The Profile Is the Ad

Biz Report looks at the importance one retailer places on maintaining an active MySpace profile.

Five percent of the TopShop fashion store’s online traffic was driven from its MySpace profile, five times more than a year ago. MySpace traffic accounted for more than twice as much traffic than was received from MSN and Yahoo Search combined.’s profile page describes the store as a 24-year old, single female looking for networking and friends and who doesn’t want children. It currently has just over 3,100 friends. User interactivity is encouraged via a photo contest and the profile page showcases new and special fashion collections, provides links to the TopShop homepage and promotes discounts.

In a separate report, LeeAnn Prescott at HitWise says traffic to MySpace was up 107.3% over the last year.



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.