MyMartha In The Pipes

According to CNET News.com, Martha Stewart Living Omnimedia plans to start an online social network similar to MySpace.com, but aimed at adult women.

The network would appeal to women aged 25 to 45, and allow members to share photographs, scrapbooks, recipes and similar projects with one another and home design experts, said the company’s chief executive, Susan Lyne.
“There is no place like MySpace, like Friendster, for that demographic,” Lyne said at a financial conference.
The social network would be part of the Marthastewart.com Web site, founded by lifestyle expert Martha Stewart, rather than a separate Web site like MySpace.

Steve Rubel, a man in a position to know, thinks the project will only succeed if it “builds a bridge to other communities where people are talking about these topics – like Blogher.”
I have had a number of discussions lately with clients who hope to cash in on the social networking trend. I’m all for building online communities sponsored by brands, but I’m not particularly enamored with the MySpace model. Brands need their own model, just like they need their own voice.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.