Do social networks lack support from commercial interests? Departing Friendster Inc. CEO, Scott Sassa might think so. (see "Friendster CEO departure signals difficulties")

Why should websites known for rapidly growing to serve millions of returning enthusiasts simply lose commercial luster instead of gain sponsor shine?

The answer might be as old as the first advertisement printed on the page of a magazine.

Ask any magazine editor how to make a profitable magazine and they will tell you the content comes first.

You see, content is what draws like minded people. Like minded people provide demographics and demographics are what pays for that colorful magazine, the song on the radio or the television programs you watch.

A social network without a central cause, one without content as the central theme, is void of value. The situation gets worse from the moment the site starts to grow because there is no common theme to bind the members together, there is no like minded demographic and even as membership grows the value of the site to members and sponsors alike actually decreases.

Blogworking is the missing link is social networks.

Only a Blogworking site, can combine the self-governing nature and viral growth of social networks with the content generation and popularity of weblogs. Weblog article authorship can provide content of magazine quality and the authentication, accountability and viral nature of social networking provides the glue to bind together a Blogworking magazine.

Without a central cause and exclusive membership, high-value or even like minded discussion is inappropriate and notably absent.

Today, Self-governing Blogworking sites such as The AlwaysOn Network (http://www.alwayson-network.com/) combine with interactive weblog publishing to provide the content and there is so much of it, a printed magazine has already been created using internet article authorship.

A Blogworking site like AlwaysOn might not have the millions of members that a social network known primarily for dating might have, but who wants to bet which is around longer?