The Long Tail

Why the Future of Business Is Selling Less of More

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book The Long Tail by Chris Anderson, Hachette Books
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Chris Anderson ISBN: 9781401384630
Publisher: Hachette Books Publication: July 11, 2006
Imprint: Hachette Books Language: English
Author: Chris Anderson
ISBN: 9781401384630
Publisher: Hachette Books
Publication: July 11, 2006
Imprint: Hachette Books
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Hachette Books

Cover of the book Living Downstream by Chris Anderson
Cover of the book Legends of the Chelsea Hotel by Chris Anderson
Cover of the book Mom, There's a Man in the Kitchen and He's Wearing Your Robe by Chris Anderson
Cover of the book The Tipsy Vegan by Chris Anderson
Cover of the book Hepatitis C by Chris Anderson
Cover of the book Breathing Space by Chris Anderson
Cover of the book Best Food Writing 2012 by Chris Anderson
Cover of the book Precious Metal by Chris Anderson
Cover of the book Talking with My Mouth Full by Chris Anderson
Cover of the book Just Tell Me What to Eat! by Chris Anderson
Cover of the book The Don't Sweat Guide for Teachers by Chris Anderson
Cover of the book When Your Sex Drives Don't Match by Chris Anderson
Cover of the book Leading by Chris Anderson
Cover of the book The Patron Saint of Lost Dogs by Chris Anderson
Cover of the book An American Trilogy by Chris Anderson
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy