Monday, 14 January 2008

Fishing Where The Fish Are

Conde Nast's teen site Flip has decided to turn down the focus on its standalone site and instead turn itself into a widget that can live in different ecosystems. Facebook will be the initial beneficiary of this strategy and ongoing development and marketing efforts will be focused on this approach.

Sarah Chubb, president of CondéNet said, “Flip’s demographic is perfectly aligned with FacebookWeve made 300,000 girls incredibly happy, but there’s millions of them on Facebook. And we know they’re interested the same kinds of tools that are available there. It would be a whole lot harder to build from 300,000 to the serious numbers like 1 or 2 million, which is the sweet spot for us. So this seemed like the best way to go.”

In my opinion the growth of Facebook and the other social networks will give rise to similar questions from many other providers of niche social nets...

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