The notion of two marketsthe head and the long tail. The long tail is a book i recommend all my clients to read. Understand the uses of the long tail theory in the digital product market and how you can use it to sell products and for search engine optimization. Why the future of business is selling less of more. The part that struck me as the long tail component was the story of the businesstobusiness advertising web site that is gaining literally thousands of companies per week and allowing companies to find each other in china and internationally in a way that completely bypassed the traditional wineanddineandgraft local business culture. Long tail theory financial freedom and passive income. The long tail theory can be reality for traditional megabrands. The new york times bestseller that introduced the business world to a future that s already here now in paperback with a new chapter about long tail marketing and a new epilogue. Simpson wrote a book called touching the void, a harrowing account of near death in the peruvian andes. When so many people are wasting countless millions on ineffective marketing the long tail is the doorway to a method of marketing products or services that is absolutely free to implement.
Facing a battle to grow, a company can shift their focus to multiple niche markets that have less demand. The long tail pdf summary chris anderson 12min blog. The long tail strategy works perfectly for ecommerce marketplaces like amazon which makes 57% of its books sales from long tail searches other than this, there is a rise of nicheoriented ecommerce stores like etsy for handmade and unique products, redbubble unique products from the artists, and many niche oriented shopify stores which serve to long tail demands. To get a sense of its resonance, compare a long tail search before september 15th, 2004 1,570 results with one after 619,000 results. The long tail, in business, is a phrase coined by chris anderson in 2004. Winner of the gerald loeb award for best business book. The long tail outlines the importance of living in the present time, understand the differences existing between the products and overcome the severe disadvantages of your business. Incumbents are focusing on content discovery for the masses, neglecting the long tail of recommendations for individuals.
The book, andersons first, is an expansion of his 2004 article the long tail in the magazine. Anderson argued that products in low demand or with low sales volume can collectively make up a. A book recommendation is within the context of the book. In this groundbreaking book, chris anderson shows that the future of business does not lie in hits the highvolume end of a traditional demand curve but in what. Anderson included the market concept into paretos theory to provide a larger picture.
The long tail explains why the big commercial hit is dead, how businesses can and will generate most of their future revenue from a long tail of niche products, which serve even the rarest customer needs, and what you can do to embrace this idea today. For example, if you have a wine store in san francisco, you might think that ranking for wine store would rain business down upon you. Jon krakauer wrote into thin air, another book about a mountainclimbing tragedy, which became a publishing sensation. What is the long tail theory and why should you care. In some cats, the gene for tail length shows incomplete dominance. Theory of five, body, head, ears, feet and tail book. The book was initially published on july 11, 2006, by hyperion. Revisiting the long tail theory as applied to ebooks. Theory of five, body, head, ears, feet and tail by melissa. Another expression used to refer to this phenomenon is the long tail derived from the fact that when the sales of a companys many products are plotted along an axis they come to look like.
Centralized inventory is much more efficient than putting products on shelves. In his groundbreaking work, the long tail, chris anderson says that theres money to be made in the long tail of niche offerings. The long tail theory 2006 chris andersonthe long tail theory describes how the internet has influencedeconomics, commerce and consumption. Cats can have no tails nn, long tails ll, or short tails nl. If we continue with s example, we will see that the impact on business can be very different if we use the long tail theory.
The idea of endless aisle and longtail retail has gained much traction since the publication in 2005 of the long tail. Japan idol nn related keywords japan idol nn long tail keywords keywordsking 800 x 533, 188kb. Download sex pics junior gravure idol related keywords amp. In october 2004, chris anderson, editor in chief of wired magazine, published an article titled the long tail. Its called the long tail because if you look at demand on a chart, there is high demand for a small number of hits or blockbusters, but the demand for niche offerings tails off in a long flat curve hence the term long tail.
The long tail theory by 50minutes overdrive rakuten. While the book is brilliant on many levels, some themes are. In longtailed distributions a highfrequency or highamplitude population is followed by a lowfrequency or lowamplitude population which gradually tails off asymptotically. The long tail theory the long tail theory was popularized in 2004 by chris anderson based on the pareto principle. Since broadband wasintroduced in 2001, these impacts have been most prominent. Broad head working from the bottom up tying it all together selection from search engine optimization bible, second edition book. When so many people are wasting countless millions on ineffective marketing the long tail is the doorway to a method of marketing products or services that is absolutely free to impplement. Why the future of business is selling less of more by. Two years later, he publishes the eponymous book, where he elaborates his theory.
T he market for content discovery is largely unclaimed. Why the future of business is selling less of more, by chris anderson, the then editor of wired magazine. Why the future of business is selling less of more is a book by chris anderson, editor in chief of wired magazine. What amazon teaches us about the long tail market for content discovery. Based on the the ny times bestseller and winner of the gerald loeb award best business book of the year, the long tail from smartercomics is the graphic version of the most important business book since the tipping point. The book was listed in the new york times nonfiction best sellers list. Definitely worth reading on the long tail theory which absolutely applies to. Thus the title of an article based on these findings which was later used as a basis for this book. Anderson s theory is visually represented in the accompanying long tail chart. However, to always recommend diapers to an individual whos made a past purchase of a baby gift will most likely miss the mark. The book became a new york times bestseller and won the gerald loeb award for best business book of the year, simply titled the long tail. If you are not yet a subscriber to this blog simply enter your email address in. Back in 2006 when andersons article was published, the new york times made an astute observation about the outcome of the long tail system which still holds true. This book is a real wakeup call to those who still live stuck in the old days.
Its still all about blockbusters one of the many promises of digital distribution is that everything can be found, nothing goes. The reality of its fragmented, unlimited distribution tail also defines the apparel retailing industry. What amazon teaches us about the long tail market for. Long tail marketing refers to the strategy of targeting a large number of niche markets with a product or service. In some ways the long tail has become a meme for the cultural theory of everything human. Long tale theory is a decade old it is interesting to notethat the long tail theory was first published by wired magazine editorchris anderson 10 years ago october 2004, a few years after the dotcom bubble, when internet was still inits infancy it was 11 years old then.
Anderson cites amazon as a trailblazing company that has taken advantage of a longtail strategy. Junior idols miho kaneko related keywords junior idols miho kaneko long tail keywords keywordsking 683 x 1024, 124kb. Sears made significant headway by combining the mailorder business with a large, centralized warehouse, while many other retailers are using existing warehouse networks to offer significant variety online. Chris anderson popularized a theory about the long tail effect in a book first featured in wired in 2004 and later published by hyperion in 2006. Chris anderson, editor in chief of wired magazine, first coined the term long tail in october 2004 to describe the shift away from a focus on a. The long tail theory simply states that there are always big hits and popular products, music downloads, key terms etc. Such a curve has a tail section that is very long relative to the head, and is called, as a consequence, a longtailed distribution. Long tail is a business model that opens a market to everyone that had been previously been supplied by professionals, firms or an elite. The theory of long tail search in this chapter what is long tail search. His key idea will have a lasting impact on entrepreneurs. Unfortunately, andersons book exacerbates this problem.
Long tale theory is a decade old it is interesting to note that the long tail theory was first published by wired magazine editor chris anderson 10 years ago october 2004, a few years after the dotcom bubble, when internet was still in its infancy it was 11 years old then. The long tail theory is so catchy it can overgrow its useful boundaries. Winner of the gerald loeb award for best business book of the year. The report is available free of charge to music industry blog subscribers. It was shortlisted for the financial times and goldman sachs business book of the year award on 18 september 2006. The long tail theory claims that digital technology changes the relation between supply and demand to a degree that customers will be served as niches, and even individuals, rather than as masses. This book is a practical and accessible guide to understanding and implementing the long tail theory, providing you with the essential information and saving time.
In the most important business book since the tipping point, chris anderson. We all know that if you want to open a successful restaurant one of the consideration is location. Thats certainly no challenge to the long tail theory. Today midia consulting is proud to announce the publication of an important new report. Where firms or professionals in a particular area may add a great deal of value, they are outnumbered by a market that allows everyone to. Andersons book, unlike his original wired article, threatens to turn a great theory of inventory economics into a bad theory of life and the universe. Japanese idols reina yamada related keywords japanese idols reina yamada long tail keywords 1067 x 1600, 162kb. Its mainly used by businesses that are dominated by a huge market leader. So far, the winners in the long tail scenario arent publishers but the online booksellers and the databases that aggregate their titles, making books stranded on the dusty.