Number of pages: 256
BBB Library: Sales and Marketing
The tracking of top-seller lists is a national obsession. Our culture is a massive popularity contest. We are consumed by hits—making them, choosing them, talking about them, and following their rise and fall. No surprise that hits have become the lens through which we observe our own culture. We define our age by our celebrities and mass-market products. They are the connective tissue of our common experience. Hits are starting to, gasp, rule less. Number one is still number one, but the sales that go with that are not what they once were. In short, although we still obsess over hits, they are not quite the economic force they once were. Where are those fickle consumers going instead? No single place. They are scattered to the winds as markets fragment into countless niches. The one big growth area is the WEB, but it is an un-categorizable sea of a million destinations, each defying in its own way the conventional logic of media and marketing.
"The Long Tail is an extension of an influential article published in Wired Magazine (Anderson, 2004). As a business concept, The long tail phenomenon is attractive because “products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, if the store or distribution channel is large enough” (Wikipedia, 2006). The phrase long tail is from the name of the low-frequency portion of a statistical distribution." Pdma.org
"Chris Anderson uses his revolutionary book, The Long Tail to remind us, yet again, that we live in an unprecedented time of change and opportunity. Change in the way we buy, the way we sell and the way we interact throughout the process. It’s true – a lot is changing, and at an unbelievable rate. And yet… and yet, the fundamentals remain the same. Create something of value; create it with passion, and the world will respond. The classics are forever." Actionablebooks.com
"Chris Anderson's The Long Tail does something that only the best books do—uncovers a phenomenon that's undeniably going on and makes clear sense of it. Anderson, the Wired editor-in-chief who first wrote about the Long Tail concept in 2004, had two moments of genius: He visualized the demand for certain products as a "power curve," and he came up with a catchy phrase to go with his observation. Like most good ideas, the Long Tail attaches to your mind and gets stuck there." Slate.com
"Mr. Anderson’s book does an excellent job of spotting trends and fitting them into an easily accessible theoretical framework that helps explain the changing culture around us." New York Times
"'Niche' promotion has long been a commonplace of the cultural market, but when Anderson, the Californian editor of Wired magazine, came up with a new phrase to describe the buying and selling of books and records that were not necessarily bestsellers, he not only gave new life to an old concept, but also some useful theoretical underpinning to a market being transformed by online selling. The ongoing war between Microsoft and Google only makes his survey even more topical." The Guardian
Brands want to be talked about so people will buy their products and services. Consumers want to interact with brands that make the products and services they purchase. Brands also want consumers to relate to them, become highly loyal, and buy that same brand for the rest of their lives. They
If You're Not First, You're Last is about how to sell your products and services—despite the economy—and provides the reader with ways to capitalize regardless of their product, service, or idea. Grant shares his proven strategies that will allow you to not just continue to sell, but create new products, increase margins,
Chuck Martin takes readers on a journey from the creation of the first screen to the revolutionary third. Martin describes the cultural and social changes incurred by the first screen (the television) and the second screen (the personal computer), opening up his discussion of how the third screen—the mobile device—is redefining
It's quite extraordinary how much we've been able to increase our consumption bandwidth of information, scanning pages of Google search results and custom blog feeds.
The primary effect of the Long Tail is to shift our taste toward niches, but to the extent we're more satisfied by what we're finding, we may well consume more of it.
If you love documentaries, video stores aren't for you—there are too many documentaries, and they sell too poorly to justify stocking more than a few dozen of them on physical shelves.
Amazon and other networks of used booksellers have made it almost as easy to find and buy a second-hand book as it is a new one.