What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone?
"The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google.
However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know.
The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what's commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.
Customer Reviews:
Avg. Customer Rating: 4.0 / 5.0
Good shape:
The book received was in general good shape. The only issue I was not aware of was the fact that some parts of the book were highlighted. However, this does not suppose any kind of problem for me.
the (heavy) long tail:
this book describes the impact of the increased variety of goods on the new economy. it is based on an article written by the author and on a blog maintained by himself. note that there is a new version of the book which is cheaper AND has an extra chapter! see also: Brynjolfsson, Erik, Smith, Michael and Hu, Yu (November, 2003) "Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety atOnline Booksellers," Management Science, Vol 49, No. 11.
The internet is changing our economy:
This book is a must-read for everyone who wants to understand
how the internet has changed our economy since 2000 and the change
it will cause in the dacades to come. The Long Tail explains why everyone today can be producer of music, videos
and books. The internet as a new distribution media opens new opportunities in lots of market niches. This is for me the conclusion of this book. This book gives also insight into following e-commerce
companies and websites:more info
It's fun reading this book.:
What is the major change brought to our society after we entered the netizen era? Some may say it's the free download of almost everything, or it's supre-abundance of information, or it's the gossip about anything rampant and fast on the web. But Chris Anderson tells us, what the internet has created is the "Long Tail" of almost any kind of commodities or services. The once neglected and overlooked niches become profitable. The "Hits" don't have so loud a say as before. Enterprises, if wise and aiming at... more info
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