The Long Tail
How Endless Choice is Creating Unlimited Demand
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4.4 • 5 Ratings
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- £5.99
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- £5.99
Publisher Description
What happens when there is almost unlimited choice? When everything becomes available to everyone? And when the combined value of the millions of items that only sell in small quantities equals or even exceeds the value of a handful of best-sellers?
In this ground-breaking book, Chris Anderson shows that the future of business does not lie in hits - the high-volume end of a traditional demand curve - but in what used to be regarded as misses - the endlessly long tail of that same curve. As our world is transformed by the Internet and the near infinite choice it offers consumers, so traditional business models are being overturned and new truths revealed about what consumers want and how they want to get it.
Chris Anderson first explored the Long Tail in an article in Wired magazine that has become one of the most influential business essays of our time. Now, in this eagerly anticipated book, he takes a closer look at the new economics of the Internet age, showing where business is going and exploring the huge opportunities that exist: for new producers, new e-tailers, and new tastemakers. He demonstrates how long tail economics apply to industries ranging from the toy business to advertising to kitchen appliances. He sets down the rules for operating in a long tail economy. And he provides a glimpse of a future that's already here.
PUBLISHERS WEEKLY
An informative comic adaptation of Wired editor-in-chief Anderson's bestselling book on how technological innovation has allowed niche audiences to become more profitable for businesses to sell to. Illustrated in b&w by Clester, the book's visuals help the reader to immediately understand Anderson's arguments. Beginning with an examination of how, up until recently, media producers focused only on creating profitable "hits," Anderson explains how the Internet and digital technology have changed the dynamics of markets and consumers, with the Web making a staggering number of choices available to consumers while allowing smaller market producers of goods to reach new audiences. Although the book offers little in the way of advice or step-by-step guides, it is useful in encouraging readers to visualize Anderson's by-now gospel observations. However, it's not entirely clear how many readers are really interested in learning about Anderson's arguments by having them presented in an abridged comics version. While not as exhaustive as the prose edition, this adaptation is a clear introduction to the many topics Anderson explores.
