The growth and proliferation of the World Wide Web has been astounding
during this decade; the number of sites continues to increase at an i
ncreasing rate. As the private sector has discovered the web, the ways
in which the web is being used are beginning to change. Commercial ve
ntures are becoming commonplace and many businesses, intrigued by the
potential marketplace represented by the millions of users who are on
the web each day, are experimenting with various forms of advertising.
What happens when not-for-profit organizations begin to take advantag
e of this potential revenue stream? What kinds of issues will they fac
e and what kinds of policies should they have in place before diving i
nto the turbulent environment of the web? This paper begins with a dis
cussion of advertising on the web and then examines the issues that ha
ve to be resolved before such activities can proceed and suggests a bo
ilerplate policy for other institutions that may wish to explore this
avenue for publicity and revenue generation.