Non-advertising advertising

How exactly will MySpace integrate enough advertising on its social networking site to make Web 2.0 economics work? Ross Levinsohn, president of Fox Interactive Media, the News Corp. unit now running MySpace, is looking at something called behavior marketing to break through. The idea, as he explains to Business 2.0, is using video and interactivity instead of traditional advertising. He discusses how Wendy’s recently created a MySpace page featuring a four-sided white smiley face called Square (the shape of a Wendy’s burger). In the space of a few weeks, the page attracted 87,000 users.