The Long Tail: How Endless Choice Is Creating Unlimited Demand by Chris Anderson

The Long Tail is both a powerful new economic force in the entertainment industry and perhaps the best lens on a big new trend in the business world overall: the economics of abundance. From supermarket shelves to advertising agencies, the rise of the niche is changing everything, and causing us to rethink where our markets lie and how to get to them. Consider this example: In 1988, a British mountain climber named Joe Simpson wrote a book called Touching the Void, an account of near death in the Peruvian Andes. It was only a modest success and was soon forgotten. A decade later, Jon Krakauer wrote Into Thin Air, another book about a mountain-climbing tragedy, which became a publishing sensation. Suddenly Touching the Void started to sell again. What happened In short, Amazon recommendations. It created the Touching the Void phenomenon by combining infinite shelf space with real-time information about buying trends and public opinion. However, this is not just a virtue of online booksellersit is an example of an entirely new economic model for business, one that is just beginning to show its power. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to music videos on Yahoo! Launch to songs on the iTunes Music store and Rhapsody. If the 20th-century was about hits, the 21st will be equally about misses. Editorial Reviews From Publishers Weekly 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) Copyright Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title. From Bookmarks Magazine In The Long Tail, Chris Anderson offers a visionary look at the future of business and common culture. The long-tail phenomenon, he argues, will re-shape our understanding of what people actually want to watch (or read, etc.). While Anderson presents a fascinating idea backed by thoughtful (if repetitive) analysis, many critics questioned just how greatly the niche market will rework our common popular culture. Anderson convinced most reviewers in his discussion of Internet media sales, but his KitchenAid and Lego examples fell flat. A few pointed out that online markets constitute just 10 percent of U.S. retail, and brick-and-mortar stores will never disappear. Anderson's thesis came under a separate attack by Lee Gomes in his Wall Street Journal column. Anderson had defined the 98 Percent Rule in his book to mean that no matter how much inventory is made available online, 98 percent of the items will sell at least once. Yet Gomes cited statistics that could indicate that, as the Web and Web services become more mainstream, the 98 Percent Rule may no longer apply: Ecast [a music-streaming company] told me that now, with a much bigger inventory than when Mr. Anderson spoke to them two years ago, the quarterly no-play rate has risen from 2% to 12%. March data for the 1.1 million songs of Rhapsody, another streamer, shows a 22% no-play rate; another 19% got just one or two plays. If Anderson overreaches in his thesis, he has nonetheless written one of those business books that, ironically, deserves more than a niche readership (Houston Chronicle). Copyright 2004 Phillips & Nelson Media, Inc. --This text refers to an out of print or unavailable edition of this title. From Booklist Citing statistical curves called long-tailed distributions because the tails are very long relative to the heads, Anderson, editor of Wired magazine, focuses on the tail, or the development in the new digital world of an infinite number of niche markets of any size that are economically viable due to falling distribution costs and in the aggregate represent significant sales. Although the author considers primarily media and entertainment companies, he also shows the long-tail effect at eBay, KitchenAid, Legos, Salesforce.com, and Google. His nine rules for successful long-tail strategies include lowering costs and thinking niche (one product, distribution method, or price does not fit all) and giving up control by sharing information and offering choices. In this excellent book, Anderson tells that the story of the long tail is really about the economics of abundance--what happens when the bottlenecks that stand between supply and demand in our culture start to disappear and everything becomes available to everyone. Mary Whaley Copyright American Library Association. All rights reserved --This text refers to an out of print or unavailable edition of this title. Review AndersonÂ's insights with the Long Tail continue to influence GoogleÂ's strategic thinking in a profound way. -- Eric Schmidt, CEO, Google I canÂ't begin to tell you how thrilled I was by The Long Tail. -- Howard Look, VP, TiVo If you havenÂ't already read The Long Tail, youÂ'd better -- itÂ's the new Tipping Point. -- Andy Lark, VP, Sun Microsystems --This text refers to an out of print or unavailable edition of this title. 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. --This text refers to an out of print or unavailable edition of this title. From AudioFile Anderson's premise that Internet-based retailing and personal expression enable much wider variety and more profitable niche markets and, thus, are killing a formerly hit-driven culture and retail world is somewhat controversial. (Just Google THE LONG TAIL.) But this audiobook presents the argument well, with much detail and many current (late 2005) examples. Christopher Nissley's reading style fits the content; he's clipped and staccato, like Anderson's writing. His narration is helpful to the listener who prefers not to get bogged down in the theoretical and technical parts of the book. Anderson himself reads the introduction, and there's a brief author interview at the end of Disc 7, plus downloadable copies of the book's graphics. T.F. AudioFile 2006, Portland, Maine-- Copyright AudioFile, Portland, Maine --This text refers to an out of print or unavailable edition of this title.