AUGUST 13, 2007
Debra Aho Williamson, Senior Analyst
Last week, News Corp. announced that Fox Interactive Media turned its first annual profit on revenue of $550 million. With an estimated 80% of FIM revenue coming from MySpace, that translates to about $440 million in MySpace revenue for the fiscal year, which ended June 30. Almost all of that comes from advertising.
To those who had their doubts about MySpace, News Corp. CEO Rupert Murdoch had this to say during the earnings call: "It wasn't so long ago — 24 months — when many said we were embarking on a fool's errand. In the 12 months prior to our acquiring MySpace, the site generated $23 million in revenue. Today, on the back of its durability and success, we are forecasting that MySpace alone will generate in excess of $800 million in revenue in fiscal '08."
eMarketer has projected that MySpace would generate $525 million in US ad revenue in calendar 2007 and $820 million in 2008. Both of those figures will likely rise when we issue our next social network ad spending forecast later this year.
Three factors will drive increased revenue for MySpace in the near term. It has begun beta-testing a new targeted advertising tool that will significantly increase CPMs. Parent Fox Interactive Media's deal with Google to supply search technology is providing increased revenue. Lastly, MySpace's international business has ramped up significantly.
At Facebook, which lately has stolen a lot of MySpace's thunder, revenue may also surpass our projection of $125 million in 2007. It now has 31 million active users, up from 8.9 million in September 2006, and generates 40 billion page views a month.
Clearly, its deal with Microsoft to sell banner advertising (reportedly contributing $200 million to Facebook's coffers through 2008) is a big revenue driver. (A flap last week over some banner ads appearing on the Facebook page of a British extreme-right-wing group will likely blow over.)
So, all is rosy in social networking, right? Well, not exactly. With banner ads and search deals plowing in a good chunk of revenue for these sites, what happens to the original promise of social network marketing: delivering a message to one person and having that person spread the message to his or her network? That part is still a work in progress.
Marketers are still grappling with how to measure the effectiveness of forming groups; as one commenter recently wrote on the Valleywag blog, "is simply joining a group really driving sales, profits, and metrics that actually matter?"
eMarketer projects that marketers will spend $900 million advertising on social networks in the US this year.
That figure will likely increase, at least in the near term, but if advertisers simply go for the low-hanging fruit of banners and search instead of reaching for the exponential effect of pass-along, much of the promise — and potential — of social networking will be lost.
Learn how social networkers are becoming brand advocates. Please read the eMarketer Social Network Marketing: Where to Next? report.
뉴하 罗杰斯认为，成为一个充分发挥作用的人关键在于自我结构与经验的协调一致，这就要求有一个无条件的积极关注的成长环境。只要有适当的环境，个人便会得到一个无歪曲的真正的自我观。罗杰斯概括说："酸碱喷射器心理上的自由人的运动方向是成为一个更充分发挥作用的人。他更能充分地生活在他的情感和反应之中，也更能充分地以他的情感和反应体验生活，不论是单独任何一种还是全部所有各种情感和反应都是如此。他能越来越多地利用他的全部机体禀赋，尽可能准确地领悟内部的和外部的存在情境。他利用他的神经系统能够提供的一切信息，有意识地利用这一切，但同时认识到他的整个机体可能而且常常比他的意识更聪明。他更有能力让他的整个机体自由地发挥作用，在极其复杂的条件下从众多可能性中选择此时此刻最有广泛意义和真正合意的行为。他所以能更信赖他的机体发挥这样的作用，不是因为他的机体不会犯错误，而是因为他能对他每一次行动的后果充分开放，并纠正那가고 2014.01.03 17:56 신고
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- Social Network Service
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