Marketers keep trying to create new portals, which in 1998 were "sticky sites" and now, game over, are social networks. This week AOL's Bluestring follows Yahoo!'s new Mash. Bluestring collects photos and stuff. Mash lets you edit profiles of other people. Wow! Even hipsters at Brandflakesforbreakfast have had enough.
As new portals shake out, marketers might pay attention to the content formats most likely to go viral on the existing networks (though we'd avoid "Leave Britney Alone" for brand implications). Check out MySpace TV's new "quarterlife", a professional TV series produced at $500,000 per pop. The series, on Nov. 11, will use comments from viewers to change story lines, even future actors. Dunno if the 36 episodes will go nova among MySpace's 110 million users, but advertisers should audition.
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