Longevity of Websites and Interactive Advertising Communication

Sally J. McMillan

This study traces survival of advertising-related Web sites for a five-year period from 1997-2002. Client organizations had the best survival rate, about 70%, while less than 50% of advertising agency sites survived.
  

Longevity of Websites and Interactive Advertising Communication

Sally J. McMillanUniversity of Tennessee

Introduction

The World Wide Web ('Web') is dynamic. The Internet Software Consortium (2002) reported that about 1.3 million Internet hosts existed in January of 1993. In January of 1997, that number had grown to 16.1 million and by January 2002, more than 147.3 million hosts were found. Despite this exponential growth, however, not all Web sites have survived. Koehler (1999) reported that in a oneyear period, from December 1996 through December 1997, 74.7% of a sample of Web sites survived. In an ongoing study of...

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