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The World Wide Web - Chapter 9

The World Wide Web - Chapter 9. By: Carollo, Koenen, Stecker. What is the World Wide Web. “System that allows global linking of information modules in user determined sequences.”

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The World Wide Web - Chapter 9

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  1. The World Wide Web - Chapter 9 By: Carollo, Koenen, Stecker CMM 201- Prof. Walters

  2. 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. CMM 201- Prof. Walters

  3. 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. CMM 201- Prof. Walters

  4. 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. CMM 201- Prof. Walters

  5. 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. CMM 201- Prof. Walters

  6. 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. CMM 201- Prof. Walters

  7. 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. CMM 201- Prof. Walters

  8. 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. CMM 201- Prof. Walters

  9. 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 it’s 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. CMM 201- Prof. Walters

  10. 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 CMM 201- Prof. Walters

  11. 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. CMM 201- Prof. Walters

  12. 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. CMM 201- Prof. Walters

  13. 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 CMM 201- Prof. Walters

  14. 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 CMM 201- Prof. Walters

  15. University of Dayton: Measuring the Web Audience • In 2000, the web’s 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. CMM 201- Prof. Walters

  16. Measuring the Web Audience • The Result: • 3 companies measured the the web traffic on CNN.com in May 1998. • @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. CMM 201- Prof. Walters

  17. 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. CMM 201- Prof. Walters

  18. 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. CMM 201- Prof. Walters

  19. 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 CMM 201- Prof. Walters

  20. Web Technology • 1947- Semiconductor switch developed in AT&T Bell labs. • Semiconductor is a tiny sound based transistor that responds to weak on-off charges. • 1962- AT&T sent messages to Chicago from suburban Skokie using transistor technology- the first digital telephone call. • 1965- AT&T introduces multiplex telephone services. • 51 calls carried on a copper wire at the same time. CMM 201- Prof. Walters

  21. 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. CMM 201- Prof. Walters

  22. 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. CMM 201- Prof. Walters

  23. 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. CMM 201- Prof. Walters

  24. 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. CMM 201- Prof. Walters

  25. The Internet Barriers Lifted • These advances led to the advancement of services with higher quality, faster delivery. CMM 201- Prof. Walters

  26. 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 CMM 201- Prof. Walters

  27. 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. CMM 201- Prof. Walters

  28. The End CMM 201- Prof. Walters

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