Date Approved

6-18-1998

Embargo Period

8-10-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

Resnik, Estelle

Subject(s)

Sports--Collectibles; Web sites

Disciplines

Public Relations and Advertising

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.

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