I looove Google alerts! The best thing is that updated mail is only sent if something new is reported so it is a very efficient way to keep tabs on a particular subject, event, person etc without having to trawl through all the old history.
My search originally started with "metastatic melanoma" but as I was only really interested in the developments concerning Dr John Pollock, I used his name as my "feed alert".Unfortunately, I could not find any "feed alert" so had to resort to RSS'ing the headlines instead!
A more successful exercise was using the "feed alert" for my daily dose of the "Sideswipe" column in the New Zealand Herald.This was confirmed by Google in minutes.
I have discovered that not all items have "feed alerts" but at least I am aware of them now.
I think these alerts would be very useful to patrons following a particular author or pop star in discovering exactly when they have written a new book or new release etc.