To create an RSS feed or receive e-mail alerts for a specific search, click RSS or Save search on the search results page:
To create an RSS feed or set-up e-mail alerts for a specific publication, click on a relevant result after searching for a publication or article from a journal. On the article page, click the name of the journal, and then click Search in PubMed
This will start a new search for the publication you selected. Under the search bar, click RSS or Save search to create a feed or alert for the searched publication.