The Long Tail
Page 28
Sadly, here’s: Source: www.film-festival.org.
The same is true: The statistics here for Barnes & Noble, PRX, and rediff.com all come directly from personal correspondence with their executives.
A 2005 study: This study has not yet been published and was provided in draft form; as a result some of these figures are subject to change in the final version.
Another way to look: The contrast between online and offline markets is striking. The differences between the sales distribution of the markets are shown in table form on the next page.
PERCENTAGE OF TOTAL SALES
Title Rank
Wal-Mart*
Rhapsody
Blockbuster*
Netflix
1–100
65%
47%
68%
38%
101 and up
36%
53%
32%
62%
“For most of human”: Originally published in Forbes ASAP, this passage also appears in Telecosm: How Infinite Bandwidth Will Revolutionize Our World, 2000.
So how to reconcile: Personal correspondence.
9. THE SHORT HEAD
“People cluster”: The Atlantic Monthly, October 2005.
“A store selling”: Discover magazine, September 2005.
“Towns and suburbs”: The Death and Life of Great American Cities, originally published in 1961.
Of the estimated 30,000: Gottlieb was interviewed in the Frontline documentary “The Way the Music Died,” 2004.
In America, 20 percent: Source: Brynjolfsson, Smith, and Hu, 2003.
10. THE PARADISE OF CHOICE
He cited: “When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?” Sheena Iyengar (Columbia) and Mark Lepper (Stanford), 2000.
One of the better-known bits: “The Lure of Choice,” Nicola Brown and Barbara Summers (Leeds University Business School) and Daniel Read (London School of Economics), 2002.
Francis Hamit: Personal communication.
11. NICHE CULTURE
Virginia Postrel: Forbes ASAP, 1998.
12. THE INFINITE SCREEN
TV produces more: “How Much Information?” Hal Varian (UC Berkeley School of Information Management and Systems) and colleagues, 2003.
Jeremy Allaire: Source: Streaming Media, October 2005.
Rob Reid: Personal communication.
SEARCHABLE TERMS
Note: Entries in this index, carried over verbatim from the print edition of this title, are unlikely to correspond to the pagination of any given e-book reader. However, entries in this index, and other terms, may be easily located by using the search feature of your e-book reader.
Abrams Report, The, 193
abundance, 18, 19, 25, 43, 143–46, 151, 223
ad-hoc organization, 159, 160
advertising, 98, 110, 123, 143, 164, 210–11, 224
controlling messages of, 228–29
Google and, 10, 23–24, 50, 88, 89, 139, 210–16, 219, 229–30, 254
television, 30, 165–66, 225, 226
Advertising Age, 228
age, 142–43
aggregators, 57, 88–97, 112, 135, 148, 203, 215, 216, 253, 254
DJs and, 179, 180
hybrid retailers, 89–91, 92
pure digital retailers, 91, 92, 96–97, 218–19
rules for, 217–24
Ain’t It Cool News, 233
alcohol, 250
Alibris, 86, 87, 88
Allaire, Jeremy, 197
allergen-free products, 251
amateurs, 63, 73, 78, 84, 167
in peer production, 73, 79, 219
in Pro-Am collaborations, 60–63, 65
Wikipedia and, 65
Amazon, 8–9, 13, 24, 57, 89, 92–95, 135, 162, 204, 218, 248, 254
books on, 15–16, 23, 48–49, 87, 92–93, 94–95, 138–39, 169
Marketplace program of, 93–94, 173, 202, 218
music on, 90–91, 155
recommendations on, 16, 202
searching for items on, 161
tagging on, 161–62
total inventory and sales of, 23
American Airlines, 109
Anheuser-Busch, 250–251
anime, 251
Apple, 64, 238
GarageBand, 63
iPod, 3, 34, 36, 97, 175, 190, 198
iTunes, see iTunes
architecture of participation, 83–84
Arcuni, Peter, 104, 105, 106
art, 116
astronomy, 58–62
AT&T, 46
attention, 138, 143, 146, 165, 166
Baby Bells, 109
BagelRadio, 105
Ballmer, Steve, 238
Barnes & Noble, 23, 47, 49, 77, 87, 130
Barrio305, 197, 198
Basic Channel, 179–80
Bechtel, Robin, 102–3
beer, 250–251
Benioff, Mark, 207–8, 209
Benjamin, Walter, 28
Berkeley, Calif., 243, 250
Berners-Lee, Tim, 236
Best Buy, 49, 89, 93, 133, 155, 218
Bezos, Jeff, 13, 47, 48, 49, 50, 92
BigChampagne, 33, 103
Birdmonster, 104–6
BitTorrent, 97
Black House, 168
Black Swan Problem, 120
Blockbuster, 26, 109, 134, 153, 160–61, 169
Bloglines, 88, 89, 230
blogs, 55–57, 63, 68, 69, 75, 82, 83, 88, 89, 99, 108, 123–24, 137, 140, 185–86, 188–89, 190, 220, 254
Dell and, 234, 235
Microsoft, 240–241
music, 105, 106, 108, 123
popularity of, 186–88, 235
PR professionals and, 241–242
responding to, 231–232
Technorati filters and, 230
time and, 143 top ten, 113
BMG, 31
BoingBoing, 108
Bollywood, 17
BookQuest, 85
books, 3, 5, 9, 26, 47–49, 71, 75–76, 97, 116
Dewey Decimal System and, 157–59, 160, 161
in libraries, 157–60, 161
print-on-demand, 63, 95–96
sales data for, 121
self-publishing of, 76–78, 82, 167
used, 85–88
bookstores, 47, 162–63
Amazon, 15–16, 23, 48–49, 87, 92–93, 94–95, 138–39, 169
Barnes & Noble, 23, 47, 49, 77, 87, 130
Borders, 47, 169
BookSurge, 95
Borders, 47, 169
Brightcove, 197
broadband, 53, 193, 198, 224
broadcast technologies, 18, 29, 147, 148, 164, 166, 191 see also radio; television
Brynjolfsson, Erik, 135
Burger King, 225
Bush, Vannevar, 236
Business Week, 169
buzz, 164–65
Campbell-Ewald, 225–28
cars, 169
catalog shopping, 42–44, 46–47, 49, 135–36, 147, 164
hybrid retailers and, 89–91, 92
categorization, 156–62, 203
CD Baby, 105, 106
CDs, 9, 17, 22, 90–91, 102, 137, 139, 149, 155–56, 182, 220
burning of, 33, 34, 175
sales of, 175
celebrities, 107–8
cell phones, 36, 198
Chevrolet, 225–29
Chicago Tribune, 187
China, 249
chocolate, 243–44
choice and variety, 53, 126, 130, 135, 143, 148, 150, 151, 165, 167, 168–76, 180–82, 184, 189–90, 200, 218, 254
economics of, 175–76
“either/or” vs. “and,” 222–23
fragmentation and, 181, 189–91
Chronicles of Narnia sketch, 80–81
Cinderblock, 106
cities, 149–51
citizen journalism, 78
Clear Channel, 36
clothing, 250
; coffee, 243, 244
consumers, see customers
Consumers Union, 153
control, 221–24
copyright, 74–75, 167, 180, 196, 217
Corante, 181
Cosgrove, Stuart, 177–78
costs of reaching niches, 53–57
shelves and, 153
creation
map of, 83–84
motives for, 73–74, 78
Creative Commons, 75, 80
cricket, 251–52
Crosbie, Vin, 181
crowdsourcing, 219
Crown Books, 47
CSI, 37, 192, 193, 194, 22
culture globalization of, 251–52
hit-driven, 38–40
local, 27, 191
mass, 28, 148, 181, 182, 183–84, 185, 189, 191, 199
massively parallel, 182–85, 191
microcultures, 183–85
pop, 28, 30
Culture and Society (Williams), 185
customers (consumers), 253
line between producers and, 63–64, 83–84
Long Tail of, 163–64, 229–30
reviews by, 55, 56, 64, 99, 123, 124, 173, 219, 222
CustomFlix, 95
DailyCandy, 108
Daily Kos, 187
Daily Me, 189
Dash, Anil, 182
Dell, 98–99
Jarvis and, 233–35
Dell, Michael, 233, 234–35
demand, 8, 9, 40, 99, 165
cities and, 150
curve of, 52, 53, 57, 142
filters and, 109
local, 17–18, 162–64, 220
in Long Tail, 10
Long Tail’s effect on, 137–38
natural shape of, 9, 53
supply and, 11, 16, 24, 26, 52, 55–56, 94
time and, 142
democratizing of distribution, 55, 57, 81, 84, 88, 107, 179
democratizing of production, 54, 55, 57, 62–65, 73, 82, 84, 107, 178, 179
demographics, 169
Demos, 60, 62
Desktop Factory printer, 247–48
Dewey Decimal System, 157–59, 160, 161
Digg, 241, 242
digital jukeboxes, 7–8
Diller, Barry, 79, 81, 82
Dillworth, Ed, 228
distribution, 143, 180, 193, 198–99
democratized, 55, 57, 81, 84, 88, 107, 179
inefficient, 16, 53, 126, 127–30, 156, 166, 195
multiple channels for, 219–20
diversity, 53, 184
DJs, 177–80
Donaton, Scott, 228
DVDs, 95, 97, 129–30, 133–34, 136–37, 142, 153, 169
extras on, 222
Netflix and, see Netflix
television shows on, 9, 129, 196
DVRs, 38, 80, 193, 195–96
TiVo, 38, 190, 193, 195
eBay, 10, 11, 12, 24, 55, 57, 88, 89, 93, 139, 169, 201–3, 219, 221, 250, 254
Ecast, 7–8
economics, 143–44, 145, 146
80/20 Rule in, 7, 12, 125, 130–35, 136
Long Tail, 125–46
of variety, 175–76
Economist, 6
800 numbers, 46–47
80/20 Rule, 7, 12, 125, 130–35, 136
Eminem, 32
encyclopedias, 65–66, 71, 72, 73
Britannica, 66, 67, 69, 70–71, 72, 73
Encarta, 66
Wikipedia, see Wikipedia
Ernestus, Mark, 179–80
Excite, 211
exposure culture, 74
Facebook, 230
fashion, 250
Faxon, 85
FCC, 36
Ferris, Timothy, 60
Fey, Tina, 80
file trading, 33, 34, 74, 75, 97, 167, 175
films, see movies
filters, 53, 57, 108–24, 134, 135, 136, 138, 141, 148, 179, 189, 190, 223
customer reviews, 55, 56, 64, 99, 123, 124, 173, 219, 222
Bay and, 203
music and, 110–12, 114–15
post-filters, 122–24, 223
pre-filters, 122–24, 223
recommendations, see recommendations
Firefox, 50
Flickr, 108
Florida, Richard, 150
folksonomies, 162
Food Marketing Institute, 45
foods, organic and artisinal, 243–44, 250–51
Fooled by Randomness (Taleb), 120
Forbes, 172
Ford, Henry, 44
Ford Expedition, 228
fragmentation, 181, 189–91
free services, 223–24
Frog Design, 107
GarageBand, 63
Gates, Bill, 238
geographic limitations, 17–18, 162–64, 220
German Ideology, The (Marx), 62
Gilder, George, 145–46
Gladwell, Malcolm, 176
Global Guerrillas, 50
globalization, 169, 244
of culture, 251–52
global warming, 225, 226
GM (General Motors), 225, 227
GOATSE, 182
Goldstein, Patrick, 38
Google, 55, 56, 57, 68, 69–70, 74, 89, 99, 108–9, 116, 117, 123, 137, 153, 173, 174, 182, 203, 227, 238, 254
advertising and, 10, 24, 50, 88, 89, 139, 210–16, 219, 229–30, 254
Alerts, 230
company searches on, 230–31, 234
Dell and, 234, 235
Earth, 244
hyperlinks and, 237
Trends, 230, 235
categorization and, 157, 159, 161
time and, 142–43
Video, 89, 90, 97, 192–93, 198
Gottlieb, David, 156
Graham, Paul, 69–70
Grammy Awards, 38
Gross, Bill, 211
Gundotra, Vic, 239
Hagel, John, 174–75
Half.com, 202
Halo 2, 64
Hamit, Francis, 176
Haque, Umair, 165–66, 220
Hardy, Ron, 178
Hastings, Reed, 10, 109–10
Hawk, Thomas, 194
Hayek, Friedrich, 186
Head offering products at both Tail and, 148
Short, 155–56, 250
see also hits
Hill, Bill 240
Hirshberg, Peter, 140
History of House Sound of Chicago, The (Cosgrove), 177–78
hit albums, 32–33
Hitchens, Christopher, 188
hit-driven culture, 38–40, 120
hit-driven economics, 18
hits, 1–2, 3, 5, 8, 16, 18, 20, 27–40, 52, 72, 109, 120–21, 134–35, 137, 141, 147, 148, 164–67, 182, 252
Long Tail and, 10
micro-, 35
monopoly of, 252
quality and, 116
ratio of niche goods to, 53
in Rhapsody downloads, 19, 20
time and, 142–43
types of, 252–53
Hume, David, 120
Hryb, Larry, 240
hyperlinks, 235–37, 242
IAC/InterActiveCorp, 79
ideas, 145
individualism, 189–90
information, 53, 89, 107, 137–38, 190, 191, 221–22, 244
information theory, 115, 117
Instapundit, 187
InStyle, 107–8
intellectual property, 75
Interloc, 85–86
Internet, 2–6, 29, 41, 166
distribution democratized by, 55
growth of e-commerce on, 47–49, 147
hybrid retailers and, 89–91, 92