MySpace and Advertising [7:01 am]
In the fiscal year that ends in two weeks, the News Corporation unit that encompasses MySpace will miss its $1 billion revenue target. When the News Corporation announced the projected shortfall in April, several analysts downgraded the company, sending shares down 5 percent.
With an eye toward monetization, MySpace is being redesigned beginning Wednesday with a new home page, which will be less cluttered and more hospitable to advertising. (The home page will also feature a “splash page” for an ad about the new Batman movie, “The Dark Knight.”) The redesign, to be done by early fall, will include a new navigation bar, search tool and video player.
The redesign is intended to address a problem of social networking sites, which is that many user pages have the aesthetic appeal of a 14-year-old’s high-school locker. But there are still many questions left about the advertising value of social networks.