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The increasing popularity of the Internet , as a business vehicle in general and an advertising medium in particular, is due to its current size and future growth prospects, its attractive demographics , and its potential to provide an efficient channel for advertising, marketing, and even direct distribution of certain goods and information services. Along with these suspected increases in efficiency, the anecdotal evidence mounts that net.marketing may also be more effective than marketing through traditional media. As heady as these initial triumphs are, long-run commercial success on the Net requires a deep understanding of this unique environment, both as medium and market. Businesses and consumers can provide content to the medium, even to the point of setting up their own Web servers. For example, individual consumers have established Web pages for automobiles , toys , and television shows .