Bianchini has some competition there: Facebook has lately been strengthening its connections to publishers.

FORBES: The Social Web

New personal connections would lead to more time spent on the site, which would mean more advertising revenue for the publishers, Bianchini says.

FORBES: The Social Web

Ning Chief Executive Gina Bianchini and Plaxo's McCrea both say their sites use a careful vetting process to test all third-party applications for holes.

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By using Ning to build a social network around those topics, publishers could help readers meet new people that share their same interests, Bianchini contends.

FORBES: The Social Web

Rosenthal, who became CEO after co-founder Gina Bianchini stepped down, is a longtime friend of Ning co-founder and Netscape co-founder and now venture capitalist Marc Andreessen.

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Virtual tschotskes beckon: Instead of selling generic virtual "gifts" like Facebook does, later this autumn Bianchini aims to give users the ability to design their own virtual presents and sell those (vampire love-bites, anyone?).

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Even as Bianchini remains committed to helping individuals and small groups build audiences around their own quirky interests and passions, her team has recently put more effort into pitching Ning's network-building capabilities to traditional media companies like print publishers and television networks.

FORBES: The Social Web

Bianchini sees plenty of opportunity.

FORBES: The Social Web