Ning Lays off 40% of Staff, to Refocus on Paid Users

In a significant shift, Ning has laid off more than 40 percent of its staff (shrinking from 167 people to 98 people) and announced it no longer provide access to free social networks, concentrating instead on "for fee" customers. After 30 days as Ning's new CEO, Jason Rosenthal says "my main conclusion is that we need to double down on our premium services business."

"Our Premium Ning Networks drive 75 percent of our monthly U.S. traffic," and those customers will pay for many more services and features," says Rosenthal.

"Existing free networks will have the opportunity to either convert to paying for premium services, or transition off of Ning," he says.

The announcements by the Palo Alto social networking company came about a month after co-founder Gina Bianchini was replaced as CEO role after five years in that job.

Ning was founded in 2004 by CEO Bianchini and Netscape Communications Corp. founder Marc Andreessen. It has raised more than $100 million from Lightspeed Ventures, LinkedIn Corp. founder Reid Hoffman, Legg Mason and Allen & Co.

The company offers a platform aimed at offering customizable tools that lets users create their own social networks.

The company makes money by selling Google-brokered ads on social sites and by selling premium services, including the ability to eliminate Google ads, which can be replaced with ads sold by users.

The move could provide a boost to other providers, including firms such as Zerista, which specialize in social networks that feature 250 members or fewer, especially networks that benefit from mobile access and sharing. Zerista also offers paid support for larger social networks that could include 100,000 members, though.