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In the era of Internet, continuous appeal to audience has become a very important concern for traditional media like TV and newspaper. The web impact of the new media is a key factor when media owners make investment and advertisement plan. This paper first reviews previous studies on web impact, then proposes a Web Communication Impact Model to quantify the impact of media website. In addition, it analyzes the web impact of CBCPC(Chinese Bridge Chinese Proficiency Competition) website by comparing similar websites and finally gives suggestions to increase the overseas impact of CBCPC. KEYWORD: Web Communication Impact, JIF, WIF, Web Metrics, New Media International Conference on Social Science, Education Management and Sports Education (SSEMSE 2015) © 2015. The authors Published by Atlantis Press 1897 WIF[6] and an analytic model similar to JIF(Journal Impact Factor)[5] for website influence. WIF is calculated with formula (1)[6]. TotalPages OutLinks + InnerLinks = WIF (1) WIF was originally used to evaluate the influence of journal’s website[6] and was later applied to evaluate the online influence of university’s academic journal by many researchers in China. One of such research by Qiu Jun-ping [7] concluded that WIF of university’s academic journal is positively correlated to the reputation of the university and the journal itself. WIF is measured by the number of specific websites links and it is regarded a quality index of the websites the pages. However, the number of visitors can not be deduced form WIF. Both the owners and advertisers of the mass media concern about the number of visitors more than the links of media website. Therefore, WIF has obvious defects in evaluating influence of mass media website. Alexa company provides the most widely used Internet traffic data[8]. Alexa company installs Alexa tool bar into internet user’s computer on large scale. Alexa tool bar will report Alexa company’s host about the IP and the internet traffic data of user’s computer. Therefore, website’s ranking could be figured out via the rates of computers with the Alexa tool bar and Internet traffic data collected. Website’s ranking roughly tells the website influence degree, but fails to accurately quantify the influence. Traditional mass media’s influence, such as television channels, is usually measured by the number of audiences rather than the JIF calculated from number of the media citations, because the television audience seldom cite information of television channels or interact with television channels. So the influence of the mass media websites should be measured in a similar way as TV rates. The web communication impact model based on web metrics data is proposed and explained in the following part. 3 WEB COMMUNICATION IMPACT MODEL This part discusses the construction of the Web Communication Impact Model measuring the influence of media website, which consists of two essential indexes: Media Communication Equivalent and Media Communication Impact Factor. This model is based on Alexa internet traffic data. Alexa tool bar estimated traffic data of some websites. Certified metrics are available with Alexa Pro plans, which gives traffic data accurately by the code installed in the server of the website. Given a website’s IP address, Alexa’s Competitive Intelligence toolkit can show the website’s traffic data including daily unique visitors(UV) and daily page views per visit(PV) in its service pages. UV multiplying PV approximates the daily total pages delivered to the audience for a website. UV indicates wide coverage of users that the website reaches and PV indicates depth that the users access the website information. When comparing watching TV with browsing website, UV of the website is like the number of audience and PV is like average watching time length. The principle of Web Communication Impact Model used to measure the media impact is described as follows: first, define Media Communication Equivalent C-Equivalent(W) to quantify the information delivered to the audience of the media website W, then choose a wellknown media website R as reference, then define quotient of dividing C-Equivalent(W) by C-Equivalent(R) as CIF(Communication Impact Factor). C-Equivalent(W)= PV(W) * UV(W) (2) UV(W) and PV(W) are the traffic data of website W provided by Alexa or other web metrics facilities. UV(W) is the average number of daily unique visitors and PV(W) is average daily pages viewed per visitor for website W. Then, C-Equivalent(W) is an index to measure the scale of the information delivered to the audience of website W, rather than the accurate amount of information, thus called equivalent. The communication equivalent of a media website is not intuitively sufficient to understand the impact of the media on the Internet. So with formula (3), CIF is defined as quotient of communication equivalent of the media website W and communication equivalent of reference media web W. Taking a famous media like CCTV as reference to measure a web’s the influence, CIF indicates how many referenced websites with the same communication capability as referenced one. ) (W' Equivalent C (W) Equivalent C = CIF(W) (3) Table 1. Web metrics and rank Web site Ranking UV UV Ranking Total Page Views PV Ranking PV Jiangsu TV 5322 189 8614 38.15 1569 21.4 CCTV 657 1,882 631 58.3 531 3.28 Table 1 includes the network traffic data of Jiangsu TV and CCTV(China Central Television), whose communication equivalent is calculated as follows: C-Equivalent(Jiangsu TV) = 38.2 * 189

Web Communication Impact Model and Its Application in the Analysis of Media s Web Sites