The Long Tail

The Long Tail

How Endless Choice Is Creating Unlimited Demand

Book - 2007
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The concept of 'the long tail' refers to the hundreds of products that are not bestsellers, i.e. those products that form a line that tails off down any company's sales graph. This book looks at how the Internet has allowed for a boom in such niche-market products.
Publisher: London : 2007
ISBN: 9781844138517
1844138518
Branch Call Number: ANF 658.802 ANDE
Characteristics: xii, 244 p. ; 20 cm

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TheresaAJ
Jan 04, 2016

I read this book because it's heavily referenced in my library's strategic plan. Although it's 10 years old, the big ideas, theories, and principles still hold up today. Anderson takes some time to explain how today's long tail (culture unfiltered by economic scarcity) has deep roots in technology that opens new markets to far-flung customers. Sears, Roebuck, and Co. capitalized on mass production and railroads to bring consumer goods to isolated places. Toll-free calling and credit cards allowed catalog shopping to grow and flourish. Today's technology lets anyone create music, film, books, etc. with relatively inexpensive digital tools while companies like Amazon, iTunes, eBay, and Netflix aggregate the creations for wider distribution. Filters to find these items are widely through Google and social media via the Internet. The author illustrates his main points with both historical and current examples. I also appreciate the business book that doesn't feel the need to repeat its points 7 or 8 times in the work.

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