Myspace and Social Networking

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Sav Banerjee

Webliography for MKT 352

Topic : MySpace and other social networking companies as Internet Advertising Revenues. Factors to consider are the business models for these websites, their rising popularity, and the attraction of brands to advertise themselves in social networking websites (especially MySpace)

1. O'Malley, Gavin "MySpace vs. eBay? Site leaps into e-commerce." Advertising Age; September 11 2006, Vol. 77 Issue 37, p6-6, 2/5p, 1 chart, 1c < http://0-search.ebscohost.com.library.ggu.edu:80/login.aspx?direct=true&db=buh&AN=22375998&site=ehost-live>

This article discusses the need for a revenue model for social networking websites like myspace.com. Myspace is a very active web destination, second only to yahoo in terms of page views. There are 106 million profiles on myspace.com. With such a prime web real estate, Myspace enjoys an excellent opportunity to serve as an advertising venue for prospective marketers to advertise their products. Similar to musicians, direct marketers can take advantage of MySpace to target a feasible and large target audience. Very similar to their classifieds platform, Myspace also has a display advertising section, which can be targeted and suited to a very selective target audience. This will also increase traffic for MySpace, and using a similar model like yahoo or AOL, their ad revenues can shine superbly. Due to the diversity of the member base of it's website, MySpace can select the pages that any offer can be placed.

2. Sowa, Tom "Space to grow: More businesses are using MySpace"

Spokesman-Review, The (Spokane, WA); 10/16/2006 < http://0-search.ebscohost.com.library.ggu.edu:80/login.aspx?direct=true&db=nfh&AN=2W62W64232420713&site=ehost-live>

This article in the Spokesman Review discusses the importance of Myspace and social networking sites to monetize revenue for smaller businesses. Smaller cities like Spokane, Washington are having businesses like smaller bookstores advertise on MySpace. Most audiences that regional base are finding it informative to know about local businesses.

3. Adegoke, Yinka "AMERICA: Why mainstream advertisers are launching into MySpace" Marketing Week, May 25 2006 < http://0-proquest.umi.com.library.ggu.edu:80/pqdweb?did=1042268431&sid=3&Fmt=3&clientId=2245&RQT=309&VName=PQD>

The world of web media is constantly changing. The online media industry has always been in a state of flux, and now with the rise of Web 2.0, social networking has taken the online advertising industry by storm. While traditional marketing has not witnessed a phenomena called ‘social evolution' – newer brands are taking advantage of this target market, and launching their brands in user generated content websites like Myspace to put themselves in front of America's youth today. Eyeballs or "audience" seem to rule the business model for these social networking and hence companies like Honda Motors, Wendy's and Cingular Wireless have scored contracts with Myspace to give their brands more exposure to the Gen Y, who have a massive spending power and are demonstrating signs of changing the economy.

The power of the Internet unfolds into social networking as targeting, reach ability, interactivity, and other factors make it easier for brands to target to their consumer. The interactive aspect of the web also helps these brands connect directly with the consumers and have the latter ‘play' with the brand. Consumer interest on the net is peeking, and brands have to take advantage of that.

4. Ad-Age staff "The Water cooler" Advertising Age (Midwest region edition) Chicago edition. November 20 2006. < http://0-proquest.umi.com.library.ggu.edu:80/pqdweb?did=1167258041&sid=1&Fmt=3&clientId=2245&RQT=309&VName=PQD>

This article in the advertising age discusses the rise of social networking giant MySpace.com in a report prepared by Credit Suisse First Boston. The report announces MySpace as the toughest...
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