oogle Reader is getting the ax.

In a blog post late Wednesday, Google announced that it was killing the RSS feed subscription service for good, much to the disappointment of blog junkies everywhere. Its official retirement date is set for July 1, 2013.

"There are two simple reasons for this," said Google engineer Alan Green in a blog post. "Usage of Google Reader has declined, and as a company we're pouring all of our energy into fewer products. We think that kind of focus will make for a better user experience."

Reader boasted a dedicated following of news hounds and blog readers, who see the aggregator as a tool for easily scanning websites. In a BuzzFeed feature from December, Rob Fishman tells a wonderful story about a handful of Reader faithful who feel that Google's "truly beloved social network" is being bullied by a newer, inferior product — Google+.

Users will have three months to switch their Google Reader subscriptions to another service using Google Takeout. In the meantime, those hunting for an alternative RSS service can try Feedly, Flipboard, or The Old Reader.

So long, Reader. It was fun while it lasted.

Chris Gayomali

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Chris Gayomali is the science and technology editor for TheWeek.com. Sometimes he writes about other stuff. His work has also appeared in TIME, Men's Journal, Esquire, and The Atlantic.