I’ve heard about this book for years. As a listener of countless podcasts, a subscriber of Wired Magazine—and with a job in marketing—the idea of “the long tail” has been drilled into me as a cornerstone concept for making the most of new media.
Yet I knew after reading Chris Anderson’s recent cover story on “Free!” (the basis for his next book coming in 2009) that I was missing out by not having read the book. This is a rich concept, and I wanted to fully understand how it affects all industry sectors today… and perhaps use the concept to sharpen an eventual business plan I intend to draft.
The Long Tail is about several interconnected subjects: marketing, product distribution, new media, the entertainment industry, and network economics. The book’s sub-title—“Why the future of business is selling less of more”—encapsulates the basic concept well.
It was written to inform media and business professionals of an overarching trend that affects fundamental aspects of what goods to produce, how to distribute such goods, and how to achieve success in fast-changing markets.
The primary value delivered by The Long Tail is an entirely new conceptualization of how markets have changed due to three combining forces: the democratization of production means, the democratization of distribution means, and the new connections between supply and demand.
Anderson knocks down many conventional business principles, such as the 80/20 rule, as he provides a picture of how audience participation has forever changed how people buy and sell. In the online world alone, The Long Tail give specific advice for five categories of businesses:
Yet I knew after reading Chris Anderson’s recent cover story on “Free!” (the basis for his next book coming in 2009) that I was missing out by not having read the book. This is a rich concept, and I wanted to fully understand how it affects all industry sectors today… and perhaps use the concept to sharpen an eventual business plan I intend to draft.
The Long Tail is about several interconnected subjects: marketing, product distribution, new media, the entertainment industry, and network economics. The book’s sub-title—“Why the future of business is selling less of more”—encapsulates the basic concept well.
It was written to inform media and business professionals of an overarching trend that affects fundamental aspects of what goods to produce, how to distribute such goods, and how to achieve success in fast-changing markets.
The primary value delivered by The Long Tail is an entirely new conceptualization of how markets have changed due to three combining forces: the democratization of production means, the democratization of distribution means, and the new connections between supply and demand.
Anderson knocks down many conventional business principles, such as the 80/20 rule, as he provides a picture of how audience participation has forever changed how people buy and sell. In the online world alone, The Long Tail give specific advice for five categories of businesses:
The Long Tail stands up very well to its competition. Perhaps its greatest “competitors” would be various business blogs and websites that contain some of the same information. Yet in book form, The Long Tail reveals a true intellectual and informational depth.
Similar authors, such as Seth Godin, tend to be more philosophical and not rely as much on hard data. I appreciate that Chris Anderson does the necessary research, including source notes and an index, to present this revolutionary concept. I would highly recommend that every business, media and communications student read The Long Tail.
Similar authors, such as Seth Godin, tend to be more philosophical and not rely as much on hard data. I appreciate that Chris Anderson does the necessary research, including source notes and an index, to present this revolutionary concept. I would highly recommend that every business, media and communications student read The Long Tail.
No comments:
Post a Comment