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Summary: The Long Tail Chris Anderson

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This work offers a summary of the book “THE LONG TAIL: Why the Future of Business is Selling Less of More” by Chris Anderson.

Chris Anderson is editorinchief of Wired magazine. He previously worked for seven years for The Economist and six years for Nature and Science magazines.

In The Long Tail, Anderson demonstrates that the real mother lode of commercial success for twentyfirst century businesses will be in multipleniche marketing rather than trying to score a few mass market hits.

According to Anderson, a new business model is arising based on the economics of abundance rather than scarcity. This new model rests on the idea it will be better and more profitable to sell a few copies each into a million niche markets than it will be to try and develop one product which you sell two or three million copies. The great success stories of the future will be the companies which are aligned with the long tail of the demand curve rather than those which bring hit products to market.

In this interesting book, Anderson manages to explain a murky trend in clear language. The Long Tail makes entrepreneurs and the rest of us think about this new business model.
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    The theory of the Long Tail can be boiled down to this: Our culture and economy are increasingly shifting away from a focus on a relatively small number of hits (mainstream products and markets) at the head of the demand curve, and moving towards a huge number of niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare

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