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Why the Future of Business Is Selling Less of More
Hyperion
July 2006
256 pages
ISBN: 1401302378
Hardcover
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Non-Fiction
What happens when the bottlenecks that stand between
supply and demand in our culture go away and everything
becomes available to everyone? "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. However,
this is not just a virtue of online marketplaces; it is an
example of an entirely new economic model for business, one
that is just beginning to show its power. After a century of
obsessing over the few products at the head of the demand
curve, the new economics of distribution allow us to turn
our focus to the many more products in the tail, which
collectively can create a new market as big as the one we
already know. The Long Tail is really about
the economics of abundance. New efficiencies in
distribution, manufacturing, and marketing are essentially
resetting the definition of what's commercially viable
across the board. If the 20th century was about hits, the
21st will be equally about niches.
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