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The Long Tail: Why the Future of Business is Selling Less of More

chris anderson

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We think Chris Anderson is onto something big with 'The Long Tail', a groundbreaking look at a well-known feature of statistical distribution and its potential to revolutionize business. 'Wired' magazine editor Anderson expands his influential 2004 article into a comprehensive exploration of this phenomenon -- which, simply stated, holds that products with low demand or sales volume can collectively comprise a market that exceeds the bestsellers. Catering to the tastes and expectations of consumers increasingly disenchanted with the same old thing, these new "niches" provide limitless opportunity for savvy companies. Fresh, insightful, and surprisingly accessible, 'The Long Tail' explains how to tap into the new economics of abundance.

226 pages, Hardcover

First published July 11,2006
Literary awards
audie award, financial times business book of the year, 

This edition

Format
226 pages, Hardcover
Published
July 11, 2006 by Hyperion
ISBN
9781401302375
ASIN
1401302378
Language
English

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About the author

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chris anderson

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Chris Anderson was named in April 2007 to the "Time 100," the newsmagazine's list of the 100 men and women whose power, talent or moral example is transforming the world. He is Editor-in-Chief of Wired magazine, a position he took in 2001, and he has led the magazine to six National Magazine Award nominations, winning the prestigious top prize for General Excellence in 2005 and 2007. He is the author of the New York Times best-seller The Long Tail, which is based on an influential 2004 article published in Wired, and runs a blog on the subject at www.thelongtail.com. Previously, he was at The Economist, where he served as US Business Editor, Asia Business Editor; and Technology Editor. He started The Economist's Internet coverage in 1994 and directed its initial web strategy. Anderson's media career began at the two premier science journals, Nature and Science, where he served in several editorial capacities. Prior to that he was a physics researcher at the Los Alamos National Lab."

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Community Reviews

Rating(3.9 / 5.0, 100 votes)
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100 reviews All reviews
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xana_lee
★ ★ ★ ★ ★
April 25,2025
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16 років тому автор написав про те, як інтернет, здешевлення засобів виробництва і дистрибуції вплинули на людей і бізнес.

В книжці Андерсон пояснює, чому непопулярні (нішові) продукти сумарно приносять роздрібним онлайн-магазинам (і не тільки) прибуток, який часом перебільшує сумарний прибуток від продажу популярних товарів.

Чому «довгий хвіст»? Бо автор якось зобразив криву попиту товарів інтернет-магазину музики Rhapsody і виявилося, що вона має дуже довгий «хвіст». В цьому хвості плентаються сотні тисяч (!) музичних записів, які продаються дуже рідко (часом раз у квартал), але при тому сумарно можуть складати 25-50% прибутку магазинів з таким величезним асортиментом.

Ще Андерсон пояснює у чому проблема досліджень, результати яких показують, що великий вибір вводить людей в ступор і тому великий вибір це начебто погано, і які помилки люди роблять, оперуючи правилом «20/80», і чому майбутнє за появою ще більшої кількості вузьких ніш, і багато всього іншого такого ж цікавого і корисного.

Досі пізнавально, хоча, безперечно, автор не міг у всьому виявитися правим.
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botolo86
★ ★ ★ ★ ★
April 25,2025
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How remarkable that this came out in 2006. It predicts the digital economy of today pretty well - laying the groundwork for Spotify, Etsy, Substack, and the rise of the influencer. He even gets within a hair's breadth of Ben Thompson's 'Aggregation theory', nine years before BT did.

Of course it shows its age too. Facebook is nowhere to be found, and Myspace still commands the author's attention. But his fundamentals remain solid (time for a revised and updated edition?)

Filing it under, "wish I had read this when it was released".
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Cat_of_Anodyne
★ ★ ★ ★ ★
April 25,2025
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Buku bagus untuk memahami bagaimana perusahaan besar saat ini memenangkan kompetisi. Long tail adalah istilah untuk situasi produk yang tidak populer, namun masih laku karena spesifik terhadap minat pembeli. Buku ini menceritakan banyak perusahaan dan teknologi yang padam karena tidak mampu bertransformasi ke bisnis yang menyesuaikan kondisi internet saat ini. 3 Pendukung Long Tail adalah:
Teknologi Produksi, Peran Agregator, Dan Filter. Teknologi produksi artinya semua orang bisa membangun produknya sendiri, apakah itu buku, musik dan video. Agregator adalah perusahaan atau media yang menjembatani konsumen dengan produk itu sendiri. Filter adalah fitur yang disediakan agregator agar produk-produk tidak populer terjangkau oleh konsumen yang lebih spesifik.

Saya kasih bintang 4 karena bukunya masih membuat bingung diawal-awal. Banyak data-data yang sebenarnya tidak penting.
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Noneoftheabove
★ ★ ★ ★ ★
April 25,2025
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I found this book almost unbearably dull and struggled to get through it. The central concept is interesting enough, but the book runs over the same idea from what feels like a million different angles, exploring the minutiae of each in agonizing detail.

The original article was probably worth a read, but stretching it into a whole book? Nah. No thanks.

If you work in the world of online retail or business, perhaps you'll get more out of this book than I did. (I'm probably in the wrong niche. How ironic.)
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SheepGoesMoo01
★ ★ ★ ★ ★
April 25,2025
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The book, and its main idea of the Long Tail, has seriously affected the way I see many industries. When the digital book world started really taking off, after Amazon jumped in, I found myself referring to it in discussions of the future of the publishing industry. The internet has allowed businesses to reach consumers (and for consumers to reach businesses) who fall out of the majority--who "live" in the long tail. An important book in helping understand the effect the internet has had on retail particularly.
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RagingAsianGuy
★ ★ ★ ★ ★
April 25,2025
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Capitalism. Capitalism everywhere. This could have easily been left to a 15 min Ted talk and you'd have got all the main points of it.
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PKMN_Trainer_Ash
★ ★ ★ ★ ★
April 25,2025
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Don't bother. If you have been alive sometime past the year 2010, much of what is included in here is passive background noise to your daily life. The democratization of creation on the internet has already proven to be a great thing and also a bullshit lie created by roughly 5 tech companies to skim off the top of all human creation. This is a book for people who want to own the entire graph and not for the ones who live on the long tail. Servers and digital distribution cost upfront money to set up and maintain, but so much of this book is predicated on pretending they don’t.

Hindsight is of benefit here when we see that the algorithmic recommendations Anderson praises have skullfucked the American consciousness so thoroughly and created alternative information systems that encourage violence, fascism, and quack medicine. If those examples are too partisan for you, Google got in hot water for YouTube's algorithm serving child abuse content and Instagram has entire subcommunities dedicated to gore videos that go completely unchecked (because no person truly knows why the algorithm recommends what it does). The companies will not self-correct because they have no incentive to when all engagement is considered equal, if there is one thing this book failed to predict it's the way that the attention economy would monopolize so much of modern existence.

Do I expect a book from 2006 to guess the current situation of 2025? Fuck no, but when the ethos of the book is "Just own Amazon and be the one skimming off the top," I cannot help but be skeptical of its goals. The long tail concept is applied so broadly that it begins to lose all meaning when everything from iTunes, the concept of cities, and Al Qaeda are all described as long tail phenomena. This is the type of horseshit that will quote Karl Marx in order to justify Jeff Bezos's business practices. The irony that I'm writing this on a website he owns is not lost on me.
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LanieStyle
★ ★ ★ ★ ★
April 25,2025
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Книга для предпринимателей - для понятия нишевых продуктов и бестселеров и что из них прибыльней. Я так поняла, автору не мало лет, так как он сравнивает 80-е с нашим годами, и это поднимет не раз ваши брови вверх в недопониманиии..

Но вдруг кто то собирается выпускать продукт какой то и хочет добится успеха - я думаю книга поможет структурировать информацию у себя в голове
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