The notion of two marketsthe head and the long tail. But in 1991, he was hired by faxon, a book and magazine service firm, to. Anderson cites amazon as a trailblazing company that has taken advantage of a long tail strategy. I do not believe it represents any original ideas and it is, like most. Chris andersons original long tail the long tail wired. But imagine that for music, at least, its around 20 cents a track. Then we send them a book, unbidden, and hope for the best. Wired editor and author chris anderson explains his theory of the long tail, using the music and film industries as examples. As a business concept, the long tail phenomenon is. But if you think about it, this is a pretty antiquated system, and neglects the long, long tail of readerbloggers that are really. Chris anderson, then the editor of wired, explores the four key stages of any viable technology.
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. Be the first to read wired s articles in print before theyre posted online, and get your hands on loads of additional. Why the future of business is selling less of more, became a bestseller. The october, 2004 issue of wired magazine dubbed the best magazine in. Chris anderson is the editorinchief of wired magazine.
Wired magazine cofounder talks major artificial intelligence breakthroughs book excerpt july 5, 2017 the following excerpt has been selected exclusively for startupnation readers from the inevitable. The term long tail is also generally used in statistics, often applied in relation to wealth distributions or vocabulary use. Long tail effects and exploring their implications. The notion of giving people access to a plethora of products that were heretofore unobtainable i disliked this book for two reasons. Publishing trendsetter is a production of market partners international and.
This article was taken from the september 20 issue of wired magazine. Erik brynjolfsson from mits sloan school of management and jeffrey hu from purdues krannert school of management did some of the early work on estimating amazons long tail, which gave me both an analytical framework on which to build the theory and the con. How the long tail of publishing has changed the shape of the industry, what makes it work, and why you should care. Chris anderson, editorinchief of wired magazine, coined the term long tail in an article that became a reference for anyone who wanted to understand the new consumer relationships in pervasive digital media times. Chris anderson published the long tail in the october 2004 issue of wired magazine. 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 was popularized by chris anderson in an october 2004 wired magazine article, in which he mentioned, apple and yahoo. The idea of endless aisle and long tail retail has gained much traction since the publication in 2005 of the long tail. The long tail is best described by business adviser, futurologist, guru and editor of wired magazine, chris anderson, in his book the long tail, or why the future of business is selling less of.
In this article he described the niche strategy of businesses, such as or netflix, that sell a large number of unique items, each in relatively small quantities. The book, andersons first, is an expansion of his 2004 article the long tail in the magazine. Follow his continuing coverage of the subject on the long tail blog. Anderson is the editor of wired and the author of the 2006 bestseller the long tail, and free is essentially an extended elaboration of stewart brands famous declaration that. The long tail by chris anderson books the guardian.
So, now lets turn back to libraries, and focus on these two issues. Why the future of business is selling less of more, by chris anderson, the then editor of wired magazine. The long tail is about the distribution of products especially digital products, or ones that eplatforms such as netflix, amazon, ebay help promote so that companies could afford to offer the nonhits to a more diverse audience and customers at a lower cost. As the longtime editorinchief of wired magazine, the author of the long tail, the proponent of the concept of freemium, to name just a few. The true fan model helps a number of artists achieve smallscale success and avoid vanishing in the obscurity of the long tail. At best, a long tail marketing strategy, focused on stimulating word of mouth among influential consumers, can just create awareness. In 2004, anderson coined the phrase long tail after writing about the concept in wired. 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. The combined sales of modest sellers and obscure items can equal those of the biggest successes. Anderson first introduced the term in an article written for wired in 2004. The new york times bestseller that introduced the business world to a future thats already herenow in paperback with a new chapter about long tail marketing and a new epilogue. The long tail pdf summary chris anderson 12min blog. Written by chris anderson, editor in chief of wired magazine, the longer long tail explores the internet marketplace and how the importance of the hits blockbuster, one size fits all are diminished, to the benefit of the unique seller and individual buyer.
It is a fascinating read that stimulates more questions than it answers. Combine enough nonhits on the long tail and youve got a market bigger than the hits. Chris anderson is the editor of fast company magazine. The long tail takes its title from those millions of niche buyers who show up on sales graphs as a tail. Winner of the gerald loeb award for best business book of the year. Diy retailer tictail has plans to make online shopkeepers. Anderson makes concrete suggestions on how to learn and change, if. Like wired magazine itself, the long tail is written in a lively and engaging style that is aimed at an educated, general public. The long tail of travel for a recent speech to a travel company, we pulled together some data on the changing shape of travel due to lowcost carriers, online travel information and socialmedia driven word of mouth taking tourists beyond the usual top destinations. Particularly notable is that when krakauers book hit shelves, simpsons was nearly out of print. In fact, the book expands on an article available on the internet published in october 2004 in wired magazine of which anderson is the editor in chief. The october, 2004 issue of wired magazine dubbed the best magazine in america by the chicago tribune at the time see cover seal to that effect. I hope readers can see how the discussion can be extended to cover other parts of collections.
He maintains a blog, the long tail, which he updates with impressive regularity. The focus on the long tail is when a new product is purchased on amazon or ebay and then sold a number of times by a number of customers to a number of customers using amazon or ebay as the trading platform. The long tail theory took shape in an article by chris anderson, editor of wired magazine, which grew into the 2006 book the long tail. Why the future of business is selling less of more by. The book was initially published on july 11, 2006, by hyperion. The thrust of the article and the corresonding book is that money can be made on the misses and the fringe instead of just on the hits and the center.
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. For convenience of discussion, i focus primarily on books, drawing in other resources occasionally. In 2006, chris anderson, then editor of wired magazine, published the long tail. I read a great book actually i listened to it on the seven cd set that is a must read for any business person called, the long tail, why the future of business is selling less of more by chris anderson.
Anderson elaborated the long tail concept in his book the long tail. It describes what i believe will be what happens after the web and smart phones. As an online vendor, amazon can stock far more titles than any brickand mortar bookstoreso instead of cashing in on 50 bestsellers, amazon could prosper by. This is read like the sequel of his first book, the long tail. Andersons famous longtail article, the original concept prior to his book of. Published on may 20, 2008 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 relatively small number.
Why the future of business is selling less of more. When the long tail was published in wired in october 2004, it. The long tail is a book i recommend all my clients to read. The phrase the long tail was first coined by chris anderson in a 2004 article in wired magazine to describe certain business and economic models such as amazon. If the product is no good, no amount of emailing is going to keep it from being savaged or ignored. It is a treatise on the changing nature of retail trade, centered on one central concept. Niche promotion has long been a commonplace of the cultural market, but when anderson, the californian editor of wired magazine, came up. Its also a very prevalent notion in business, one that chris anderson, editor of wired magazine from 20042012, thoroughly embraced until he. The long tail is written by chris andersen, editor of wired magazine and a former jounalist for the economist.
That, in effect, is the dividing line between the commercial world of the long tail and the underground. Long tail is term coined by chris anderson in an article in wired magazine. Winner of the gerald loeb award for best business book of the year in the most important business book since the tipping point, chris anderson shows how the future of commerce and culture isnt in hits, the high. My most recent article is a cover story about augmented reality called mirrorworld. In the most important business book since the tipping point, chris anderson shows how the future of commerce and culture isn t. Understanding the 12 technological forces that will shape our future by kevin kelly, published by viking, an imprint of penguin. The short head of the graph above the hits will always exist. He argued that the internet era was changing markets.
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