Rodent Regatta

How to influence members of traditional media?

Let’s say one’s opinion matters to the editor and publisher of a popular newspaper or magazine; you have some influence. Let’s also say that we believe that newspaper or magazine would be well-served to make their news feeds available via RSS.XML.
What’s the proper layman’s (non-programmer) language to use with a business person to explain what might be required on his end? How much time is his I.T. staff going to spend working on the problem? What resources must they have at their disposal? What showstoppers might exist in their past decisions that would make the move overly challenging or costly?