Tech & Biz

More Challenges to the "Long Tail" Theory

by Jordan Yerman | December 24, 2008 at 12:14 pm

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Long Tail notwithstanding, blockbusters still rule. Several new studies challenge Chris Anderson's Long Tail theory.

So, according to these challenges, either the tail does not exist, or it is much longer and thinner than previously imagined: more rat tail than raccoon tail.

t's theorized that widely used collaborative filtering software is magnifying the winners' share of the various pies, and peer influence is a large contributor to consumer behavior.

The internet is changing not only how we shop, but what we buy.

And yet the big sellers have never been bigger. Take the latest Harry Potter book, which on launch in 2007 sold 11 million copies in its first day, exceeding the record for the fastest-selling book - set consecutively by the previous three Potter tomes. So what's the real deal?

Ah, yes- the Long Tail. We've all quoted it and nodded sagely during cocktail parties*, thus pre-empting follow-up questions, but let's now look at what the Long Tail is:

The idea that the internet is transforming our buying habits was first popularised in an article written by Chris Anderson, editor-in-chief of the technology magazine Wired, in October 2004. The article, titled "The long tail", became a blog, a best-selling book and a marketing mantra.

The idea behind the oft-mentioned long tail is that the demand curve is no longer as steep as it once was, but now tapers more smoothly, since more stuff is available to more people for longer.

(Yes, you do. Don't lie)