Rupert Murdoch is not a happy camper. Myspace is hemorrhaging money, and no one can seem to stop the bleeding. Adotas reports that Myspace has lost News Corp around $32 million in the fourth quarter of 2009; about $73 million total for 2009. This decline can largely be attributed to decreases in search and advertising revenues based on consistently falling traffic.
The fundamental problem with post-Fox Myspace is that they simply focused on finding ways to monetize and exploit the site's users, instead of trying to maintain a user-centric social experience. The site became rife with shady marketers, promoters, spammers and obtrusive ads… sparking a mass exodus of users, whom Facebook was only too happy to accommodate.
Myspace also suffered from many maladies that made the user experience simply too difficult to bear in the face of up-and-coming Facebook. Myspace users complained about the site's poor usability, frequent errors and confusing pages and layouts. Where customization was at first novel and interesting, it had become unwieldy, sometimes downright ugly, and too focused on individual personalization rather than creating and sharing with a community. So many "users" were marketers, and their comments and posts so self-involved and non-reciprocatory that there was just no incentive for anyone to participate anymore. Ads were everywhere; a large number of personal messages received were spam and even many profiles were simply ads. The average, everyday user found the balance of usability and community they were looking for on Facebook, who offered a simple and clean interface where everything was easily shared and commented on.
So what now? Can this once dominant space be salvaged AND made to turn a profit? While Myspace is no longer the platform of choice for users to connect with family and friends, it still attracts around 50 million unique visitors per month, (even though that number has fallen around 20% in the past six months), and so it is still a viable destination site.
Here is my 4-point plan to fix Myspace:
- Completely shift the focus of the site and redesign the user experience.
Why does the user have to be fluent in HTML to personalize their profile or post pictures or video on Myspace? The beauty of Facebook is that all of the code is under the surface, and the user never has to futz around with it. A click or two, and every picture, video and comment is just as it was meant to be. Though the platform does allow for huge personalization using HTML code, it seems that this has fallen in priority of desirable features – with ease of use taking the top spot.
- Mobilize the user base to actively create content, rather than just update their statuses.
The creation of user-generated content pages on an infinite number of topics would enrich the content library, and drive user engagement. The idea is to create a platform that would empower and re-energize the once-passionate Myspace community to participate in a forum that isn't self-centered or a shameless marketing ploy.
- Shift the revenue model from display advertising to behaviorally targeted ads, as well as demographic and psychographic data collection and analysis.
Visitors know that ads are inescapable – a way of life in today's internet; but the ads don't need to be intrusive, and if done correctly, can actually enhance the community experience by serving as targeted, relevant advertainment. Visiting a Muse fan page to read reviews of their new album? A clearly labeled side bar will offer you a clip from their new video and tell you that they just announced new concert dates near you. Don't make people search for it, serve it right up! Such ads are proven to increase conversion rates and would be more attractive to higher-value advertisers, as opposed to the "Get Ripped in 4 Weeks" and "Who's got a crush on you?" crowd Myspace is currently in business with.
- Foster and publicize innovation.
In its heyday, Myspace was constantly adding features and updates to the site… and telling people about it! What Myspacer doesn't remember the steady stream of messages from Tom talking about what was constantly being done to further the user experience? Stop focusing on turning a profit, and start focusing on developing functions and features that will make people want to use Myspace again.
2000: Barry Sanders
John Madden reprises his role on the cover, with Barry as a background image. Barry promptly retires for no good reason right before the season he was probably going to break Walter Payton’s then-all-time rushing record. Thanks, John!
| Barry Sanders | 1995 | 1996 | 1997 | 1998 | 1999 |
| Games: | 16 | 16 | 16 | 16 | N/A |
| Rushing Yards: | 1,500 | 1,553 | 2,053 | 1,491 | N/A |
| Rushing Avg: | 4.8 | 5.1 | 6.1 | 4.3 | N/A |
| Receiving Yards: | 398 | 147 | 305 | 289 | N/A |
| Touchdowns: | 12 | 11 | 14 | 4 | N/A |
2001: Eddie George
Eddie had his worst statistical season up to that point. Previously never having less than 1300 rushing yards, he finished with 939 and 5 TDs, (11 less than the previous season!). The Titans finished 7-9 and failed to make the playoffs. Worst of all, George couldn't handle a pass at the of the last game, resulting in a Ray Lewis touchdown that effectively ended the Titan’s season. Let’s not forget the Titans were in the Super Bowl the year before. George retired 3 years later at an early age from the wear and tear on his body.
| Eddie George | 1997 | 1998 | 1999 | 2000 | 2001 | 2002 | 2003 |
| Games: | 16 | 16 | 16 | 16 | 16 | 16 | 16 |
| Rushing Yards: | 1,399 | 1,294 | 1,304 | 1,509 | 939 | 1,165 | 1,031 |
| Rushing Avg: | 3.9 | 3.7 | 4.1 | 3.7 | 3.0 | 3.4 | 3.3 |
| Receiving Yards: | 44 | 310 | 458 | 453 | 279 | 255 | 163 |
| Total Touchdowns: | 7 | 6 | 13 | 16 | 5 | 14 | 5 |
2002: Daunte Culpepper
Fresh Ground Culpepper suffered a severe decline in his output (14 TDs, 13 INTs) from the previous season (33 TDs, 16 INTs). He also suffered a serious injury that made him miss 5 games, giving the Vikings one of their worst seasons in nearly 20 years. After two awful knee injuries and a short-lived retirement, he is now the back-up QB for the Detroit Lions - who last year became the only team in history to win ZERO games!
| Daunte Culpepper | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 |
| Games: | 16 | 11 | 16 | 14 | 16 | 7 | 4 |
| Passing Yards: | 3,937 | 2,612 | 3,853 | 3,479 | 4,717 | 1,564 | 929 |
| Interceptions: | 16 | 13 | 23 | 11 | 11 | 12 | 3 |
| Total Touchdowns: | 40 | 19 | 28 | 29 | 41 | 7 | 3 |
| QB Rating: | 98.0 | 83.3 | 75.3 | 96.4 | 110.9 | 72.0 | 77.0 |
2003: Marshall Faulk
Marshall Marshall Marshall had one of the worst statistical seasons of his career (topped 1000 yards in 7 of previous 8 seasons with over 1300 in each of last 4 seasons), and a nagging ankle injuring plagued him all season. His TD total (10) was less than half of his previous season’s (21). He never seemed to be able to get healthy after this year and never cracked the 1000 yard mark EVER AGAIN in his career. Injuries forced him into retirement.
| Marshall Faulk | 1999 | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 |
| Games: | 16 | 14 | 14 | 14 | 11 | 14 | 16 |
| Rushing Yards: | 1,381 | 1,359 | 1,382 | 953 | 818 | 774 | 292 |
| Rushing Avg: | 5.5 | 5.4 | 5.3 | 4.5 | 3.9 | 4.0 | 4.5 |
| Receiving Yards: | 1,048 | 830 | 765 | 537 | 290 | 310 | 291 |
| Total Touchdowns: | 12 | 26 | 21 | 10 | 11 | 4 | 1 |
2004: Michael Vick
The Michael Vick Experience broke his leg during a pre-season game before the real season even started, and missed most it as a result. The previous year he had the best statistical season of his career (3700 combined yards and 24 TDs). Vick never again even came close to those numbers, and a couple of years later he was found guilty of “masterminding” a dog-fighting ring and sentenced to 23 months in prison. Upon his release he was signed by the Philadelphia Eagles, and is currently Donovan McNabb's (future Madden victim) backup.
| Michael Vick | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 |
| Games: | 8 | 15 | 5 | 15 | 15 | 16 | 0 |
| Passing Yards: | 785 | 2,936 | 585 | 2,313 | 2,412 | 2,474 | J |
| Interceptions: | 3 | 8 | 3 | 12 | 13 | 13 | A |
| Total Touchdowns: | 3 | 16 | 4 | 15 | 19 | 15 | I |
| QB Rating: | 62.7 | 81.6 | 69.0 | 78.1 | 73.1 | 75.7 | L |
2005: Ray Lewis
OK, so Ray-Ray might be the “exception” - relatively speaking. He only missed 1 game to injury, but suffered a decline in the amount of tackles and turnovers from his previous seasons. He also failed to intercept a pass for the first time in his career. However, he did manage to avoid murder and aggravated assault charges by pleading guilty to a misdemeanor and snitching on his co-defendants, so I guess we chalk this one up as a win.
| Ray Lewis | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 |
| Games: | 16 | 5 | 16 | 15 | 4 | 14 | 14 |
| Total Tackles: | 162 | 58 | 163 | 147 | 46 | 103 | 121 |
| Sacks: | 3.5 | 0.0 | 1.5 | 1.0 | 1.0 | 5.0 | 2.0 |
| Interceptions: | 3 | 2 | 6 | 0 | 1 | 2 | 2 |
| Def. Touchdowns: | 0 | 0 | 1 | 0 | 0 | 0 | 1 |
2006: Donovan McNabb
Let’s just recall that Donovan’s previous season was a career year for him (over 4000 combined yards and 34 TDs) and the Eagles made it to the Super Bowl. That being said, after appearing on the Madden cover, Rush Limbaugh’s favorite QB suffered a sports hernia early on and threw 9 picks in the 9 games he played, (he threw 8 INTs the entire previous season). Tough guy that he is, he tried to play through it, but that mercifully ended when the Dallas Cowboys knocked him out of the game in week 10 and he decided to have surgery to repair the hernia. The Eagles - Super Bowl contenders the previous year - finished 5-11. Oh, and let’s not forget that circus feud with T.O.
| Donovan McNabb | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 |
| Games: | 16 | 10 | 16 | 15 | 9 | 10 | 14 |
| Passing Yards: | 3,233 | 2,289 | 3,216 | 3,875 | 2,507 | 2,647 | 3,324 |
| Interceptions: | 12 | 6 | 11 | 8 | 9 | 6 | 7 |
| Total Touchdowns: | 27 | 23 | 19 | 34 | 17 | 21 | 19 |
| QB Rating: | 84.3 | 86.0 | 79.6 | 104.7 | 85 | 95.5 | 89.9 |
2007: Shaun Alexander
The previous year, SALEX had MVP stats - over 1800 rushing yards and a then NFL record 27 TDs. Played every game. In fact, he had over 1200 yards in each of the previous 5 seasons with never less than 14 TDs. After the cover? Missed 5 games with a broken foot, scored 7 TDs and didn’t crack 900 yards. Didn’t crack 800 yards the following year. Currently not on any NFL roster. Ouch!
| Shaun Alexander | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 |
| Games: | 16 | 16 | 16 | 16 | 16 | 10 | 13 |
| Rushing Yards: | 1,318 | 1,175 | 1,435 | 1,696 | 1,880 | 896 | 716 |
| Avg Per Carry: | 4.3 | 4.0 | 4.4 | 4.8 | 5.1 | 3.6 | 3.5 |
| Total Touchdowns: | 16 | 18 | 16 | 20 | 28 | 7 | 5 |
2008: Vince Young
Though the former NCAA national champion and Rose Bowl MVP did not have a good rookie season, (2200 passing yards, 12 TDs, 13 INTs), his second NFL season was even worse. Though the Madden cover-boy stayed relatively healthy, he threw 9 TDs and 17 (!!!) interceptions. He ended up ranking 27th in TDs (there are only 32 teams in the NFL) and tied for 7th with legendary pick machine Kurt Warner in INTs. Then Vince went crazy. He went AWOL from the team, talked about killing himself and/or retiring from football, and generally scared the hell out of his agent. Once it was impressed upon him just how much money was in question here, he came back to the Titans and is now the backup QB.
| Vince Young | 2004 | 2005 | 2006 | 2007 | 2008 |
| Games: | College | at UT | 15 | 15 | 3 |
| Passing Yards: | - | - | 2,546 | 2,199 | 219 |
| Interceptions: | - | - | 17 | 13 | 2 |
| Total Touchdowns: | - | - | 19 | 12 | 1 |
| QB Rating: | - | - | 66.7 | 71.1 | 64.5 |
2009: Brett Favre
Dude played 16 legendary years in
| Brett Favre | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
| Games: | 16 | 16 | 16 | 16 | 16 | 16 | 16 |
| Passing Yards: | 3,658 | 3,361 | 4,088 | 3,881 | 3,885 | 4,155 | 3,472 |
| Interceptions: | 16 | 21 | 17 | 29 | 18 | 15 | 22 |
| Total Touchdowns: | 27 | 32 | 30 | 20 | 19 | 28 | 22 |
| QB Rating: | 85.6 | 90.4 | 92.4 | 70.9 | 72.7 | 95.7 | 81.0 |
2010: Troy Polamalu
This year, the Madden team at EA decided to hedge their bets and have two players on the cover - one defensive and one offensive. The duo they chose both played in the the previous Super Bowl: wide receiver Larry Fitzgerald and safety Troy Polamalu. Both these guys are young and the best players at their position in the league. What could go wrong? Well, I'm glad you asked! First game of the 2010 season against Tennessee, Polamalu looked every bit the perennial pro-bowler; flying all over the field, stopping runs, batting passes and coming up with one of the greatest one-handed interceptions ever. Then he sprained his MCL trying to recover a blocked field goal attempt. No word yet on Troy's timetable for return... but usually that kind of injury takes at least 3-6 weeks. At the time of writing, Fitzgerald has not yet played his first game of the season. I hope he has insurance.
The curse lives on!
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