The geometry of the sodium cloud associated with Io (Jupiter I) indicates that the lifetime of the neutral sodium atoms is an order of magnitude less than the photoionization lifetime. We suggest that ionization by thermal plasma electrons in the Jovian magnetosphere is the dominant Na loss process. Using plasma densities deduced from Pioneer 10 measurements, the lifetime and density distributions are calculated for Na and other species which may be present in the cloud around Io. Electron ionization of Na is found to be an order of magnitude faster than photoionization in agreement with the lifetime deduced from Na cloud observations.