Managing Web Sites for Profitability: Balancing Content and Advertising

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35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 7

Managing Web Sites for Profitability: Balancing Content and Advertising (PDF)

Big Island, Hawaii

January 07-January 10

ISBN: 0-7695-1435-9

	ASCII Text	x
	R. Dewan, M. Freimer, J. Zhang, "Managing Web Sites for Profitability: Balancing Content and Advertising," Hawaii International Conference on System Sciences, vol. 7, pp. 181, 35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 7, 2002.

	BibTex	x
	@article{ 10.1109/HICSS.2002.994170, author = {R. Dewan and M. Freimer and J. Zhang}, title = {Managing Web Sites for Profitability: Balancing Content and Advertising}, journal ={Hawaii International Conference on System Sciences}, volume = {7}, year = {2002}, isbn = {0-7695-1435-9}, pages = {181}, doi = {http://doi.ieeecomputersociety.org/10.1109/HICSS.2002.994170}, publisher = {IEEE Computer Society}, address = {Los Alamitos, CA, USA}, }

	RefWorks Procite/RefMan/Endnote	x
	TY - CONF JO - Hawaii International Conference on System Sciences TI - Managing Web Sites for Profitability: Balancing Content and Advertising SN - 0-7695-1435-9 SP EP A1 - R. Dewan, A1 - M. Freimer, A1 - J. Zhang, PY - 2002 VL - 7 JA - Hawaii International Conference on System Sciences ER -

R. Dewan

M. Freimer

J. Zhang

DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/HICSS.2002.994170

INEEC03Balancing 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.

Citation:

R. Dewan, M. Freimer, J. Zhang, "Managing Web Sites for Profitability: Balancing Content and Advertising," hicss, vol. 7, pp.181, 35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 7, 2002

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