rogerd - 2:08 pm on Oct 27, 2006 (gmt 0)

>>Why would anyone buy Myspace?

MySpace isn't so much a dating site as an online replacement for the shopping mall and other teen hangouts. There's a lot of interaction there, and a lot of pageviews and time online. Marketing to teens is tough, and it's having them accessible at MySpace for advertising that has created so much value.

The big unknown that I see is caused by other teen market characteristics: fickleness and fads. Today's hot brand can be tomorrow's junk if it gets overexposed, loses its cachet, etc. Some brands have stayed strong over time in the teen market, and that will be MySpace's challenge.