While social networking has been a hot topic in the industry for a few years now, many magazine publishers are still struggling to figure out how to use the online community-building tool to their advantage—or if they should devote the staff time and resources to it at all. For Nylon, a magazine rooted in youth and popular culture, the answers to those questions were easy. “I don’t think it was ever a question that we should have a MySpace page,” says Faran Krentcil, digital director. “It was just a really organic thing … . Everyone in the Nylon office had a MySpace page, so
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