By A publication of O'Reilly Media, the World Wide Web Consortium
1st Edition
Pages: 225
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Book descriptionThe World Wide Web Journal (W3J) is chartered to help people implement open systems on the Web. Thematically based, the Web Journal explores a broad range of Web activities. Each issue provides a balance of state-of-the-art technology and specifications from W3C with implementation guides that explain how to use the technology. Also included are independent technical papers from around the world, interviews, and news stories. Whether you follow Web developments for strategic planning, application programming, or Web page authoring and designing, you'll find the in-depth information you need in the World Wide Web Journal.
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1st Edition:
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Pages: 225
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"Many of these topics [in the World Wide Web Journal] will be of interest to university webmasters and web software developers -- not least those working on Elecronic Libraries Programme (eLib) projects. But if many of the articles are available online as W3C Technical Notes and Reports of Internet Engineering Task Force Requests for Comment, is there a point in purchasing the journal? I would say yes. There are a great many proposals for developments to web protocoals, ideas discussed on mailing lists and papers published at conferences. It can be difficult to identify the key developments and to see how proposals relate to each other. Rohit Khare, the editor of the World Wide Web Journal, provides a valuable service in putting together the collection of recommendations, proposals and reports ... The final point should probably be whispered to those totally committed to the digital world -- the well-designed journal, with its glossy cover, is an attractive edition to one's library."
--By Brian Kelly, from the "Times Higher Educational Supplement," London
"We'll be posting [The Web After Five Years] on the New and Kewl site.... Rob and I are still amazed that more is not being done to document the amazing development of this medium. We're very happy that O'Reilly is wise enough to publish journals such as this one....
"The World Wide Web Consortium (W3C) in cooperation with O'Reilly & Associates recently published the World Wide Web Journal: The Web After Five Years, a collection of scholarly and technical writings. The book's mandate is to chronicle how today's Web is still trying to capture the small-scale, collaborative vision of its earliest incarnations while also posing unprecedented challenges as a commercial mass-medium. The very last article caught my attention. Entitled 'Ubiquitous Advertising on the WWW: Merging Advertisement (sic) on the Browser,' authors Youji Kohda and Susumu Endo propose an advertising framework where an advertising agent (that is, a piece of software rather than an actual person), is placed between advertisers and users. The agent's job is to deliver advertisements to users who agree to see ads on their browsers while they are online. People would sign a contract, possibly including information on private demographics such as sex, age, home address (and I quote 'It would be wonderful if we could determine a user's current and long-term interests with no declaration, but the Web is not quite ripe for that use'). To knowingly simplify the explanation, the ads are merged with content the user requests, so that every web page is displayed with a filtered, pre-qualified ad, whose message was determined by the users' choice in the contract. In this way, the authors quite accurately suggest that the current "advertising vacuum" be filled and advertising becomes truly ubiquitous....
"I eagerly await the publication of their results, if indeed their proposal gains the support it needs to develop the prototype further.
"And why wouldn't they receive support? In Youji Kohda and Susumu Endo's proposal the model only works when the users expressly give their consent to receive the ads, and advertisers have to ask for personal information because there is no other way (right now) to determine their interests.
"Like most who are involved in using the web for business, I am both an advertiser and a consumer. As a consumer, my first reaction to Ubiquitous Advertising directly after reading the fictional end result of such a scheme was 'no way, not me, I'd never participate in that kind of invasive marketing.'
"As a marketer, I am excited by the unprecedented opportunity to define a mass medium. I am titillated with the potential of bringing otherwise unrecognized inventors, novelists, products and services to a wider public, introduce things that I know have a place in the world and seek only to find their niche audience. I am eager to use the inherent strengths of technology and the medium to achieve this....
--Judith Keenan (about The Web After Five Years, Summer 1996)
