The Long Tail

The Long Tail

Why the Future of Business Is Selling Less of More

Book - 2006
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"“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" -- publisher website (January 2007).
Publisher: New York : Hyperion, c2006.
Edition: 1st ed.
ISBN: 9781401302375
Branch Call Number: 658.802 And
Characteristics: xii, 238 p. : ill. ; 25 cm.


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May 13, 2019

The thesis of the book is that the internet is providing a dramatically less expensive means to connect the buyer to the seller than the old brick and mortar retail model. The author traces the historical development of lower cost connections between the buyers and sellers that resulted in greater choice beginning with the Sears & Roebuck catalog. He amplifies on this theme with many different variants. The basic conclusion is that with larger and more efficient means of centralized distribution the cost of inventory drops so significantly that it become profitable to carry low demand items. What is missing are discussions of related consumer drives such as instant gratification and the ability to successfully shop unique items. It is no coincidence that Amazon started out with selling books which is a great model for this type of buyer to seller connection.

Dec 23, 2017

An inspiring book for the craft artist: we can make small amounts or even prototypes of objects and then reproduce them on demand. The Long Tail enabled by the internet is the wave of the future!

Feb 06, 2011

Great book, smart observations and conclusions.
New economy is being born right now and book shows you how it is happening in front of our eyes ( or rather computer monitors?!)

Easy to read, won't bore you.

Jan 27, 2011

A must read for anyone interested in or thinking about marketing now and in the future. I highly recommend this book.

Jun 12, 2008

Very interesting take on how consumerism is changing in a digital world

Jun 07, 2008

A very readable description of the way the internet has brought about changes in business economics and culture. The book has an accompanying website which continues to track these trends.


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Jun 07, 2008

Brick and mortar stores had limited shelf space and would tend to reduce stock range to focus on the most popular, most profitable items. Conversely, online retailers can maintain an extremely broad stock range, profiting more from the "long tail" of their back catalog hits than from their current top items.


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