Space race

Social networking websites are growing exponentially, especially among young people, and marketers would like to exploit them.

Space race

John Wolfe

Social networking Web sites like MySpace.com and Facebook.com are, from a marketer's perspective, much like Saturday Night Live's Not Ready for Prime Time Players. They're popular among the kind of young people coveted by advertisers but still a bit too racy and cutting edge to be allowed into America's living rooms while the kids are still awake.

At least for now.

So far, mainstream marketers' forays into this brave new marketing world could best be described as experimental. They use social networking sites to deliver commercial messages gingerly as they...

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