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The Long Tail: Why the Future Is Selling Less of More

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3.83  ·  Rating details ·  22,506 Ratings  ·  672 Reviews
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
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Kindle Edition, 256 pages
Published (first published 2006)
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Max Tremaine It is breathtaking. Great support for the argument that the next generation of retail will differentiate themselves by capturing the long tail.
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Community Reviews

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Scott
Oct 02, 2009 rated it liked it  ·  review of another edition
OK, this book gets down-graded because it is an excellent example of snake oil. Kool Aid.

Let me explain. I'm sure that some people love this book. However, Chris Anderson takes an excellent insight, then extends and extrapolates this insight all out of shape, drawing general conclusions about the whole economy that make absolutely no sense.

First, consider the source. Chris Anderson is the editor-in-chief of Wired magazine. If you've never read Wired, it is a huge media cheerleader for the high
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Otis Chandler
Oct 17, 2006 rated it it was amazing  ·  review of another edition
Shelves: business, nonfiction
Interesting Tidbits
- Three forces need to create the long tail:
1. democratize production: give average people the ability to create quality content (movies, music, blogs)
2. democratize distribution: technology to aggregate *all* the content in a genre (Amazon, Netflix, iTunes)
3. Connect Supply and Demand: filters to help people find the niche's they are interested in (Google, recommendations, best-seller lists)
- One quarter of Amazon's sales come from books outside its top 100,000 titles. T
...more
Jake Losh
Sep 09, 2011 rated it did not like it  ·  review of another edition
I disliked this book for two reasons: I do not believe it represents any original ideas and it is, like most business books, horribly verbose. Yawn-zilla. Yawn-a-saurus rex. Avoid.

I take issue with the idea that this book even represents a body of original ideas. The long tail concept is very cute, but after reading it, I can't stop thinking about the story of Sears-Roebuck which Anderson writes about. The notion of giving people access to a plethora of products that were heretofore unobtainable
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Maria
Aug 25, 2016 rated it really liked it  ·  review of another edition
Coada lungă oferă o perspectivă interesantă asupra provocărilor pe care le ridică digitalizarea, avântul de neoprit al tehnologiei și dezvoltarea piețelor virtuale în contextul economiei globale. Pornind de la principiile clasice ale interacțiunii dintre cerere și ofertă, Chris Anderson analizează cu luciditate modificarea legilor economice și orientarea din ce în ce mai accentuată a consumatorilor și producătorilor spre economiile de nișă, folosindu-se de exemplul unor proiecte de success – A ...more
Lilly
Jan 29, 2009 rated it really liked it  ·  review of another edition
This book is an exploration of how niche markets are on the rise courtesy of better distribution. And that's a gross summary. Much discussion is given to the rise of the digital world and how it's expanded the marketplace so that there can be a Long Tail Distribution (for you statistics nerds out there)--- beyond the major hits, you can continue to sell (for example) less popular items, and lots of them. There are markets within markets.

A very conversationally written book, by the editor of Wire
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Brooks
Mar 12, 2008 rated it it was amazing  ·  review of another edition
I heard a clip on this book on NPR back in August and have had wanted to read this book for sometime. When I first heard about this book, we were having a conflict with one of our e-commerce customers. There SKU base kept growing and my boss kept saying they did not control their inventory. Well, here is proof positive that they did know what they were doing. The book is written by an editor of Wired magazine. The basic premise is that with infinite variety and reduced (and in many cases zero) d ...more
Sarah
I give up...I can't take any more of this horribly boring book. My economics textbook keeps my interest better than this, which is extremely sad. I'm giving it two stars instead of one only because it had a few good tidbits of information regarding the evolution of the music and publishing industries (there was some interesting stuff about things such as Myspace and Lulu that I hadn't heard before). None the less, this is another book about an idea that probably made a fascinating article in a m ...more
Honza Marcinek
Jul 04, 2017 rated it really liked it  ·  review of another edition
Ač je kniha hodně stará a vychází z článku, který byl napsán v roce 2004, tak přeci jen byla pro mě více zajímavější než kniha Herd, kterou jsem nedávno četl. Velmi čtivá kniha se spoustou insightů, jenž můžete v jistých podobách uplatnit i dnes.
Martin
Feb 18, 2010 rated it really liked it  ·  review of another edition
Shelves: 2010books
I’ve been reading what I like to think of as some “business-lite” books for school, pulling me (kicking & screaming) away from my beloved novels, fictional worlds, and imaginary characters. Apparently there is little or no place for novels in business. The good news is that these business-lite books are, by their very nature, super-readable and somewhat interesting. They are also (again, I guess by their very nature) the most repetitive books imaginable. While I like novels, and have even re ...more
Nick
Jun 13, 2012 rated it liked it  ·  review of another edition
Recommended by John Sutherland in _How Literature Works_ as providing a solution for dealing with information overload. I was a little surprised to find myself reading a book about marketing but the combination of an interesting concept and light tone (plus many many hours of subway riding) kept me reading through to the last page. Said interesting concept got much less interesting as the book wore on and I found myself reading more to see where Anderson would finally slip up and say, 'Okay, I a ...more
Inggita
Aug 05, 2007 rated it really liked it  ·  review of another edition
one of the most important guides to the dotcom econ - although after a while you might get tired of being told of the same thing over and over again (esp Wired readers might find it annoying of being told what they've discovered a long time ago) each of the stories page after page are another nail on the coffin - and most of us down here in ANALOG INDONESIA with rolling blackouts (wiping out your lifetime of data in seconds) can just dream away. a must-read for non-practitioners, and a good conf ...more
Bookmarks Magazine

In The Long Tail, Chris Anderson offers a visionary look at the future of business and common culture. The long-tail phenomenon, he argues, will "re-shape our understanding of what people actually want to watch" (or read, etc.). While Anderson presents a fascinating idea backed by thoughtful (if repetitive) analysis, many critics questioned just how greatly the niche market will rework our common popular culture. Anderson convinced most reviewers in his discussion of Internet media sales, but hi

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Daniel Solera
Chris Anderson's book can be summarized by saying that the consumer retail market these days is driven more by a bottom-up movement (what he calls "post-filters") than by top-down factors ("pre-filters"). The idea can also be synthesized by saying that "hits" are no longer as big as they once were because they now compete with individuals with louder voices.

For example, during its most popular seasons, "I Love Lucy" was watched by 70 percent of households with televisions. That kind of homogeniz
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Kip
Apr 11, 2008 rated it it was amazing  ·  review of another edition
Recommends it for: everyone with internet experience
One of the most interesting non-fiction books I've ever read. Sort of a combination of economics, technology, and culture. Anderson presents compelling arguments and data to identify, examine and extrapolate on a clear inflection point in the macro environment today. Tools of production are more readily available (think desktop publishing, blogging, and digital video), distribution is cheaper and more widely available (think Netflix, iTunes or Amazon v bricks-n-mortar), and a wide range of recom ...more
Remo
Chris Anderson escribió en 2004 un fantástico artículo en Wired.com titulado The long tail. Sobre ese artículo construyó un blog, thelongtail.com, que luego convirtió en libro. Las premisas del autor son tres:
1.- Con inventarios digitales podemos alcanzar una oferta casi infinita.
2.- Cuando a los compradores se les da oferta infinita, su demanda se prolonga mucho más allá de los éxitos o bestsellers.
3.- La suma de todas las ventas de los productos menos demandados es un porcentaje muy important
...more
Lauren Albert
The book, and its main idea of the Long Tail, has seriously affected the way I see many industries. When the digital book world started really taking off, after Amazon jumped in, I found myself referring to it in discussions of the future of the publishing industry. The internet has allowed businesses to reach consumers (and for consumers to reach businesses) who fall out of the majority--who "live" in the long tail. An important book in helping understand the effect the internet has had on reta ...more
Христо Блажев
Крис Андерсън описва края на хитовете в “Дългата опашка”
http://www.knigolandia.info/2010/03/b...

Отдавна книга на подобна тематика не ме бе впечатлявала толкова. Крис Андерсън наистина е успял да напише една безкрайно интересна и четивна книга, която на всичкото отгоре разкрива супер интересни неща за пазарите и продажбите в наши дни.
Karl Niebuhr
Jan 22, 2017 rated it really liked it  ·  review of another edition
This book explains how to take advantage of the Internet by offering a long tail i.e. a great variety of products. This is essentially why platforms like Amazon are so profitable. https://karlbooklover.com/the-long-ta...
Stephen Smotherman
Apr 15, 2012 rated it really liked it  ·  review of another edition
Shelves: business
A great book for every online reseller to read.
Phil Simon
Jan 23, 2010 rated it it was amazing  ·  review of another edition
Superb. Incredibly well-written and researched. Anderson is one of my favorite authors. This is one of the most important business books written in years. Read it...then read it again.
Joel Goldman
Nov 13, 2012 rated it really liked it  ·  review of another edition
Terrific explanation of the long tail in marketing. Explained why there will always be room for good self-published authors.
Nicholas
Should have read it a long time ago. Does a good job popularizing concepts later/also discussed by Benkler, Weinberger, Kelly, and Shirky.
Tor
Sep 10, 2017 rated it liked it  ·  review of another edition
The book revolves around the now well-known fact that online retail provides opportunities for lower demand products (long tail), not possible in brick and mortar stores. This gives that actionable advice that you should make your products available online and consider diversifying your product range to supply the many demands in the long tail. However, his data support is rather limited. He claims to have hundreds of examples; but only mention the giants: Amazon, eBay, Google etc. Hence making ...more
YHC
Jul 03, 2017 rated it really liked it  ·  review of another edition
The idea is simple and this business model could prosper thanks to the social network/internet.
20/80 fits in all models which is astonishingly coincidence. I think just few examples could have explain perfectly about the long tail. This reminds me of the game business on cell phone, unlike standard game business that you need a strong structure of game frames, cell phone APP provides simple and time killing games such as Angry Bird. Sugar crush..etc. They are the successfully example of long ta
...more
Robert
Jul 04, 2017 rated it really liked it  ·  review of another edition
I read this close to a decade ago, and it still ranks as one of my favorite (and earliest) forays into non-fiction reading. He clearly describes how the "megahits" of the past have been replaced by a bevy of "niche hits", unpacking the developments that led to this change. One memorable comparison was how television can bring 1 channel to millions of people, but the internet can deliver millions of "channels" to a single person.
Danielle
May 30, 2017 rated it it was ok  ·  review of another edition
Anderson displays the art of repeating the same idea in a multitude of ways. Some valid points in the democratisation of production, distribution and aggregators and too many similar examples bringing across the same point. Perhaps one interesting idea about Chevy's supposed ad failure and lack of intervention which was actually a success in the larger picture.
Isk
Jun 28, 2009 rated it liked it  ·  review of another edition
Review:

Summary:
The Internet has ended the economics of scarcity by cheaply enabling the distribution and acquisition of niche items.

Example:

Read:
The Wired article, and then just Chapter 15: The long tail of marketing from this book.

Improvements:
Wish Anderson talked about differentiating between long tail-industries and non-long tail-industries, and how to boost long tails when there should be one but there isn't. Also, what a world would be like in which everything is long tail.

Notes:

Introductio
...more
Ngee Poo
Sep 11, 2017 rated it it was amazing  ·  review of another edition
Excellent read on how the marketplace is changing and how niche products and services that used to be inaccessible to the masses are now so much more accessible as variable costs of bringing services and products to market have declined substantially.
Giuliano Barros
May 12, 2017 rated it it was amazing  ·  review of another edition
Shelves: business
Livro excelente sobre o mercado de nichos. Anderson explica como a soma da demanda dos milhares de menores nichos pode ser mais interessante que o mercado de massa.

Essencial para quem trabalha com marketplace ou oferece soluções para diferentes perfis de clientes.
sadiq
Aug 15, 2017 rated it really liked it  ·  review of another edition
Got the referral to read this book from business model generation, the concept is so powerful it ranks as a paradigm shifter.
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Chris Anderson was named in April 2007 to the "Time 100," the newsmagazine's list of the 100 men and women whose power, talent or moral example is transforming the world. He is Editor-in-Chief of Wired magazine, a position he took in 2001, and he has led the magazine to six National Magazine Award nominations, winning the prestigious top prize for General Excellence in 2005 and 2007. He is the aut ...more
More about Chris Anderson...

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“as Joe Kraue, CEA of JotSpot ... puts it, "Up until now, the focus has been on dozens of markets of millions, instead of millions of markets of dozens.” 5 likes
“When the tools of production are available to everyone, everyone becomes a producer.” 4 likes
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