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The Long Tail (Hardcover)

by Chris Anderson (Author)

4.2 out of 5 stars See all reviews (5 customer reviews)

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Product Details

Hardcover: 256 pages
Publisher: Hyperion (Jul 11 2006)
Language: English
ISBN-10: 1401302378
ISBN-13: 978-1401302375
Product Dimensions: 23.4 x 15.2 x 1.5 cm
Shipping Weight: 318 g

Average Customer Review: 4.2 out of 5 stars See all reviews (5 customer reviews)

Amazon.ca Sales Rank: #64,335 in Books (See Bestsellers in Books)

Popular in these categories:

#32 in	Books > Business & Investing > Marketing & Sales > Marketing > Research
#32 in	Books > Professional & Technical > Business Management > Marketing & Sales > Marketing > Research
#46 in	Books > Business & Investing > Marketing & Sales > Consumer Behavior

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Product Description

From Publishers Weekly

Wired editor Anderson declares the death of "common culture"—and insists that it's for the best. Why don't we all watch the same TV shows, like we used to? Because not long ago, "we had fewer alternatives to compete for our screen attention," he writes. Smash hits have existed largely because of scarcity: with a finite number of bookstore shelves and theaters and Wal-Mart CD racks, "it's only sensible to fill them with the titles that will sell best." Today, Web sites and online retailers offer seemingly infinite inventory, and the result is the "shattering of the mainstream into a zillion different cultural shards." These "countless niches" are market opportunities for those who cast a wide net and de-emphasize the search for blockbusters. It's a provocative analysis and almost certainly on target—though Anderson's assurances that these principles are equally applicable outside the media and entertainment industries are not entirely convincing. The book overuses its examples from Google, Rhapsody, iTunes, Amazon, Netflix and eBay, and it doesn't help that most of the charts of "Long Tail" curves look the same. But Anderson manages to explain a murky trend in clear language, giving entrepreneurs and the rest of us plenty to think about. (July)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From AudioFile

Anderson's premise that Internet-based retailing and personal expression enable much wider variety and more profitable niche markets and, thus, are killing a formerly "hit-driven" culture and retail world is somewhat controversial. (Just Google THE LONG TAIL.) But this audiobook presents the argument well, with much detail and many current (late 2005) examples. Christopher Nissley's reading style fits the content; he's clipped and staccato, like Anderson's writing. His narration is helpful to the listener who prefers not to get bogged down in the theoretical and technical parts of the book. Anderson himself reads the introduction, and there's a brief author interview at the end of Disc 7, plus downloadable copies of the book's graphics. T.F. © AudioFile 2006, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to the Audio CD edition.

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Customer Reviews

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4.2 out of 5 stars (5 customer reviews)

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3.0 out of 5 stars Great article, not so great book, Aug 26 2008

By	Andy Strote (Toronto) - See all my reviews (REAL NAME)

I read the original article. It was brilliant. He should have left it at that. The book got very repetitive to the point where it became the long read.

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5.0 out of 5 stars Great for Marketers, Jan 31 2008

By	J. Estill "www.jimestill.com" - See all my reviews (TOP 500 REVIEWER) (REAL NAME)

I read a great book (actually I listened to it on the seven CD set) that is a must read for any business person called, "The Long Tail, Why the future of business is selling less of more" by Chris Anderson. Chris Anderson is the editor of FAST Company magazine.

The thesis of his book is that we are increasingly able to cater almost everybody with every taste with a huge degree of variety and this huge degree of variety allows products to have what he calls long tails. For example, rather than everybody simply listening to popular music, they can listen to many sub-genres.

Much of what he talks about is possible because of the Internet so a lot of his examples have to do with books and music and movies, etc., on the internet.

The reason it is a must read for any business person is understanding markets and where things will sell are definitely a critical part of business success.

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5.0 out of 5 stars Here is a road map to navigate your way through "a market of multitudes", Jan 22 2008

By	Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

In the October 2004 issue of Wired magazine, Chris Anderson published an article in which he shared these observations: "(1) the tail of available variety is far longer than we realize; (2) it's now within reach economically; (3) all those niches, when aggregated, can make up a significant market - seemed indisputable, especially backed up with heretofore unseen data." That is even truer today than it was three years ago. The era that Anderson characterizes as "a market of multitudes" continues to grow in terms of both its nature and extent. In this book, Anderson takes his reader on a guided tour of this market as he explains what the probable impact the new market will have and what will be required to prosper in it.

According to Anderson, those who read the article saw the Long Tail everywhere, from politics to public relations, and from sheet music to college sports. "What people intuitively grasped was that new efficiencies in distribution, manufacturing, and marketing were changing the definition of what was commercially viable across the board. The best way to describe these forces is that they are turning unprofitable customers, products, and markets into profitable ones." Therefore, the story of the Long Tail is really about the economics of abundance: "what happens when the bottlenecks that stand between supply and demand in our culture start to disappear and everything becomes available to everyone."

If I understand Anderson's most important points (and I may not), they include these:

1. Make as much as possible available to as many people as possible.
2. Help them to locate what they need, quickly and easily.
3. Offer maximum inventory only online.
4. Customize supply chain in terms of niche markets
5. Maximize its efficiencies and economies (especially inventory control, order processing, and distribution,)
5. Be customer-driven in terms of "crowdsourcing"
6. Have strategy that separates content into its component parts (i.e. "microchunking")
7. Have a pricing strategy that is "elastic" (i.e. based on the ROI of fulfillment per product per niche).
8. Have an open source business model for information sharing.
9. In markets where scarcity exists, "guesstimate" costs, margins, sales, profits, etc.
10.Where there is abundant competition, let those markets "sort it all out."

These and other points can guide and inform decision makers as they struggle to compete profitably during the era of "long-tailed distributions," when culture is unfiltered by economic scarcity and high technology is turning mass markets into millions of niches. Anderson provides invaluable advice with regard to how minimize the cost of reaching, penetrating, and then developing a multiple of niche markets. The paradigm has shifted from selling more in fewer markets to selling less in more markets but also, key point, selling as much as possible within as many segments as possible -- and prudent -- within those markets.

Those who share my high regard for this volume are urged to check out two books by Henry Chesbrough, Open Innovation: The New Imperative for Creating and Profiting from Technology and Open Business Models: How to Thrive in the New Innovation Landscape. Also Geoffrey Moore's Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution, Howard Gardner's Five Minds for the Future, Richard Ogle's Smart World: Breakthrough Creativity and the New Science of Ideas, Gary Hamel's The Future of Management, Noel Tichy and Warren Bennis' Judgment: How Winning Managers Make Smart Calls, Steven Feinberg's The Advantage-Makers: How Exceptional Leaders Win by Creating Opportunities Others Don't, and Seeing What's Next: Using Theories of Innovation to Predict Industry Change co-authored by Clayton M. Christensen, Scott D. Anthony, and Erik A. Roth.

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