MySpace wouldn't be my choice to target initially either for most things, but I do think the slant provided is extreme. You asked for examples, so I'll provide some - but at the same time I do want to emphasize I do not think this is a route for most.
For example, paid advertising on myspace has been successful for some and there are a ton of people. I think there is a difference with considering MySpace as a whole and a marketing tactic versus targeting specific audiences (or demographics) that visit myspace. Using the paid advertising myspace provides they can target your ads based on a number of self reported attributes. Say I had a dating site I wanted to advertise on myspace, I could have my campaign setup to show one ad to women and another ad to men. I could then refine the distribution to specific areas of the site and have my ad only shown to a specific age group based on what I want to target. There are tons of attributes they can target paid advertising to including geo location, interests, etc. That type of targeted paid advertising on myspace (which they provide for larger campaigns) is going to perform from a marketing standpoint on myspace ... while a generic dating ad blitzed out thru the entire site may not.
While that is paid advertising for the heavy hitters, and they create dedicated campaigns for musicians, etc that start at 50K+ ... that I believe does work ... most consider the social networking side of things regarding business promotion. With freelinks only up a short time, I have received one review of myspace marketing and it was positive -
Here is the full review of myspace
I have been active on MySpace for about 5 months. I run a podcast that highlights independant musicians. I am constantly looking for new music to play on the podcast. I have found MySpace to be an excellent networking tool for my purposes. I have met several quality musicians that have submitted their music to the podcast, and I have also found a correlation between how active I am on MySpace and how many subscribers to the podcast that I receive. I am not sure how much the actual "link" to my podcast benefits me, but I have found that by networking on MySpace, I have grown my podcast in ways that I don't think I could have without it.
This review was provided by freshworship.com who I think is a member of this forum as well. So maybe he or others with positive experiences can jump in and share what they have been doing specifically to get some results. As Dale said in his article, show him
So if you are looking at myspace as a whole, I think you are correct that it is not going to work. If you have a specific audience and want to target or network, based on the two examples I've provided I am not convinced that it 'does not work'.... not for all, but some and musicians are different than veternarians when it comes to myspace. Some of your target audience may be there and it is the #1 site on the Internet so I wouldn't completely write it off. .... for now.