The future of online communities can be found in sports sites:
Given that the BubbleGen demographic–15 to 25–is the sweet spot for
sports advertising targets, it was only a matter of time before Time
came over to the dark side. BubbleGen sports fans need more than an
online magazine, they need a community within which to trash talk,
debate and chest beat. It is the perfect Web 2.0 environment. Want to
know where the future of social media is heading? Spend some time in
online sports communities. Go Bosox!