"Web sites called an information publication site provide information to people looking for a job, a home and so forth. Companies that want to display their products or services on the sites pay adver-tisement rates for administration companies of the sites, such as a job offer site and a real estate site. In this study, we consider how to decide the display order of products for publication on list pages of contents in information publication sites. The order should be desirable not only for advertisers, but likewise for users. First, we show a result of a regression analysis between display order and page views. Second, we de-fine User Popularity Degree using the analysis. Finally, we employ agent-based modelling to simulate the websites in which web contents are defined as agents bidding advertisement rates for getting the op-timised or effective display orders autonomously.