The World Wide Web Chapter 9

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The World Wide Web - Chapter 9

• By Carollo, Koenen, Stecker

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What is the World Wide Web

• System that allows global linking of information
  modules in user determined sequences.
• The web is an interface for computers that allows
  people anywhere to connect to any information
  anywhere else on the system.
• Every major mass media company ahs put products
  on the web.
• Many individuals have set up their own websites
  because the technology is so straightforward and
  access is so inexpensive.

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How Significant is the Web as a Mass Media?

• The number of Web users in the US is approaching
  100 million - 6 times the number in 1995, roughly
  30 of the US population.
• Computers are now standard household equipment.
• Almost every school child is computer literate.
• 93 of newspapers and magazines had websites by
  2000.

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The Invention

• Invention of the Web was done single-handedly by
  Tim Berners-Lee
• Devoted life to refining the web as a medium of
  communication open to everyone free.
• 1989 Berners- Lee is an Oxford engineer who came
  up with the idea of the web for organizational
  purposes.
• The software used was developed in 3 months and
  worked like a brain, remembering and storing
  information.
• Computer language created was HTML- a hypertext
  markup language
• URL- universal resource locator- the addressing
  system that lets people reach one another.

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The Invention

• Berners-Lee also created HTTP ( Hypertext
  Transfer Protocol ), which links computers
  together.
• 1992- Leading research organizations committed to
  the web in the Netherlands, Germany, and the US.
• 1993- In one 8 month period, web use multiplied
  414 times.
• Some people compare Berners Lee to Johannes
  Guttenberg.

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The Web in Context

• People get the terms internet and the web
  confused
• Internet- the fundamental network that carries
  messages (dates back to military communication in
  Laba)
• Web- structure of codes that permits the exchange
  not only of text but also of graphics, video, and
  audio.

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The Web in Context

• The term web comes from the spidery links among
  millions of computer that tap into the system.
• Cyber- prefix for human connection via computers
• Cyberspace- introduced by sci-fi novelist William
  Gibson in his book Neuromancer in 1984.

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Bandwidth Limitations

• Bandwidth- space available in a medium such as a
  cable of the electromagnetic spectrum to carry
  messages.
• Fiber optic cable- glass strands capable of
  carrying data as light
• Multiplexing- technology to transmit numerous
  messages simultaneously
• Compression- technology that makes a message more
  compact by deleting nonessential underlying
  codes.
• Streaming- technology that allows playback of a
  message to begin before all the components have
  arrived.

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The Internet

• Today, and Information Superhighway has been
  built- an electronic network that connects
  libraries, corporations, government agencies, and
  individuals.
• The Internet is the backbone of network for web
  communication.
• The Internet has its origins in a 1969 U.S.
  Defense Department computer network called
  ARPAnet.
• The National Science Foundation developed the
  current Internet to give scholars access to
  supercomputers.

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The Internet

• The NSF network became a connector for thousands
  of University supercomputers who paid an average
  of 43,000 a year to hook into it.
• Online Services
• Mead Data Central- created Lexis, Nexis in 1978
• Lexis- 1st online full-text database carries
  legal documents
• Nexis-1st online database with national news

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Commerce and the Web

• Advertising Free Origins
• The World Wide Web Consortium created the dot-com
  suffix to identify sites that existed to do
  business.
• Web Commerce
• Point of purchase- in store advertising to catch
  buyers in addition to taking orders and shipping
  products
• Business to Business- they service other
  businesses have take to the web to supplement
  their traditional means of reaching their
  consumers.

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Commerce and the Web

• Advertising Forums- at dot-com sites, the
  noncommercial content is the attraction.
• The site instead sells advertisers on the access
  it provides them to an audience attracted by the
  news content.
• Web Advertising
• 1997- the first profit reported from an intended
  advertising supported site.

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Web Advertising Numbers

• 1992
• Web Advertising Revenue 1.9 Billion
• Web Magazine advertising 153.7 million
• News/Information site advertising 152 million
• 1999
• Web Advertising Revenue 4.6 Billion
• Web Magazine advertising 687 million
• News/Information site advertising 368 million

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Web Usage

• 1995- 13.5 million
• 1996- 29.0 million
• 1997- 46.8 million
• 1998- 62.0 million
• 1999- 79.4 million
• 2000- 98.1 million

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Measuring the Web Audience
University of Dayton

• In 2000, the webs reach has grown to 20 of the
  North American Population.
• Cyberspace has become an effective place for
  advertisers to reach consumers.
• One Problem
• No one has solid data on how many people are
  surfing to websites that carry ads.
• The Cause
• Different survey companies use different methods
  to gather data. There are no set definitions for
  web surfers.

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Measuring the Web Audience

• The Result
• 3 companies measured the the web traffic on
  CNN.com in May 1998.
• _at_Plan counted 11.8 million users
• Relevant Knowledge counted 5.6 million users
• Media Metrix counted 2.5 million users
• The Conclusion
• Today the Internet Advertising Bureau and the
  Advertising Research Foundation are working on
  measurement guidelines to achieve solid numbers
  on which to base decisions on placing their ads.

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Why is the Web audience information important?

• This data is needed to establish advertising
  rates.
• In traditional media, advertisers look to
  standard measures like cost per thousand (cpm)
  to calculate cost effectiveness of ads.
• No one expects data as accurate as press runs of
  broadcast ratings anytime soon.

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Why is the Web audience information important?

• The most common measurements of web usage is the
  Hit- every time someone clicks on a screen icon
  or highlighted section the web page records a
  hit.
• Another measure is a visit- a count of people who
  visit a site.
• Currently, web advertisers are charged by the
  day, the month, or by the hit.

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Ranking Web Sites (counted as visits)

• AOL.com 11.2 million
• MSN.com 6.3 million
• ZDnet.com 4.0 million
• CNN.com 2.9 million
• Weather.com 2.9 million
• USAToday.com 2.5 million
• MSNBC.com 2.2 million
• Pathfinder.com 2.2 million
• ESPN.com 1.9 million
• ABCNews.com 1.7 million

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Web Technology

• 1947- Semiconductor switch developed in ATT
  Bell labs.
• Semiconductor is a tiny sound based transistor
  that responds to weak on-off charges.
• 1962- ATT sent messages to Chicago from suburban
  Skokie using transistor technology- the first
  digital telephone call.
• 1965- ATT introduces multiplex telephone
  services.
• 51 calls carried on a copper wire at the same
  time.

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Web Technology

• 1960s- Corning glass developed a cable that could
  carry light at faster speeds- 186,000 miles per
  second.
• The fiber optic cable could carry more digitized
  multiple message on the the silicon cable.
• 1962- Ted Nelson introduced the term hypertext.
• Today- a single line can carry 60,000 telephone
  calls simultaneously. Such speed is what has
  made the web a mass medium that can deliver
  unprecedented quantities of information so
  quickly.

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Hypertext

• Hypertext created by Ted Nelson as another way
  for people to send and receive information.
• Hyperfiction- allows the user to get involved in
  the story. An example is video games such as Myst
  and Raven.
• Accuracy One problem with getting information
  from the web is reliability. Anyone can have a
  web page with whatever they want on it.

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Transition of Technology

• Guttenberg invented the movable metal type for
  books and then newspapers and magazines followed.
• Sound recording on the radio was a progressive
  technology.
• The internet and cable television are coming
  together to make entertainment easier and faster
  to access.
• Examples Time Warner Cable using Road Runner
  modem to access Time Warner and AOL.

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The Internet Barriers Lifted

• 1984-The Ronald Reagan administration took no
  action against the many major mergers.
• Bill Clinton allowed mergers to strengthen
  companies on a global standpoint.
• The Telecommunications Act of 1996 allowed for
  communication (telephone) companies to provide
  video programming and Cable Television companies
  were allowed to offer two way local phones with
  their cable.

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The Internet Barriers Lifted

• These advances led to the advancement of services
  with higher quality, faster delivery.

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Universal Access

• Although it seems like everybody has access to
  the internet, most of the global population does
  not.
• For every 1,000 web users are from
• North America 479.1
• Western Europe 217.5
• Eastern Europe 32.7
• Asia-Pacific 16.6
• South Central America 21.1
• Middle Asia Africa 7.2

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The Future of the Web

• Bandwidth improvements will expand capacity
  exponentially for the transimission and exchange
  of messages.
• The web will untether itself from the landlines
  on which most message move today.
• A wireless future will make the web a medium of
  ultimate portability.
• Today we already see over-air radio stations that
  stream online, magazines and newspapers on the
  web, and recordings that are downloadable.

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The End