A new MySpace? Co-chiefs lay out plans
Published 4:00 am Thursday, March 11, 2010
BEVERLY HILLS, Calif. — MySpace’s new co-presidents are making changes to the News Corp.-owned social-networking site, reducing clutter on users’ profile pages and expanding music, movie and game features.
Mike Jones and Jason Hirschhorn, promoted last month with the departure of Owen Van Natta, said they are returning MySpace to its roots by fostering interaction around entertainment. New offerings will be introduced in stages over the next year, they said in an interview Tuesday.
“Incrementally, not with one switch of the light, over the next six, nine and 12 months, there’s going to be a remarkable transformation,” Hirschhorn said at their shared office in Beverly Hills, Calif.
The pair said they are focused on maintaining the site’s more than 100 million global users before trying to win back people who moved to Facebook. They said they’ve revamped product development to create tools that help users discover and share entertainment content.
“The product wasn’t on par with some of the competitors,” Hirschhorn said. “We did not do a great job of making it a usable place.”
The two executives said they are working on a new advertising deal to replace the $900 million multiyear partnership with Google that expires in June. MySpace is talking with several partners, including Google, about striking a new search agreement, or may split search among providers, Jones said. He declined to discuss specifics.
“There will be another deal,” Jones said. “It will be with Google or it will be with another partner.”
In the United States, MySpace fell to 69.7 million users in January from 75.6 million a year earlier. Facebook more than doubled to 112 million users, according to ComScore Inc. A survey of marketers by researcher Outsell Inc. rated MySpace behind Facebook, LinkedIn and Twitter for effectiveness.
The new look of profile pages will start as early as next month for musicians, and will expand to all users later in the year, Hirschhorn said. The move is in response to criticism that the Web site was difficult to navigate, he said. MySpace once had more than 400 engineers developing new products for the site, while less than 10 people worked on design and usability, Hirschhorn said.
“The site is now focused on discovery and being discovered,” Jon Miller, News Corp.’s head of digital operations, said at a conference in Abu Dhabi Wednesday. ‘Companies try to do everything at once these days and you can’t, you have to be focused.”
At the Game Developers Conference in San Francisco, MySpace also is introducing games, including new titles, an iPhone application and development tools for game makers.
The new movie section within MySpace will let users watch previews, interviews with actors or take quizzes related to films.