RSS reader start-up Bloglines has rolled out the first step of an extensive redesign, launching a new "skin" to its beta testers and starting to work advertising into members' feed readers.
On the ad front, Bloglines has started putting display ads into search results and into individual members' "start pages", with more forms of advertising on the way — specifically within feed readers.
Bloglines first started its beta roll-out nearly a year ago; the early player in the RSS feeder niche has faced increased competition from Google Reader as what was once a Mountain View, California, side project has become the reader of choice for many new-media junkies. Bloglines is now owned by Barry Diller's InterActiveCorp.
