So, for example, if you are trying to sell an automated OS recovery package you probably wouldn't want to bother teenagers or moms with your message (or pay for their reading it), but would prefer to bring it to the attention of technical support staff or operational managers. Magpie lets you do this effectively without spending too much on your advertising; particularly as it's a new network so you don't have to bid against many advertisers at the moment.
Interesting concept, and one to watch as people try out different marketing techniques with new social networks.

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