SEATTLE TIMES--...There are two strategies now in play. The first: Some startups have decided social networking will never make any money, but they'll try to make money off other services instead, such as job or apartment listings. Mountain View, Calif.'s LinkedIn is one.
The second — used by dozens of companies, including Friendster, MySpace and Multiply — is to draw so many users that advertisers will pay to be on the Web site. SEATTLE TIMES