Abstract

http://ssrn.com/abstract=1958059
 
 

Citations (2)



 


 



Ad Revenue and Content Commercialization: Evidence from Blogs


Monic Sun


Boston University - Department of Marketing

Feng Zhu


Harvard University - Harvard Business School

October 1, 2011

NET Institute Working Paper No. 11-32

Abstract:     
Many scholars argue that content providers, when incentivized by ad revenue, are more likely to tailor their content to attract “eyeballs,” and as a result, popular content may be excessively supplied. We empirically test this prediction by taking advantage of the launch of an ad-revenue-sharing program initiated by a major Chinese portal site in September 2007. Participating bloggers allow the site to run ads on their blogs and receive 50% of the revenue generated by these ads. After analyzing 4.4 million blog posts, we find that, relative to nonparticipants, popular content increases by about 13 percentage points on participants’ blogs after the program takes effect. This increase can be partially attributed to topics shifting toward three domains: the stock market, salacious content, and celebrities. We also find evidence that, relative to nonparticipants, participants’ content quality increases after the program takes effect.

Number of Pages in PDF File: 26

Keywords: ad-sponsored business model, media content, blog, revenue-sharing

JEL Classification: L82, L86

working papers series


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Date posted: November 24, 2011  

Suggested Citation

Sun, Monic and Zhu, Feng, Ad Revenue and Content Commercialization: Evidence from Blogs (October 1, 2011). NET Institute Working Paper No. 11-32. Available at SSRN: http://ssrn.com/abstract=1958059 or http://dx.doi.org/10.2139/ssrn.1958059

Contact Information

Monic Sun (Contact Author)
Boston University - Department of Marketing ( email )
United States
Feng Zhu
Harvard University - Harvard Business School ( email )
Soldiers Field Road
Morgan 431
Boston, MA 02163
United States
HOME PAGE: http://www.hbs.edu/faculty/Pages/profile.aspx?facId=14938
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