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The Long Tail: How Endless Choice is Creating Unlimited Demand
 
 

The Long Tail: How Endless Choice is Creating Unlimited Demand [Kindle Edition]

Chris Anderson
4.0 out of 5 stars  See all reviews (63 customer reviews)

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Product Description

Review

"The Long Tail has helped to reinterpret our world" (The Times)

"A smart, timely and oddly inspiring book" (Time Out)

"Snappily argued and thought-provoking" (New Yorker)

Book Description

The new economics of culture and commerce

Product details

  • Format: Kindle Edition
  • File Size: 760 KB
  • Print Length: 288 pages
  • Publisher: Cornerstone Digital (30 Nov 2010)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B004ASOVWQ
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (63 customer reviews)
  • Amazon Bestsellers Rank: #101,062 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

Chris Anderson is Editor-in-Chief of Wired magazine, a position he took in 2001. Since then he has led the magazine to nine National Magazine Award nominations, winning the top prize for General Excellence in 2005, 2007 and 2009. AdAge magazine named him Editor of the Year in 2005. Previously he was at The Economist, Nature and Science magazines. He is the author of the internationally acclaimed The Long Tail, which was shortlisted for the Financial Times and Goldman Sachs Business Book of the Year Award in 2006 and won the Loeb Award for best business book in 2007. He lives in Northern California with his wife and five children.

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Customer Reviews

Most Helpful Customer Reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars Welcome to "the infinite aisle" 2 Jun 2007
By Robert Morris TOP 500 REVIEWER
Format:Hardcover
I did not get to this book until recently and regret that because I then found it to be one of the most thought-provoking books I have read in recent years. As calvinnme "Texan refugee" explains in an excellent review posted on Amazon's US Web site, the title refers to "the colloquial name for a long-known feature of statistical distributions that is also known as `heavy tails,' `power-law tails' or `Pareto tails.' In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually `tails off.' In many cases the infrequent or low-amplitude events--the long tail--can cumulatively outnumber or outweigh the initial portion of the graph, such that in aggregate they comprise the majority. In this book the author explains how due to changing technology it is now not only feasible but desirable in business to cater to the `long tail' of this curve."

Others have their own reasons for quite properly praising Chris Anderson's book. Here are a few of mine. First, when analyzing an especially complicated subject - what he characterizes as "a market of multitudes" - he expresses his insights with exceptional brevity and clarity. For example, consider this sequence: "Increasingly, the mass market is turning into a mass of niches...The new niche market is not replacing the traditional market of hits, just sharing the stage with it for the first time...Think of [falling distribution costs] as a dropping waterline or receding tide. As they fall, they reveal a new land that has been there all along, just underwater. These niches are a great uncharted expanse of products that were previously uneconomic to offer.
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15 of 15 people found the following review helpful
5.0 out of 5 stars Has iTunes Really Killed the Radio Star? 31 July 2006
By Tetsou
Format:Hardcover
The book derives its name from the demand curve that is typical of many sales in the physical world of retailing. Online, the tail of the curve can be pretty long and Chris Anderson explores the significance of this as it relates to the rise of e-tailing (online retail). For anyone contemplating selling online or has an interest in the economics of ecommerce, then this is an important book.

Chris Anderson writes with great authority - as you would expect from the editor-in-chief of wired - and quickly engages the reader with his observations and analysis of online retailing and its comparisons with the physical world. He quickly explains the concepts of the 'long tail' economics before delving into some typical examples, many of which are drawn from the music and entertainment industries, although Amazon features prominately as one would expect.

We're treated to a short history of the The Long Tail, before moving on to the new markets being created by the online 'aggregators'. With so much choice online, Chris explains the growing importance of those products and services who help us select and filter - a new breed of digerati arising from the blogosphere!

Overall, an excellent read that will get you thinking. You'll probably find yourself going back over several chapters to put them into context, as some of the arguments are quite subtle. A great observation of online culture. Will iTunes really kill the radio star? The world is changing - find out why.

Tetsou
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9 of 9 people found the following review helpful
By Robert Morris TOP 500 REVIEWER
Format:Paperback
Note: The review that follows is of the revised and updated edition of a book that was first published in 2006. It offers essentially the same information and insights except that Anderson has added a new chapter on marketing, one in which he explains "how to sell where `selling' doesn't work." More about this chapter later.

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 when The Long Tail was first published 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.
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Most Recent Customer Reviews
2.0 out of 5 stars Won't get the time back
My boss made me buy is. At least I could claim the cost in expenses. The usual stuff to help you sleep and stating the obvious. Read more
Published 4 days ago by Amazon Customer
5.0 out of 5 stars Amazing for University
I'm currently studying Business Management at my University, and as a lot of business managers face more and more problems with e-commerce, it is an amazing little book to have... Read more
Published 6 months ago by LHedley
3.0 out of 5 stars A five page idea crammed into 280 pages
Oh and its been shown to be incorrect in published papers on the same subject. Reads like its been written by a journalist.
Published 7 months ago by C. Worrall
5.0 out of 5 stars Excellent, excellent book that describes (amongst much else) how and...
Chris Anderson has been there, done that, and probably designed the T-shirt.
He drops significant names like a deciduous tree in autumn. Read more
Published 9 months ago by Big Ben
4.0 out of 5 stars The book that defined the internet business model
When this was published it was a seminal book that defined the new business model for the internet. Since then, things have moved on, and some of the subjected predicted in the... Read more
Published 19 months ago by Half Man, Half Book
5.0 out of 5 stars excelent
excelent, book as described . item complied with expectations and promises . valuable choice for the price and fast shippment .
Published 20 months ago by Hugo
5.0 out of 5 stars Excellent !
I bought this book as it was recommended by Amazon, and I found it really interesting and enlightening. Read more
Published 21 months ago by Troposco
5.0 out of 5 stars Tracking the tail
Recently saw Chris Anderson at the Watershed in Bristol talking about his new book 'Makers: The New Industrial Revolution'. Read more
Published 22 months ago by thebarryharvey
5.0 out of 5 stars A guidebook to the new millenium internet.
I found this something like a scrapbook of impressions, facts and notes taken on a journey of discovery with Anderson as a sort of Lewis and Clark of the post 2000 internet... Read more
Published on 9 April 2012 by Baraniecki Mark Stuart
5.0 out of 5 stars Better then ever
A must read
Brings the basics of the new economy in a clear story ans it is a joy reading
Published on 27 Nov 2011 by Dragoeiro
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In a world of infinite choice, context—not content—is king. &quote;
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We are leaving the Information Age and entering the Recommendation Age. &quote;
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