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

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Synopsis

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

About Chris Anderson

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Chris Anderson is Editor-in-Chief of Wired magazine, a position he's held since 2001. In 2002 and 2004, he led the magazine to a 2002 National Magazine Awards nomination for General Excellence. He has worked at The Economist, where he served as U.S. Business Editor. His career began at the two premier science journals, Science and Nature, where he served in several editorial capacities. He holds a Bachelor of Science degree in Physics from George Washington University and studied Quantum Mechanics and Science Journalism at the University of California at Berkeley.
 
Published July 11, 2006 by Hachette Books. 256 pages
Genres: Business & Economics, Political & Social Sciences, Computers & Technology, Science & Math, Biographies & Memoirs. Non-fiction

Unrated Critic Reviews for The Long Tail

The New York Times

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At heart “The Long Tail” is a book about economics and carries the PowerPoint trappings of the genre, with its charts and graphs, lapses into business jargon and easily digested rules for success.

Aug 10 2006 | Read Full Review of The Long Tail: Why the Future...

The Guardian

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The Long Tail by Chris Anderson Random House Business Books £8.99 The Long Tail takes its title from those millions of niche buyers (who show up on sales graphs as a 'tail') whose spending patterns do not contribute to the 'short head' of bestsellerism, but who still play a vital role in the cult...

May 13 2007 | Read Full Review of The Long Tail: Why the Future...

Publishers Weekly

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Wired editor Anderson declares the death of "common culture"—and insists that it's for the best.

| Read Full Review of The Long Tail: Why the Future...

Huffington Post

I've incorporated feedback from my own team and we selected books, old and new spanning not only business and management but creative thinking, technology, the global economy, sociology and psychology.

May 24 2012 | Read Full Review of The Long Tail: Why the Future...

Forbes

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Weird Tales 3 (Photo credit: Wikipedia) One myth I would really love to smash to bits is the notion that only a certain type of person can be successful in business. I meet far too many people who tell me they'd love to be an entrepreneur, but don't think they could [...]

Mar 26 2012 | Read Full Review of The Long Tail: Why the Future...

London School of Economics

Wittrock, Björn (2010) ‘Shifting involvements: rethinking the social, the human and the natural’, in International Social Science Council (2010) World Social Science Report 2010: Knowledge Divides.

Jan 29 2014 | Read Full Review of The Long Tail: Why the Future...

DenverPost.com

Chris Anderson, editor of Wired Magazine published his highly anticipated book.

Jul 18 2006 | Read Full Review of The Long Tail: Why the Future...

Harvard Business Review

Anita Elberse, a Harvard Business School associate professor, has a really interesting article in the July/August Harvard Business Review that analyzes some Long Tail data and challenges some of the theory's predictions.

Jun 27 2008 | Read Full Review of The Long Tail: Why the Future...

Variety

Anderson points out that "long tail" content, which he defines as music, DVDs and books not available in a retail store, makes up between 21% and 40% of sales on three digital-content stores: Rhapsody, Netflix and Amazon's book section.

Aug 05 2006 | Read Full Review of The Long Tail: Why the Future...

The National Business Reviews

Surely Apple's download store is the ultimate example of the long tail in action?

Feb 09 2009 | Read Full Review of The Long Tail: Why the Future...

ICV2

The Long Tail was a bestselling book by Chris Anderson which expanded on the term the author popularized in an article published in Wired magazine.

Mar 16 2011 | Read Full Review of The Long Tail: Why the Future...

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