As Owen Van Natta, the new chief executive of MySpace, starts his second week at the sprawling social network , he faces an acute demographic problem.

While Facebook is adding users, Beverly Hills-based MySpace is losing them. Many user profile pages on MySpace are either cluttered or neglected, resembling a strip mall with pockets of empty storefronts. The users who remain tend to be younger and poorer, putting a drag on advertising revenue from blue-chip clients.

To put it more personally, Mr. Van Natta’s friends in Silicon Valley probably do not remember their MySpace passwords.

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