Specific Media plans to finally describe its plans for former social Web star Myspace as part of Advertising Week in New York on Monday. But instead of a press conference or a product launch, the company will be addressing “CMOs and senior marketers” to tell them about advertising opportunities and show off Justin Timberlake.
When Specific Media bought Myspace in June for $35 million and said it had wrangled Timberlake as an investor, the company pre-announced a press conference for August 17. (Kara Swisher had labeled the Timberlake bit as “stunt casting,” which is to say, “the worrisome look-at-the-shiny-celebrity approach.”)
That press conference date was soon postponed, as the new owners’ progress on Myspace was more “incremental” than transformative, according to the Wall Street Journal. And last week, Specific laid off a small percentage of its staff, as reported by TechCrunch. In an emailed statement, Specific Media COO Chris Vanderhook described the layoffs as part of a streamlining process that reflected “big progress made toward achieving our goals.”As for tonight’s “Future of Myspace Talk,” Timberlake is set to appear — or at least someone named “Justin” is — according to an agenda sent to us by Myspace PR and printed below. (I removed the locations as most of the events are private.) Monday, October 3, 2011
10:00 AM – Reuters Leadership Roundtable. Tim Vanderhook, CEO of Specific Media will participate in a candid discussion on challenges and opportunities in today’s disruptive landscape. 8:00 PM –The Future of Myspace Talk: Tim, Chris and Justin host a private reception for 40-55 CMOs and senior marketers to discuss the strategy for Myspace, highlight first-100-day learning and achievements and outline advertising opportunities for brands. 9:00 PM – MySpace AMP’d UP Opening Concert. By invitation only.
Tuesday, October 4, 2011
3:30 PM — New York City Game Changer’s Panel. Al Dejewski, SVP of Global Marketing for Specific Media will join other top marketers and panel moderator Hon. Katherine Oliver, Commissioner from the NYC Mayor’s Office of Media and Entertainment, to examine how these dynamic leaders are fostering change and reinventing the industry at “breakneck” speed. 7:30 PM – IAB MIXX Awards Ceremony. Bill Schild, Regional Vice President, East Coast for Specific Media will present the Interactive Video Award.