Hoffman, Donna L. and Thomas P. Novak, "When Exposure-Based Web Advertising Stops Making Sense (And What CDNow did About it)," (January 2000).

This is a longer working paper version that appears in print as:  Hoffman, D.L. and T.P. Novak (2000), "How to Acquire Customerso n the Web," May/June, Harvard Business Review, 179-188.

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Hoffman, Donna L, Thomas P. Novak, and Pradeep Parameswaran, "Software Filters and Content Ratings Survey: Demographic Differences," (January 2000).

This paper presents detailed tabulations of demogrpahic differences from a survey of 1327 responses to the “Software Filters and Content Ratings Survey” fielded with the 10th GVU WWW User Survey in Fall 1998. Respondents were eliminated based on geography and age. Since more than 90% of the total sample consisted of people from North America – USA, Canada and Mexico, it was decided to do the analysis on this set only. Respondents below the age of 21 were also filtered out. After further filtering to clean the data, the final data set on which this analysis was conducted had 1066 cases.  Download pdf.

Hoffman, Donna L. and Thomas P. Novak, "Advertising Pricing Models for the Web," (January 2000).

Abstract. This chapter examines current practice for advertising pricing models on the Web and proposes models based on constructs that are arguably more suited to the Web environment. The policy considerations that are likely to affect the development of Web advertising standards are then addressed. Finally, the chapter concludes with some thoughts on the best means to develop optimal Web advertising pricing models.  Download pdf.