Long Tail

Written by Angela Lechtenberg, guest blogger of the stars.

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There’s a new marketing trend that has caught my eye, and I think it says a lot about how our society has changed in recent decades. This new economic model is changing the way people view profit margins and consumerism in general in our information superhighway world and changing the way some industries are selling goods and services in a revolutionary way. The “The Long Tail” is creating a new outlook on mass merchandising. Chris Anderson, editor-in-chief of Wired magazine and author of the recently published book, The Long Tail sums it up pretty well in the book’s subtitle, why the future of business is selling less of more. Anderson explains in the book a new way of looking at products and how to sell them, especially if you’re in the online retail sector of our economy. Whereas most of the brick and mortar business world concentrates on one or a few products that they believe will please the masses, The Long Tail shows that lots of niche markets bundled together can create at least as big a profit, if not bigger; and that the online consumer is looking for vastly different things than the consumer shopping at the local mall or discount store. This new model is taking off rapidly in the entertainment business, but Anderson is quick to point out on his blog www.thelongtail.com that for every Amazon.com there is an eBay, or a company outside music, books and movies that is using this model. Anderson sites Amazon.com and eBay as examples of companies that sell lots of niche merchandise instead of concentrating only on the mass produced “best sellers” to increase profits.

The internet is changing society and the business world in so many ways it’s hard to keep up. This one particular example is interesting because it’s changing how we view supply and demand. If we thought business was full of possibility before the possibilities now seem infinite.

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