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A study of the measurable benefits of content web sites for companies in the sports collectibles industry

By Brian S. Cahill

Abstract

Many public relations professionals have used the internet to feature information on content web sites. These sites, which companies were spending thousands of dollars per year to create and maintain, were not used for commerce, but for marketing and public relations use. This study examined the measurable benefits of content web sites of companies in one industry, the sports collectibles industry. All companies in this industry were included in this study. This study used the sports collectibles industry as a microcosm of all companies which were using content web sites. Through a mail survey, data were collected to reveal the measurable benefits of content web sites for companies in the sports collectible industry. This study concluded that the majority of these companies did not feel that the measurable benefits justified the expense of creating and maintaining their content web sites, and that it was not necessary to have a content web site to compete in the sports collectible industry

Topics: Public Relations and Advertising
Publisher: Rowan Digital Works
Year: 1998
OAI identifier: oai:rdw.rowan.edu:etd-2924
Provided by: Rowan University

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