Twitter has struggled to bring more users onto its website. Approximately 70% of end-user interaction with the microblogging service takes place away from Twitter.com. As the company moves toward its search-based ad model, expected to be released later this quarter, website traffic is becoming increasingly important. Yet, it's this gap between use and on-site action that might protect the company going forward ... at least if Facebook can be used as an indicator.

With Facebook Connect, members of the social networking site can interact with their profiles "remotely." If you want to share this blog post on Facebook, for example, you can do it without opening a new browser, plucking www.facebook.com on the keyboard and pasting the URL into the status field. This connection, even though it costs Facebook a pageview or two, reinforces the user's relationship with the site, increasing the likelihood that he or she will remain active overall. It also provides fodder for other members, fueling more clicks, comments and likes ... and ultimately cash in the Facebook till.

Revenue hasn't been as fast to change as end-user sentiment, but all that looks like it's coming to an end next year. Social networking site Facebook, which passed 350 million users last month, is poised to move ahead of rival MySpace in ad revenue in 2010, according to a report from eMarketer. The research firm expects Facebook to rake in $605 million in ad spend next year, compared to $385 million for MySpace, which is a News Corp. (NWS) property.

According to Debra Aho Williamson, senior analyst at eMarketer and author of Social Network Ad Spending: 2010 Outlook, "As more marketers incorporate social networks in their business, they will no longer look at them as siloed destinations. Instead, they will look to increase the impact of their social network presence by linking it to other marketing initiatives, both online and offline."

The mayhem in the media industry continues. The Wall Street Journal, a News Corp (NASDAQ: NWS) property, is closing its Boston bureau and sending nine employees into the wind. The newswire and MarketWatch operations are going to stay open in Boston, however, with no headcount impact.

The Journal doesn't have any plans to close other offices, according to a memo by managing editor Robert Thomson: "there are no plans, nascent or otherwise, to close any other U.S. or international bureau." The WSJ will still support an "investigative function" in Boston, but the New York-based Money and Investing team will cover Boston's mutual fund industry, which boasts such heavy hitters as Fidelity.

At the same time, magazine company Time Inc., owned by Time Warner (NYSE: TWX) is looking to cut $100 million in expenses, and layoffs will undoubtedly figure into the equation. The company that owns Time, Fortune, People and Sports Illustrated – and falls under the same umbrella as AOL, which owns BloggingStocks – is feeling the squeeze of a media recession that's even worse than the regular recession we've all been battling for what feels like decades.

MAJOR PAPERS:

• If the financial crisis hasn't crippled banks enough, the cost to build bank loan reserves may be just as painful, according to the Wall Street Journal's "Heard on the Street". The need for larger reserves is eating away at earnings and is showing up in first quarter reports for banks such as Bank of America Corporation (NYSE: BAC), whose results took an additional hit because of a $6B addition to its loan loss reserve.
• Just four months after Journal parent Dow Jones & Co. was bought by Rupert Murdoch's News Corporation (NYSE: NWS), Wall Street Journal managing editor Marcus Brauchli is expected to resign, according to the Wall Street Journal. Journal publisher Robert Thomson may temporarily take over until a new managing editor is hired.
• The Financial Times reported that Citigroup Incorporated (NYSE: C) is seeking advice from IT group Hewlett-Packard Company (NYSE: HPQ) on how to overcome a crisis without breaking up the company.

WEB SITES:

• According to Reuters, activist shareholders in ASM International (NASDAQ: ASMI) believe, by giving more equity to top managers, that they can boost its value by $1.6B.