The Longer Long Tail, 2^nd Ed.

How endless choice is creating unlimited demand

Chris Anderson

Publisher: Random House, 2009 , 267 pages

ISBN: 978-1-8479-4036-0

Synopsis:

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Updated and expanded edition

With his brilliant theory of the Long Tail — a powerful new economic force in a world where the internet allows access to almost unlimited choice — Chris Anderson identified an important truth about our economy and culture: that the future does not lie in hits —  the high-volume end of a traditional demand curve —  but in what used to be regarded as misses —  the curve's endlessly long tail.

In this updated and expanded edition, which includes a new chapter on the long tail of marketing, he examines how niche interests, which make up the millions of misses, have come together in a global network, stimulating innovation on an unprecedented scale. The result, he argues, is a cultural richness in which enthusiasms previously dismissed as 'minority' thrive and everybody everywhere can find something to their taste.

Table of Contents:

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• Introduction

1. The Long Tail
2. The Rise and Fall of the Hit
3. A Short History of the Long Tail
4. The Three Forces of the Long Tail
5. The New Producers
6. The New Markets
7. The New Tastemakers
8. Long Tail Economics
9. The Short Head
10. The Paradise of Choice
11. Niche Culture
12. The Infinite Screen
13. Beyond Entertainment
14. Long Tail Rules
15. The Long Tail of Marketing

• Coda: Tomorrow's Tail
• Epilogue