Standing before the portals: Non-profit websites in an age of commercial gatekeepers

Eszter Hargittai*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


Given how easily material can be produced and distributed on the World Wide Web, vast amounts of information have been made freely available online in the last few years. However, this overload of data is increasingly met by attention scarcity, as users divide their attention among more and more sources. This leaves many websites struggling for audiences. Sites with commercial interests have more means of attracting visitors, leaving non-profit organizations with even less chance of reaching users. This paper explores what the domination of commercial interests online means for the visibility of non-profit content on the Web. In addition to discussing how simply being on the Web does not automatically lead to user visits, the paper makes specific recommendations to site owners on ways of achieving greater popularity.

Original languageEnglish (US)
Pages (from-to)543
Number of pages1
Issue number6
StatePublished - 2000

ASJC Scopus subject areas

  • Geography, Planning and Development


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