y of Visitors
             Web surfers base the quality of their experience on the total experience of visiting a Web site. The visitor to a site wants a place where he or she can identify and communicate with others who have similar interests. Schwartz refers to this as "community." The goal is to offer something that causes visitors to return repeatedly to your site; something that grabs and keeps their attention.
             One of the most common misconceptions about the Web is that sheer numbers are proof that your site is successful – that all you have to do is run up big numbers, then sell advertising space on your site to marketers who want to reach your audience (36). But reliance on sheer audience size is a recipe for success on television (mass media), not the Web. For content creators, the top priority must be to form a lasting bond with individual consumers and making sure that they are satisfied enough to return again and again. If consumers pay a subscription fee for some of your content, this serves as tangible proof that you are providing a quality Web experience. The Wall Street Journal is one of the few content sites on the Web that actually manages to do both – attract a large audience and provide a high-quality, interactive experience to a core group of consumers.
             To illustrate the importance of a quality experience, Schwartz contrasts two adult Web sites: Playboy and Bianca's Smut Shack. Given its well-known brand name, it is easy to understand how Playboy's site has as many as 100,000 visitors daily. In contrast, Smut Shack attracts only a quarter of the number of daily visitors experienced by Playboy's site. But numbers do not necessarily equate to success or quality!
             Here are some of the reasons: The average Playboy visitor spends eight to ten minutes at the site, while the average Smut Shack visitor returns ten times per month and spends an average of an hour each time (25)...