The Long Tail: Why the Future of Business is Selling Less of More
Chris Anderson
Language: English
Pages: 267
ISBN: 1401309666
Format: PDF / Kindle (mobi) / ePub
The New York Times bestseller that introduced the business world to a future that's already here--now in paperback with a new chapter about Long Tail Marketing and a new epilogue. Winner of the Gerald Loeb Award for Best Business Book of the Year In the most important business book since The Tipping Point, Chris Anderson shows how the future of commerce and culture isn't in hits, the high-volume head of a traditional demand curve, but in what used to be regarded as misses--the endlessly long tail of that same curve. "It belongs on the shelf between The Tipping Point and Freakonomics."
--Reed Hastings, CEO, Netflix "Anderson's insights . . . continue to influence Google's strategic thinking in a profound way." --Eric Schmidt, CEO, Google "Anyone who cares about media . . . must read this book." --Rob Glaser, CEO, RealNetworks
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57, 58–84, 253, 254 Rocketboom, 193 line between consumers and, 63–64, Roebuck, Alvah C., 42 83–84 Rosen, Christine, 189–90 production, democratizing the tools of, Rossetto, Louis, 243 54, 55, 57, 62–65, 73, 82, 84, 107, Rotten Tomatoes, 233 178, 179 RSS feeds, 230, 231 PR professionals, 241–43 PRX, 130 Salesforce.com, 207–10 Pryor, Len, 238–39, 240 Samberg, Andy, 79 PureVolume, 103 samples, 135, 223–24 SAP, 208 quality, 71, 115–19, 126, 167, 191 Saturday Night Live, 80–81
in 2004), largely due to the ease with which artists can now record and release their own music. At the same time, bands uploaded more than 300,000 free tracks to MySpace, extending the tail even further. T H E L O N G T A I L | 5 5 The second force is cutting the costs of consumption by democ- ratizing distribution. The fact that anyone can make content is only meaningful if others can enjoy it. The PC made everyone a producer or publisher, but it was the Internet that made everyone a
wrote an op-ed in USA Today about his own Wikipedia entry; the entry started this way: John Seigenthaler Sr. was the assistant to Attorney General Robert Kennedy in the early 1960’s. For a brief time, he was thought to have been directly involved in the Kennedy assassinations of both John, and his brother, Bobby. Nothing was ever proven. Aside from the part about him being Robert Kennedy’s assistant in the 1960s, virtually everything else about the entry was false and slanderous.
distinguishes KitchenAid among the other mixers and increases its overall sales, but the company has found that adding a third color actually improves the sales of white. The reason, KitchenAid suspects, is that the colorful display attracts people to the KitchenAid shelves in the retailer’s housewares section, and the range of colors confers a brand distinctiveness that consumers value. Once pulled in by the bright variety, however, many customers, on reflection, realize that they have a
“Some of the information in the last video was false. Do you realize shareholders could sue us over this?” an attorney pinged. And then there were the dozens of awkward hallway run-ins: Someone in public relations or marketing would stop Pryor and ask, in effect, “Who do you think you are?” But Pryor’s bosses backed him and kept the cen- sors at bay. The site proved wildly popular with the rank and file. But ultimately it was Channel 9’s instant success with the target audience—independent
