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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2451/31448
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| Title: | Ad Revenue and Content Commercialization: Evidence from Blogs |
| Authors: | Sun, Monic
Zhu, Feng |
| Keywords: | ad-sponsored business model, media content, blog, revenue-sharing |
| Issue Date: | 17-Jan-2012 |
| Series/Report no.: | Working Papers;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. |
| URI: | http://hdl.handle.net/2451/31448 |
| Appears in Collections: | NET Institute Working Papers Series
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