The Longer Long Tail ^{2nd Ed.}

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.

• 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

OK, I decided to make a go of reading the updated book in the original language, as I may have missed something due to the translation I reviewed earlier…

But it is unfortunately still trash!

No, the Internet doesn't change EVERYTHING! Ask BP, IBM, Exxon, GM, BNP, Sony, Fujitsu, Toyota etc. The Internet is another channel, and is not more challenging than the transitions between Newspapers to Radio to Moving Pictures to Telephone to TV and now to the Internet! This is book is trying to be a self-fulfilling prophesy, by marketing it to people with limited business education and/or experience. Yes, it is a distribution channel as well as an advertising channel and there are new rules you must understand to be successful in this channel and utilise it to the fullest, but this book is not going to help you!

Burn baby, burn…