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Catching the Long Tail

Posted on April 22, 2010
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The Long Tail by Wired editor Chris Anderson was a smash hit book back in 2007. It argued that instead of the monolithic and centrally controlled products of the past – think Hollywood blockbusters – the future belonged to millions of tiny niches. The old central control of big industrial corporations would be unseated by a “web 2.0” of consumer created content. The theory was that consumer choice had been artificially stifled by the restrictions of technology that limited both the number of creators and the distribution channels available. And what happened? Well blogging came and went out of mainstream media consciousness and then major blockbusters like James Cameron’s “Avatar” broke all box office records. So the long tail has proven frustratingly elusive to catch, has it not?