The article I found was about Yahoo! Finance using RSS feeds. You can get feeds that follow your favorite company. You have to use a certain url and then according to which company you want, you use a certain ticker symbol. http://developer.yahoo.com/finance/company.html
A benefit of using Google Reader to subscribe to several sites would be that all the information is in one spot. You don't have to go to all the sites to see if there is something new. Another thing I liked, is that if you didn't want to follow something anymore, you can simply delete it. It doesn't have to stay there forever. So far, I haven't seen any drawbacks. Probably the more I use it, the more I will find :)
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