LeeAnn Kitzhaber's Internet Publishing Paper

1. INTERNET PUBLISHING AND ADVERTISEMENT 1
IT RESEARCH PAPER
Internet Publishing and Advertisement
LeeAnn Kitzhaber
Section: 2C2
July 7, 2012
IT 103
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Introduction
This paper will discuss Internet Publishing and Advertisement. These two topics have
transformed our world immensely. Internet Publishing includes over 3200 companies all over the
world and this industry has been earning great revenue of over 40 billion dollars a year! All the
demand in this business comes from the consumer and without the consumer Internet Publishing
would be nothing. Internet Publishing saw a huge growth starting in 2008 to 2009. While
Internet publishing is finding its way up, telecommunication and television broadcast revenue
services are finding themselves going downhill. It seems that the Internet is taking over!
Sites like Facebook and E-mailing websites have taken over our lives and it seems like
the internet controls us. We need these websites to function and communicate with others.
Internet Publishing began almost 10 years ago and this allowed people to publish books, files,
music, tools we use everyday etc online. It gave the consumers easier access to their favorite
things and even easier access to advertisements. Advertisements also help the internet thrive and
that is how many published sites make their profit. This market is extremely competitive and the
profit depends on the type of information given and whether or not the consumer is interested in
it. According to the quarterly updates for internet publishing, “Global Internet publishing,
broadcasting, and search companies cater to a potential customer base of about 2 billion Internet
users worldwide, according to Internet World Stats.” (Internet Publishing 5/21)
Current Use

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Different internet companies such as Yahoo!, Google and Apple are swimming in
revenue because of their websites. Their ability to deliver information through the Internet makes
us glued to our computer screens. “When’s the next iphone coming out? When’s the next
computer coming? What information can I find next?” Let’s face it, they have us by a leash and
there is no letting go! Internet publishing sites are skilled to what will lure in the consumer and
that is how they rake in so much money every year. Advertisements are a huge part of these
companies profit as well.
Advertisements come in two different arrangements either the advertiser is paid cost per
click or the advertiser is paid with fixed fees. A search portal is the “Gateway to the internet”
which determines what type of advertisements an Internet user sees. Sites that use this method
are Google, Yahoo and Bing.
Google has created such great success with their simple yet very complex search engine.
At first it was noted as a search engine but eventually developed into a household name.
“Google that” is a phrase we seem to be using daily. After they developed a solid and popular
site they began to add advertisements to the sidebars of the website which really increased the
total revenue in 2004. It’s unbelievable that 10 years ago there was no such thing as Internet
publishing or advertisements. Now this technology brings Google almost 3.6 billion in revenue.
Apple has been publishing their Website and advertisements online since the 1970’s, only
10 years after the birth of the internet. Apple has been attracting consumers for a very long time
and they are extremely good at it. First it began with long brochures and eventually led to their
big website which is very attractive to the consumer’s eye. They barely broadcast their products
on the television because their website says it all.

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Yahoo is another website that has been around attracting customers through their website.
Yahoo is a search engine, an email account and a social media site that attracts millions of
customers. However it isn’t as popular as Google, it seems to always compete second to Google.
Yahoo constantly has different types of ads up that bring in profit and there are billions of things
you can do on this website even Instant message your friends.
Security
There are some serious risks when using the Internet such as viruses, phishing or even
stolen identity. Many of these published sites are virus free and harmless but going to a peculiar
website with a free download or clicking on the wrong advertisement may lead you to a virus.
Even sites such as Yahoo can have advertisements that lead you to the wrong type of websites.
Most of the time Advertisement viruses are known as Adware, which is a software that
automatically renders advertisements and gives revenue to the author. Many times we will see a
pop-up advertisement when going to certain websites. Adware can also include certain harmful
viruses such as Spyware and Keyloggers. Spyware will collect information about the user of the
computer unknowingly. Keyloggers track the users keystrokes and records them.
Viral marketing is a type of marketing approach that can affect your phone through text
messaging, advertisements on your computer, brandware and images. It is a technique that makes
websites pass on marketing messages to other users. Many time hotmail users may unknowingly
send out a virus with the tagline at the bottom of the message.
Social and Ethical Complications

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There are many social and ethical complications that can go with Internet usage or access
to these major websites. For instance a specific complication would be issues with
confidentiality. Since the widespread phenomena otherwise known as social networking arisen,
privacy became almost obsolete. Not just obsolete but complicated. Another challenge would be
the Internet user not fully understanding the terms and agreements stated to them and of course
copyrighting or plagiarism. These two complications have been around for decades but the rise
of the Internet has possibly made it a little more difficult to prosecute one who is copyrighting
material.
With social networking sites such as Facebook and Twitter there are many legal
concerns when it comes to certain posts being used in court. This may cause complications
as in some states it’s not seen as substantial evidence. Sometimes college students are
reprimanded for things they put up on the Internet and in the worst cases the students are
expelled. Once something is on the Internet, it is virtual and anyone can see it! Plagiarism
can also be a big issue when it comes to the Internet. Anyone can create their own blog and
say that they created an idea or wrote a paper that someone else had written.
Future Use!
In the future, growth depends specifically on the consumer when it comes to Internet
Publishing. The more major Internet Publishing sites begin to flourish, the less variety of Internet
published sites we will have. It is going to be more difficult for there to be published sites due to
the amount of copyrighting we have currently. I have read on many different web sites that

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everyone will soon turn to search engines instead of doing it the old fashioned way. Some say
that there will be a brand new way of using the Internet through audio. They also predict that
there will be Internet on every device in the future. They may even get rid of the .COM and have
a new extension for websites.
Pretty soon the “old fashioned way” will be looking things up on Google, as more and
more search engines will arise! The future of Internet publishing has big things in store for us.
Conclusion
Internet usage is prominent in our lives. It comes with flaws and negative aspects but it
helps major businesses get their messages across. Without Internet publishing we would be
unable to communicate as fast and mailing through the post office would be an every day tedious
task. We would not be able to access information as fast about products and research. Without
Advertisements, major companies would be lost and we would’ve never heard of Google or
Apple. We would still be looking things up in the encyclopedia if it weren’t for Google. I
wouldn’t even be able to do this research paper without certain publishing sites. The positives
seem to outweigh the negatives although our computers maybe at risk during certain situations.
The best thing to do is keep your computer safe by avoiding shady advertisements, websites and
e-mails. Internet Publishing has become an art that needs to be perfected in order for the
consumer to be attracted to what they have to offer. It’s something we use everyday and most of
the time take it for granted.

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Bibliography
Internet Publishing, Broadcasting & Search Portals - Quarterly Update 5/21/2012. (21 May).
First Research Industry Profiles,0. Retrieved July 7, 2012, from ABI/INFORM Trade &
Industry. (Document ID: 2666747511). “This article includes information about the history
of Internet Publishing. It explains the reader how internet publishing brings in money and
how it has developed over time”
CENSUS BUREAU REPORTS STEADY GROWTH IN INTERNET PUBLISHING,
BROADCASTING REVENUES. (2011, January 26). US Fed News Service, Including US
State News. Retrieved July 7, 2012, from General Interest Module. (Document
ID: 2249615571) “This article describes how internet publishing has taken over and other
types of advertisement are depleting. It shows the statistics of advertising as well.”
Buchanan, Elizabeth A. and Zimmer, Michael, "Internet Research Ethics", The Stanford
Encyclopedia of Philosophy (Fall 2012 Edition), Retrieved July 7,2012, Edward N. Zalta (ed.),
forthcoming URL = <http://plato.stanford.edu/archives/fall2012/entries/ethics-internet-
research/>. “This article describes the complications with Internet Publishing and how ethical
concerns can get in the way. This article summarizes the different obstacles that we go through
pertaining the internet.”
Knight, Alison. "Internet Publishing and Digital Rights: The Changing Balance between Access and
Ownership." CSA. N.p., n.d. Web. 7 July 2012.

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<http://www.csa.com/discoveryguides/internet/overview.php>. “This article describes plagiarism and
the talks about the different laws in copyrighting. It also explains how to avoid plagiarism when
writing a paper.”
Beal, V. (n.d.). The Difference Between Adware and Spyware –
Webopedia.com. Webopedia: Online Computer Dictionary for Computer
and Internet Terms and Definitions. Retrieved July 11, 2012, from
<http://www.webopedia.com/DidYouKnow/Internet/2004/spyware.asp> “This article
describes the different types of viruses you can get on your computer. It explains the
difference between adware and spyware.