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?
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]



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.