The Long Tail
Chris Anderson, Hyperion
ISBN: 1401302378
256 Pages, Hardcover
The Long Tail is about how the internet transformed the traditional demand curve. Basically, "…the future of business is selling less of more…". In a nutshell, Chris Anderson uses relevant, contemporary brand examples to demonstrate that many different niche audiences now give rise to a new economic model. Think iTunes. Think Amazon and eBay.
The online arena has opened up the opportunity to market to countless different groups; a countless number of products. The Long Tail is about the end of inventory, the power of peer production and of course, traditional supply and demand.
My 2 Cents
A must read – if you haven’t already done so. Mr. Anderson provides great food for thought when in planning for any brand. If you’re still thinking exclusively in terms of GRP’s and impressions – think again. The book provides a platform for how to get out of the box and re-think traditional strategy. It may not be right for you right now, but the future is around the corner.
Reviewed by:
Robin Whalen