Scott Karp asks: Has the Myspace downturn begun? He has charts and graphs, too.
Many of us believe brands are much more volatile today than a generation ago. Great brands are still hard (and expensive) to build, but the amplified word of mouth that's made possible by the Internet allows the almost-overnight creation of Myspace as a $580 million brand. What happens next? Is it a lasting brand? Don't forget that "easy come" is often followed by "easy go."
For those of us who care about local newspapers, there's another question: Can we play in the same space as Myspace? Is there room for us to facilitate local interactive communities?
I think we can, and that's part of the reasoning behind the next-generation website concept that Morris is piloting in Savannah, Ga.
Newspapers need to learn how to play a value-add role in local online community, and that includes people under retirement age (the people known as "our loyal readers").
Myspace is hot right now. But not as hot as you might think -- my inhouse focus group (i.e., teenage daughter) has shifted to Xanga. Kids change allegiances almost as fast as they change clothes. I'm not intimidated by Myspace in 2006 any more than I was by Prodigy in 1996.
Comments
it's hot.
myspace is SO MUCH hotter than xanga!
sorry but it's kind of a big deal. if there's anything to worry about, i think it would definitely be myspace.
myspace
myspace is definately not stable. the internet evolves on a daily basis. new profile networking sites are conceptualised and created everyday. myspace would have to evolve closely and possibly predict and set trends in order to stay ahead of the pack. facebook is networking site that has recently amassed popularity in south africa. and grow in a big way everyday. i used to love myspace, but facebook is simpler and puts me in touch with people in a gentler way. i seldom check my myspace account anymore. facebook has the benefit of user friendliness, which makes all the difference.
the internet is incredibly fickle. and brands not only need to stay on top with their branding and marketing forces, but need to stay at the forefront of cutting edge technology in order to maintain and brand loyalty. the nature of the internet also means that consumers are able to switch brands in a spilt second, they just close the window and move on to the next one. which means that online brand workers will have to be on their toes at all times. its like branding gone loco.