Antony Mayfield reports that MySpace may spin off its site into a print magazine and leverage the brand—and I concur with his statements:

… what we’re actually talking about is a cheap way of “leveraging the brand” (cashing in, in layman’s terms). But unless it added to, reported on, or included member contributions in an interesting way in its pages it would be nothing more than a brand crossover / exploitation.

Especially being one of the few people on this planet who have extended an online brand into international print titles. Without doing this, the title will not work.
   Perhaps wisely, such an extension would be done with Nylon magazine, which makes some sense, especially endowing MySpace with the print title’s cool and trendy image. (Conversely, Nylon has a MySpace page.)
   Meanwhile, I would like to thank all readers for supporting me at this blog since it started in January, especially as this is my 400th post. It is a double celebration, as Feedburner reports that 232 of you now receive this blog via your RSS readers—the first time I have crossed the 200 mark there.
   It is a small number compared to the older, more established blogs, but I am delighted with the growth, especially after the reader jump I was very lucky to get in July. Thank you.

Del.icio.us tags: brand extension print MySpace magazine leverage branding Nylon News Corp. Rupert Murdoch publishing brand Feedburner Posted by Jack Yan, 09:12  permalink

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