Wireds Chris Anderson: Less Is More
The "long tail" in retail made possible by the Internet is gaining attention. Author Chris Anderson talks about some the theory's less-obvious implications. (CIOInsight.com)In early 2004, Chris Anderson, editor of Wired magazine, was asked to estimate how many of the 10,000 albums accessible via a Web-connected digital jukebox had at least one track played at least once per quarter. Sensing that traditional sales metrics, which would indicate an answer of about 20 percent, didnt apply to this Internet-enabled example, he ventured an extreme-sounding guess of 50 percent. "I was, needless to say, way, way off," he writes in his influential book, "The Long Tail: Why the Future of Business Is Selling Less of More" (Hyperion, 2006). "The answer was 98 percent."
That episode inspired Anderson to research the new rules of distribution and customer choice in the Internet age.
Anderson: Its about life beyond the blockbuster, what happens to our culture and our economy as we shift from mass markets to niche markets. Its the recognition that one-size-fits-all is no longer a necessary model. It never suited any of us well, and now we have the option to treat individuals as individuals, so that one size fits one, or one size fits me. Increasingly, this is not only possible but is demanded by customers. Read the full story on CIOInsight.com: Chris Anderson: Less Is More Check out eWEEK.coms for the latest news, views and analysis on technologys impact on retail.