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The Long Tail Method<br />By Jade-Lee Harris<br />
Chris Anderson<br />Currently the editor-in-chief of Californian Magazine “Wired”, which he took over in mid-2001. <br />
He wrote The Long Tail theory which first appeared in Wired Magazine in October 2004. It later became a book which was pub...
The Long Tail Theory is Like the Structure of a Dinosaur<br />Long Tail highlights how our culture and economy is consiste...
The Theory’s Prediction:<br />The demand for products unavailable in normal stores are potentially bigger than the demand ...
For Example:<br />Videos unavailable on broadcast TV on any given day.<br />OR <br />Songs not played on the radio.<br />
Thus: Niche Rivalling the Hits<br />Small Markets in Goods That DON’T Sell Well Enough for Traditional Retail and Broadcas...
TERM= Standard demand curve that can apply to any industry from entertainment to hard goods (applies to the orange bit).<b...
Traditional retail economics claim that stores only stock the “likely” hits because shelf-space is expensive.<br />
Online retailers like Amazon and iTunes can stock literally everything. Resulting in the number of available niche product...
Those millions of niches are the LONG TAIL – largely neglected until recently.<br />
When consumers are offered infinite choice their feedback highlights the true shape of demand.<br />
The Long Tail theory has proven that results have turned out to favour the so-called “smaller market”.<br />
WHY? Because people are attracted to niches - they satisfy the hunger for narrow interests better. And either way EVERYONE...
Bibliography:<br />http://longtail.typepad.com/about.html<br />http://www.4psmarketing.com/tag/long-tail.html<br />Google ...
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The long tail presentation

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A short, basic slideshow explaining the LongTail Theory for those who are interested and have little or no knowledge on it

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Transcript of "The long tail presentation"

  1. 1. The Long Tail Method<br />By Jade-Lee Harris<br />
  2. 2. Chris Anderson<br />Currently the editor-in-chief of Californian Magazine “Wired”, which he took over in mid-2001. <br />
  3. 3. He wrote The Long Tail theory which first appeared in Wired Magazine in October 2004. It later became a book which was published in early July 2006.<br />
  4. 4. The Long Tail Theory is Like the Structure of a Dinosaur<br />Long Tail highlights how our culture and economy is consistently increasing by moving away from a focus on a moderately small number of mainstream products and markets at the HEAD of the demand sector, and towards a popular number of niches in the TAIL.<br />
  5. 5. The Theory’s Prediction:<br />The demand for products unavailable in normal stores are potentially bigger than the demand of products traditionally found in normal stores.<br />
  6. 6. For Example:<br />Videos unavailable on broadcast TV on any given day.<br />OR <br />Songs not played on the radio.<br />
  7. 7. Thus: Niche Rivalling the Hits<br />Small Markets in Goods That DON’T Sell Well Enough for Traditional Retail and Broadcast Distribution. (Niche)<br />VS<br />Existing Large Markets in Goods That DO Sell Well Enough for Traditional Retail and Broadcast Distribution. (Hits)<br />
  8. 8. TERM= Standard demand curve that can apply to any industry from entertainment to hard goods (applies to the orange bit).<br />VERTICAL AXIS = Sales<br />HORIZONTAL AXIS = Products<br />RED HEAD= Hits that have dominated our markets and culture for most of the 20th Century.<br />ORANGETAIL= The non-hits or niches which is where the new growth is coming from now and in the future.<br />
  9. 9. Traditional retail economics claim that stores only stock the “likely” hits because shelf-space is expensive.<br />
  10. 10. Online retailers like Amazon and iTunes can stock literally everything. Resulting in the number of available niche products to out-number the Hits by several orders of magnitude.<br />
  11. 11. Those millions of niches are the LONG TAIL – largely neglected until recently.<br />
  12. 12. When consumers are offered infinite choice their feedback highlights the true shape of demand.<br />
  13. 13. The Long Tail theory has proven that results have turned out to favour the so-called “smaller market”.<br />
  14. 14. WHY? Because people are attracted to niches - they satisfy the hunger for narrow interests better. And either way EVERYONE has a narrow interest.<br />
  15. 15. Bibliography:<br />http://longtail.typepad.com/about.html<br />http://www.4psmarketing.com/tag/long-tail.html<br />Google Images <br />
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