Long Tail: Why the Future of Business Is Selling Less of More

    By Chris Anderson
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.
    RELATED ARTICLES

JACK COVERT SELECTS: Jack Covert Selects - Makers

Posted October 11, 2012, 6:26 PM with category of General Business
Makers: The New Industrial Revolution by Chris Anderson, Crown Business, 257 pages, $26. 00, Hardcover, October 2012, ISBN 9780307720955 The Industrial Revolution began in the middle of the 18th century, and has provided an increasingly stable economy ever since. Innovations in mining, transportation, agriculture, manufacturing, and technology provided jobs and contributed toward a better quality of life around the world. Read more

NEWS: Jeff Hayzlett's Business Library

Posted April 27, 2010, 6:35 PM with category of General Business
If you know who Jeff Hayzlett is, it is probably from his appearances on television or his Twitter footprint. But the chief marketing officer of Kodak is now venturing into the wonderful world of analog with his new book, The Mirror Test: Is Your Business Really Breathing? , being released by Business Plus in May. Read more

NEWS: In the Books - Off to the Printers VIII

Posted January 8, 2010, 5:36 PM with category of General Business
I wrote the following article for our first issue of In the Books, released two short years ago, but it seems unbelievably quaint now. Though it has mostly died down, the rise of Web 2. 0 and the effects it would have on our culture and the creative economy was a huge debate two years ago. Read more

NEWS: 800-CEO-READ's Decade-in-Review

Posted December 31, 2009, 9:45 PM with category of General Business
It's an admittedly worn device to use the alphabet to organize one's thoughts, but when reflecting over the past decade and trying to distill the most notable events and objects that affected our company and also the publishing industry and business sector into a brief blog post, I found such a device to be quite helpful. As Jack put it when we initially discussed writing a decade-in-review post, not only is it like opening a can of worms, it seems like whenever one harkens back to the Millenium, one can't help but get sidetracked into thoughts about 9/11. But of course there were many more ups and downs that we've all been a victim and/or a participant in, and this list is an attempt to do that chaos a little bit of justice. Read more

NEWS: Improve Knowledge Rentention: Brown Paper Bag Mind Map

Posted June 16, 2009, 1:26 PM with category of General Business
Check out this awesome mindmap of Made To Stick. Sean at StickyBusinessBooks. com also has a paper bag mindmap for Chris Anderson's The Long Tail. Read more


    SHARE THIS
Embedicon
 
9781401302375
eBook

  Choose a format

Your price: $12.80/ea
LIST PRICE: $16.00

Paperback Non-returnable Discounts
Quantity Price Discount
1 - 24 $12.80 20%
25 - 99 $11.20 30%
100 - 499 $10.40 35%
500 - 999 $10.08 37%
ISBN: 9781401309664

Need 1000 or more?

Additional discounts may be available. Please call 1-800-236-7323 for more information.

You may also place an order online at the highlighted discount for any quantity over 500.
Language English
Pages 267
Published 07/2008
Publisher Hyperion Books