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How LinkedIn Broke Through

LinkedIn is a 3-year-old social networking site for grownups. The sector is dominated by sites like MySpace (NWS) and Facebook, where teenagers and young adults trade messages on home pages loaded with photos, profiles, blogs, and more.

Those sites make money by amassing a huge audience that attracts advertisers. LinkedIn, on the other hand, appeals to professionals in the broad 25-to-65-year-old category. While some features are available for free, it's designed to be a subscription service (see BW Online, 4/10/06, "Socializing for Dollars").