The Long Tail, Revised and Updated Edition: Why the Future by Chris Anderson

By Chris Anderson

The New York Times bestseller that brought the company international to a destiny that is already here--now in paperback with a brand new bankruptcy approximately lengthy Tail advertising and marketing and a brand new epilogue.

Winner of the Gerald Loeb Award for most sensible enterprise ebook of the Year

In an important company publication because The Tipping Point, Chris Anderson exhibits how the way forward for trade and tradition is not in hits, the high-volume head of a conventional call for curve, yet in what was once considered as misses--the without end lengthy tail of that very same curve.

"It belongs at the shelf among The Tipping Point and Freakonomics."
--Reed Hastings, CEO, Netflix

"Anderson's insights . . . proceed to steer Google's strategic pondering in a profound way."

--Eric Schmidt, CEO, Google

"Anyone who cares approximately media . . . needs to learn this book."

--Rob Glaser, CEO, RealNetworks

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Extra resources for The Long Tail, Revised and Updated Edition: Why the Future of Business is Selling Less of More

Example text

Not championed by states, have supercharged niche suppliers like al Qaeda and its clones. 4 THE THREE FORCES OF THE LONG TAIL MAKE IT, GET IT OUT THERE, AND HELP ME FIND IT The theory of the Long Tail can be boiled down to this: Our culture and economy are increasingly shifting away from a focus on a relatively small number of hits (mainstream products and markets) at the head of the demand curve, and moving toward a huge number of niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.

Way down at the bottom of the list were books, and the books category was only on there because of things like the Book-of-the-Month Club, because there really are no paper catalogs to speak of that sell books. S. book industry. Crown Books had already transformed the business with a chain of discount stores, spurring record sales and triggering a wave of similar discounting. Then Barnes & Noble and Borders took it one step further by introducing massive superstores. Sometimes built in converted movie theaters or bowling alleys, these megastores carried as many as 48 | CHRIS ANDERSON 100,000 titles, an inventory five times that of the average local bookstore.

There are live tracks, B-sides, remixes, even (gasp) covers. There are niches by the thousands, genres within genres within genres (imagine an entire Tower Records store devoted to eighties hair bands or ambient dub). There are foreign bands, once priced out of reach on a shelf in the import aisle, and obscure bands on even more obscure labels—many of which don’t have the distribution clout to get into Tower at all. Oh sure, there’s also a lot of crap here in the Long Tail. But then again, there’s an awful lot of crap hiding between the radio tracks on hit albums, too.

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