Examination of the specific features of the Internet in comparison with the other media shows that its multimedia, interactive nature allows other ways of constituting an audience and also other ways of economic use of this audience. The various strategies of commercially-orientated Web sites is examined. The initial indirect funding model is that of the sale of advertising space priced per page seen, but new pricing methods are appearing. There is thus a transition from the use of a simple contact to seeking to make internauts faithful and to establish targeted mailing lists that can be sold, as in the present direct marketing model. The hypothesis put forward is that the more detailed the information on internauts the more useful it is, but it also becomes expensive to collect. Indeed, it should be possible to encourage internauts to reveal this information. There is thus a link between the cost of constituting an audience and the benefits drawn from its use.
LE NAGARD, E. et SOMMER, T. (1998). Stratégies de constitution et de valorisation d’audience sur le Web. Communications & Strategies, pp. 229-254.