For example, NEWS.COM is CNET's technology news content channel. The more specific the subject matter, the more targeted the demographic of visitors, the higher the fee the site can charge for advertising. Such a fee is commonly referred to as a CPM, or cost per thousand impressions. In contrast, cyber hubs are broad-based sites that aggregate enormous amounts of diverse content. Thus, while visitors to content channels share demographic properties with one another, cyber hubs aggregate a much more diverse crowd.
People visit cyber hubs for their variety.
Consequently, cyber hubs charge lower CPM rates for a less targeted audience. Sites on the World Wide Web are attempting to obtain the highest advertising revenue possible by adopting one of these two above-mentioned approaches, then extending their offerings over time. More traditional content companies, such as Time-Warner and Disney , are adopting a horizontal approach, leveraging their existing brands and simply transposing existing content from other media onto the Web. It appears that traditional content companies will continue to pursue this horizontal model. Furthermore, as Web technologies evolve, these content companies, with their breadth of content and broad customer base, will be able to quickly extend upward, building intimate customer relationships and providing personalized services by leveraging Web technologies and developing more Web-based content.