The Long Tail: Why the Future of Business is Selling Less of More

The Long Tail: Why the Future of Business is Selling Less of More
by Chris Anderson

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Book Summary Information

Author: Chris Anderson
Edition: Hardcover
Published: 2006-07-11
ISBN: 1401302378
Number of pages: 256
Publisher: Hyperion

Book Reviews of The Long Tail: Why the Future of Business is Selling Less of More

Book Review: The Long Book from a Short Article
Summary: 4 Stars

PROS: Well written, fluid prose, clear headers guide the reader, useful observations on how the Internet has changed many industries, excellent for the business reader and entrepreneur.

CONS: Although the author generally writes in a concise writing style (which is nice), the book could be even shorter. Indeed, it grew out of a Wired article.

CONCLUSION: The reason I didn't give it 5 stars is that I wasn't left amazed and blown away. It's a nice book. Well written and researched. Get it if you're an entrepreneur or you love to read how the Net disrupts industries. If you're only moderately interested in these subjects, then just read the Wired article and/or the user comments on this book.

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Summary of The Long Tail: Why the Future of Business is Selling Less of More

"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 whats commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.

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