No Longer The Founders’ Space

You might have heard that News Corp. sent Tom and Chris packing this week. With growth stunted, it’s an expected move, but one that invites this question: will MySpace now become a particularly smelly soc net?
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Grant McCracken, for one, sees the need for new thinking in relation to new media properties like MySpace.

In a new media world, the objective is not continual growth. This is because the new media proposition like MySpace is trying to build a community. It is enlisting the collaboration, the cocreation, of a particular group of people. In this event, it can’t be that everyone is a potential recruit. MySpace is a particular networking proposition, one that works for some people and not for others. In this event, there must be a limit to the market.

McCracken envisions a new media property finding its capacity and then deepening the relationship with existing customers. “We may give up extensive growth for an intensive bond,” he posits.
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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.