Publish/subscribe messaging using a message structure carried out at a messaging intermediary system is provided. A plurality of lists to which publishing entities can publish messages and to which subscribing entities can subscribe to messages is maintained. A list for messages conforming, at least partly, to a common message structure is provided. A request from a publishing entity or a subscribing entity is matched to one or more provided lists by comparing a message having a message structure or an abstract representation of one or more messages to the provided lists. Messages conforming, at least partly, to the common message structure via the list are shared.