• By Nicholas Carlson
    May 8, 2008 12:00 PM 456
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    News Corp. exec explains why MySpace traffic rose, revenues dropped

    Chernin-Thumb.jpgSomehow, Fox Interactive revenues dropped last quarter despite traffic to MySpace, the News Corp. Web unit's main property, growing. News Corp. chairman Peter Chernin offered three excuses:

    • MySpace users click around so much and create so many pageviews that ad inventory supply outweighs advertiser demand.
    • It's hard to tell why a particular user is using MySpace, so targeting ads are difficult.
    • FIM is having a hard time coming up with convincing metrics to sell advertisers on the value of a friend's recommendation.
    What Chernin didn't explain: Which of these excuses didn't hold true for the previous quarter, when revenues were higher.


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