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?
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.
[Friend AdPulp on MySpace]