The upscale networking site is trying to expand and introduce new products without alienating its influential customer base
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Even as upstarts crowd the online hangout field, and youth-focused sites like Facebook pursue a more professional clientele, social network LinkedIn is swiftly adding customers—and profit—by sticking by its well-heeled user base.
The strategy that's swelling LinkedIn's rolodex of professionals by 100,000 a week will be put to the test in coming months as the company rolls out new features and prepares for an international expansion financed by a $12.8 million influx of financing announced Jan. 29. Bessemer Venture Partners put in the lion's share of the round (LinkedIn's third), and European Founders Fund also took a stake. The venture capital companies join existing backers including Sequoia Capital and Greylock Partners.
The In Crowd
LinkedIn has grown to 9 million members—3.6 million of whom log in at least once a quarter—and attracted blue-chip advertisers like BMW, American Express (AXP), and Virgin Atlantic Airways by catering to an affluent demographic. The average LinkedIn user is 39 and makes $139,000 a year. Of the total, 89,000 are chief executive officers, and nearly half a million others occupy another job in the C-suite, LinkedIn says. In addition, companies including Microsoft (MSFT), eBay (EBAY), Target (TGT), and L'OrĂ©al pay $2,000 to $10,000 a month for the ability to search LinkedIn's profiles for job candidates.
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