Managing Web sites for profitability: Balancing content and advertising

R. Dewan; M. Freimer; Jie Zhang

doi:10.1109/HICSS.2002.994170

Managing Web sites for profitability: Balancing content and advertising

R. Dewan, M. Freimer, Jie Zhang

Research output: Contribution to journal › Article › peer-review

18 Scopus citations

Abstract

Balancing the amount of advertising and content on a Web page affects the profitability of the Web site and its attractiveness to potential visitors. This tradeoff is modelled as a control problem for a Web site manager who is maximizing the net present value of cash flows by controlling the amount of advertising and content displayed on the Web site over its life. The model is calibrated and justified using Web site advertisement and audience data. A new measure of Web site traffic is developed and it is statistically significant in explaining the market value of firms that own advertising supported Web sites.

Original language	English (US)
Article number	994170
Pages (from-to)	2340-2347
Number of pages	8
Journal	Proceedings of the Annual Hawaii International Conference on System Sciences
Volume	2002-January
DOIs	https://doi.org/10.1109/HICSS.2002.994170
State	Published - 2002
Externally published	Yes

Keywords

Advertising
Animation
Business
Content management
Costs
Delay
Electronic commerce
Profitability
Traffic control
Web pages

ASJC Scopus subject areas

General Engineering

Access to Document

10.1109/HICSS.2002.994170

Cite this

@article{f568f0ed1b4441099e29354a9d228c8f,

title = "Managing Web sites for profitability: Balancing content and advertising",

abstract = "Balancing the amount of advertising and content on a Web page affects the profitability of the Web site and its attractiveness to potential visitors. This tradeoff is modelled as a control problem for a Web site manager who is maximizing the net present value of cash flows by controlling the amount of advertising and content displayed on the Web site over its life. The model is calibrated and justified using Web site advertisement and audience data. A new measure of Web site traffic is developed and it is statistically significant in explaining the market value of firms that own advertising supported Web sites.",

keywords = "Advertising, Animation, Business, Content management, Costs, Delay, Electronic commerce, Profitability, Traffic control, Web pages",

author = "R. Dewan and M. Freimer and Jie Zhang",

year = "2002",

doi = "10.1109/HICSS.2002.994170",

language = "English (US)",

volume = "2002-January",

pages = "2340--2347",

journal = "Proceedings of the Annual Hawaii International Conference on System Sciences",

issn = "1530-1605",

}

TY - JOUR

T1 - Managing Web sites for profitability

T2 - Balancing content and advertising

AU - Dewan, R.

AU - Freimer, M.

AU - Zhang, Jie

PY - 2002

Y1 - 2002

N2 - Balancing the amount of advertising and content on a Web page affects the profitability of the Web site and its attractiveness to potential visitors. This tradeoff is modelled as a control problem for a Web site manager who is maximizing the net present value of cash flows by controlling the amount of advertising and content displayed on the Web site over its life. The model is calibrated and justified using Web site advertisement and audience data. A new measure of Web site traffic is developed and it is statistically significant in explaining the market value of firms that own advertising supported Web sites.

AB - Balancing the amount of advertising and content on a Web page affects the profitability of the Web site and its attractiveness to potential visitors. This tradeoff is modelled as a control problem for a Web site manager who is maximizing the net present value of cash flows by controlling the amount of advertising and content displayed on the Web site over its life. The model is calibrated and justified using Web site advertisement and audience data. A new measure of Web site traffic is developed and it is statistically significant in explaining the market value of firms that own advertising supported Web sites.

KW - Advertising

KW - Animation

KW - Business

KW - Content management

KW - Costs

KW - Delay

KW - Electronic commerce

KW - Profitability

KW - Traffic control

KW - Web pages

UR - http://www.scopus.com/inward/record.url?scp=67650231142&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=67650231142&partnerID=8YFLogxK

U2 - 10.1109/HICSS.2002.994170

DO - 10.1109/HICSS.2002.994170

M3 - Article

AN - SCOPUS:67650231142

SN - 1530-1605

VL - 2002-January

SP - 2340

EP - 2347

JO - Proceedings of the Annual Hawaii International Conference on System Sciences

JF - Proceedings of the Annual Hawaii International Conference on System Sciences

M1 - 994170

ER -

Managing Web sites for profitability: Balancing content and advertising

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this