
In other words, Digg has a MySpace problem.
Unlike MySpace, however, Digg has no plans to passively watch its audience go elsewhere. It may have lost some of its first-mover mojo, but the San Francisco-based company -- which has 40 million registered users -- is actively working to get it back.
For starters, Digg is planning to launch a spate of new Digg sites centered around niche content. To continue broadening away from its original base of men ages 18 to 34, Digg is “extending beyond our one-size-fits-all home page and atomizing content,” says Digg's chief stategy officer, Mike Maser. If you’re interested in rock climbing or knitting, Digg aims to have in-depth news for you to vote up or down on a separate home page.
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