Can MySpace Really Make Money?

There is a growing buzz online and offline (at Digital Hollywood, I heard some senior execs in the industry expressing their doubts) about whether MySpace will really be able to capitalize on its huge popularity. The doubts in this story and another one here (by the same writer) center around the misuse of MySpace, and how that might drive away advertisers. “Without a clever marketing plan, MySpace is likely to hemorrhage money,” the story says.
Actually, my concerns are a bit different: it is called integration blues, age old as M&A has been. The vast properties bought by FIM/News Corp are not exactly having a sweet ride as far as integrating those go…I’ll leave it at that for now.
Related: Also read this essay: “Friendster lost steam. Is MySpace just a fad?