable market share.
See also my earlier post on how newspapers would benefit from embracing new distribution channels.