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The Long Tail: Why the Future Is Selling Less of Moreby Chris Anderson
Synopses & Reviews
The New York Times bestseller that introduced the business world to a future that's already here — now in paperback with a new chapter about Long Tail Marketing and a new epilogue.
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.
"Wired editor Anderson declares the death of 'common culture' — and insists that it's for the best. Why don't we all watch the same TV shows, like we used to? Because not long ago, 'we had fewer alternatives to compete for our screen attention,' he writes. Smash hits have existed largely because of scarcity: with a finite number of bookstore shelves and theaters and Wal-Mart CD racks, 'it's only sensible to fill them with the titles that will sell best.' Today, Web sites and online retailers offer seemingly infinite inventory, and the result is the 'shattering of the mainstream into a zillion different cultural shards.' These 'countless niches' are market opportunities for those who cast a wide net and de-emphasize the search for blockbusters. It's a provocative analysis and almost certainly on target — though Anderson's assurances that these principles are equally applicable outside the media and entertainment industries are not entirely convincing. The book overuses its examples from Google, Rhapsody, iTunes, Amazon, Netflix and eBay, and it doesn't help that most of the charts of 'Long Tail' curves look the same. But Anderson manages to explain a murky trend in clear language, giving entrepreneurs and the rest of us plenty to think about. (July)" Publishers Weekly (Copyright Reed Business Information, Inc.)
"If you haven't already read The Long Tail, you'd better — it's the new Tipping Point." Andy Lark, VP, Sun Microsystems
"Anderson's insights with The Long Tail continue to influence Google's strategic thinking in a profound way. Read this brilliant and timely book if you want to get a look at the future of business." Eric Schmidt, CEO, Google
"I can't begin to tell you how thrilled I was by The Long Tail." Howard Look, VP, TiVo
"The Long Tail is a book for the Head — provocative and insightful. It belongs on your shelf between The Tipping Point and Freakonomics, offering great insight into the next generation of Internet revolution and opportunity." Reed Hastings, CEO, Netflix
"Anderson maps as compellingly as anyone could just what is different, and critically important about the world digital technologies has created. There isn't an economy here. There are economies. Understanding them, and how they flourish, is the key to sensible policy and sucessful business. Wipe the shelf clear of new economy books. This is all you'll need." Lawrence Lessig, professor of law, Stanford Law School
About the Author
Chris Anderson is editor in chief of Wired magazine, a position he has held since 2001. He has worked at The Economist, where he served as U.S. business editor. His career began at the two premier science journals, Science and Nature, where he served in several editorial capacities. He holds a Bachelor of Science degree in Physics from George Washington University and studied Quantum Mechanics and Science Journalism at the University of California at Berkeley. He lives in Berkeley, California.
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