hyperlinks on, 235–37, 242
Into Thin Air (Krakauer), 15–16
inventory, 132, 218–19
iPod, 3, 34, 36, 97, 175, 190, 198
Irag war, 225, 226
iTunes, 3, 8, 9, 16, 24, 55, 57, 80, 88, 89, 90, 91, 97, 105, 106, 108, 149, 169, 175, 192, 195, 207, 215, 218, 220, 254
classical music on, 182
filtering and, 111–12
pricing of, 139, 221
Iyengar, Sheena, 172
Jacobs, Jane, 151
jam, 170–72, 173
Japan, 251
Jarvis, Jeff, 80–81, 123, 233–35
Jefferson, Thomas, 145
JibJab, 197
Jive Records, 31
Johnson, Abigail, 242–43
Johnson, Steven, 150
Jones, Albert, 60
Jones, Norah, 32
JotSpot, 209
jukeboxes, digital, 7–8
Kamiokande II observatory, 58–59
Kelly, Kevin, 68–69
Kennedy, John F., 45
King Kullen, 44–45
KitchenAid, 203–5
“Knowing What You Like versus
Discovering What You Want: The Influence of Choice Making Goals on Decision Satisfaction” (Iyengar et al.), 172
Knuckles, Frankie, 177
Koolhaas, Rem, 160
Kowalski, Richard, 61
Krakauer, Jon, 15–16
Kraus, Joe, 209–10, 211
Lagaan: Once Upon a Time in India, 17
Lankford, John, 62
LA Times, 38
Latin culture, 251, 252
LAUNCHcast, 100–102
LEGO, 205–7, 247
Letters to a Young Contrarian, 188
Levan, Larry, 178
libraries, 157–60, 161
links, 235–37, 242
Linux, 50, 238
liquidity, 87, 88
listening, 230, 231, 234
local culture, 27, 191
locality, 17–18, 162–64, 220
Lonely Island, 79–81
Long Tail, 10–11, 13, 22–26
aggregators and, see aggregators
of customers, 163–64, 229–30
of marketing, 225–45
economics of, 125–46
filters and, see filters
history of, 41–51
microstructure in, 139–41
misunderstandings and questions about, 252–54
money making and, 253, 254 see also niches
Long Tail businesses, rules for, 217–24
lowest common denominator, 118, 147, 165
Lulu, 76–77, 82
machinima, 64
McGauley, Pat, 250
McKee, Bonnie, 99–103, 104
McNally, Michael, 207
McNaught, Robert, 60
magazines, 37, 97, 181
mail order, 42–44
hybrid retailers and, 89–91, 92
Malthus, Thomas, 145
Mancuso, David, 178
manga, 251
Manley, Marty, 86
marketing, 225–45
Married…with Children, 196
Mars, 61–62
Marx, Karl, 62, 125, 145
mashups, 33, 80
mass culture, 28, 148, 181, 182, 183–84, 185, 189, 191, 199
massively parallel culture, 182–85, 191
Mead, Carver, 144
Metallica, 74
Michaels, Lorne, 80
microchunking, 220
microcultures, 183–85
micro-hits, 35
Microsoft, 50, 70, 193, 208, 215, 237–41, 242
Channel 9, 237, 239–40
Minor Planet Mailing List, 61
Mintel International, 169
MIT, 135
Moore’s law, 144
motives to create, 73–74, 78
movies, 3, 5, 6, 26, 28, 38–39, 97, 110, 199–200
attention and, 165
blockbuster, 1, 2, 79, 82, 110, 127
Bollywood, 17
box office revenues for, 127–29
distribution bottlenecks and, 127–30
documentaries, 182
DVD extras and, 222
indie and homemade, 57, 63, 64, 193
machinima, 64
marketing of, 232–33
Netflix and, see Netflix
on-demand businesses and, 95
pricing of, 199, 200
rights and, 74–75, 196, 217
in theaters, 17, 37, 151, 163, 176
word of mouth on, 232–33
see also DVDs; video
MP3.com, 148–49
MP3s, 34, 211
blogs for, 105, 106, 123
iTunes and, see iTunes
MTV, 98, 102, 104
Murdoch, Rupert, 37
music, 1–6, 9–10, 30, 31–37, 82, 90–91, 97, 98, 99–106, 116, 136–37, 182, 248
Amazon and, 90–91, 155
blogs, 105, 106, 108, 123
on CDs, see CDs
classical, 182
democratization of production of, 54, 63, 178, 179
digital jukeboxes and, 7–8
DJs and, 177–80
file trading and, 33, 34, 74, 75, 97, 167, 175
filters and, 110–12, 114–15
hit albums, 32–33
house, 177–80
indie record labels and, 178–80
iTunes and, see iTunes
mashups, 33
niche micromarkets in, 139–40
pricing of, 139
punk rock, 82–83
record stores, 154–56
Rhapsody and, see Rhapsody
rights to, 74–75, 167, 180, 196, 217
rock radio, 35–36, 98
Wal-Mart and, 19–20, 22, 25, 26, 155–56, 169, 182
as “want” market, 139
musical artists
Birdmonster, 104–6
Bonnie McKee, 99–103, 104
My Chemical Romance, 103–4, 106
*NSYNC, 31, 32
MusicBox, 178
Music for Robots, 105
My Chemical Romance, 103–4, 106
MySpace, 54, 89, 103, 104, 105, 106, 149, 219, 230, 254
Napster, 33, 175
NASA, 61–62
Nasdaq, 31
National Bureau of Economic Research, 169
Nature, 69
navigation layer, 109
NBA playoffs, 38
NBC, 80, 81
“need” vs. “want” markets, 138–39
Negroponte, Nicholas, 189
Nelson, Ted, 236
Netflix, 8, 9, 10, 13, 16, 24, 56, 57, 88, 89, 97, 109–10, 123, 130, 134, 169, 175, 190, 200, 218, 219
documentaries on, 182
inventory and sales of, 23, 132, 136
network effects, 126, 141, 164
neutrinos, 58–60
New Atlantic, 189
news, 142, 143, 185–89
citizen journalism and, 78
news aggregators, 241
newspapers, 185–88, 220
declining readership of, 37
New York Times, 15, 112, 174, 182, 185–86, 188, 249
nichebusters, 115
niche culture, 177–91, 199
niches, 3, 5–6, 8, 10, 16, 24, 26, 38, 46–47, 52, 72, 109, 134–35, 148, 166, 182, 219–21, 243–44, 249–52, 254
cities and, 150, 151
collective impact of, 53
costs of reaching, 53–57
micromarkets, 139–40
organic and artisanal foods, 243–44, 250–51
quality and, 116, 118–19
rankings within, 114
ratio of hits to, 53
time and, 142–43 98
Percent Rule, 8, 9
Nintendo, 97
noise, 115–18, 119–20, 122
non-allergenic products, 251
*NSYNC, 31, 32
Ochs, Adolph, 188
OhmyNews, 78
/> Oh Yeon Ho, 78
Olympics, 38
OMD, 168
ontology, 157, 161
Oracle, 208
O’Reilly, Tim, 83
organization and categorization, 156–62, 203
Oscars, 38
Otalvaro, Noah, 197
OutKast, 32
overhead, 153
Overture, 211
Pandora, 34
Paradise Garage, 178
Paradox of Choice, The (Schwartz), 170–71
Pareto, Vilfredo, 125, 126, 127, 130, 131, 214
peer production, 73, 79, 219
peers, trust in, 98–99
peer-to-peer (P2P) file trading networks, 33, 34, 74, 75, 97, 167, 175
Peper, Ed, 227
personal computers
production democratized by, 54, 55
SETI@home’s use of, 61
Pink, Daniel, 66
piracy, 33, 34, 75, 223
Pitchfork Media, 108
playlist sharing, 34, 123
population spikes, 150
Posner, Richard, 185–86
Postrel, Virginia, 174, 184
powerlaw distributions, 121, 126–27, 132, 139, 147, 252
pricing, 138–39, 221, 222
Pro-Am collaborations, 60–63, 65
Wikipedia, see Wikipedia
probabilistic systems, 68–69, 70, 71
producerism, 64
producers, 57, 58–84, 253, 254
line between consumers and, 63–64, 83–84
production, democratizing the tools of, 54, 55, 57, 62–65, 73, 82, 84, 107, 178, 179
PR professionals, 241–43
PRX, 130
Pryor, Len, 238–39, 240
PureVolume, 103
quality, 71, 115–19, 126, 167, 191
radio, 1, 2, 4, 17–18, 29, 30, 100, 101, 102–3, 104, 130, 164, 179, 195, 220
attention and, 165
Clear Channel and, 36
FCC and, 36
Internet, 34, 100–101, 105
playlists on, 112 rock, 35–36, 98
Telecommunications Act and, 36
RealNetworks, 19
recommendations, 16, 53, 55–57, 107–8, 110, 111, 115, 119, 122–24, 134, 135, 153, 173, 174, 190, 217–18, 222
eBay and, 202–3
Reddit, 241
Reid, Rob, 109, 199–200
rent, 153
Reprise, 99–100, 101, 102, 103, 104
Republic.com (Sunstein), 189
reputation, 74, 141
reviews, customer, 55, 56, 64, 99, 123, 124, 173, 219, 222
Reynolds, Glenn, 187
Rhapsody, 9, 13, 16, 19–22, 24, 57, 72, 88, 91, 97, 106, 109, 175
genres and filtering in, 35, 110–11, 114, 140
graphs of downloads from, 19, 21
inventory and sales of, 23, 132, 136
popularity of titles on, 25
pricing of, 221
top ten artists on, 114
Rice to Riches, 168
Riggio, Steve, 77–78
ringtones, 130
Rise of the Creative Class, The (Florida), 150
Robb, John, 50–51
Robertson, Michael, 148
Rocketboom, 193
Roebuck, Alvah C., 42
Rosen, Christine, 189–90
Rossetto, Louis, 243
Rotten Tomatoes, 233
RSS feeds, 230, 231
Salesforce.com, 207–10
Samberg, Andy, 79
samples, 135, 223–24
SAP, 208
Saturday Night Live, 80–81
scarcity, 223
of information, 53
mindset of, 167, 198–99, 222
of products, 8, 9, 18, 23, 40, 116, 122, 143–44, 145, 156, 165
Schaffer, Akiva, 79
Schaffer, Micah, 79
Schmidt, Eric, 213–15
Schonfeld, Erick, 115
Schwartz, Barry, 170–71
Scoble, Robert, 240, 241
searches, 108, 119, 122, 154, 159, 160, 161, 172, 174, 211–12, 215–16, 236
costs of, 56, 135, 136
on Google, 55, 56, 230–31, 234; see also Googlevertical, 215, 254
Searls, Doc, 64
Sears, Richard, 42
Sears, Roebuck and Co., 42–44, 164, 218
Seeing in the Dark (Ferris), 60
selling, 225–45
Seigenthaler, John, Sr., 67
Seinfeld, Jerry, 188
SETI@home, 61
Shelton, Ian, 59–60
shelves, 93–94, 96, 116–17, 122, 151–64
categorization on, 156–62
costs of selling products on, 153
locality and, 17–18, 162–64, 20
space on, 49, 53, 123, 126, 134, 136, 143, 144, 195
wastefulness of, 152–53
Shirky, Clay, 158–59
Shopping.com, 202
signal-to-noise ratio, 115–18, 119–20, 122
Simpson, Joe, 15–16
Sims, 64
Sirius Radio, 36
SixApart, 182
Sky & Telescope, 62
Skype, 219, 223
Smith, Adam, 68, 144
SNOCAP, 90
soccer, 251, 252
social networks, 230
software, 50, 62, 208–9
Salesforce.com and, 207–10
SoundScan, 136
South Korea, 78
spaghetti sauce, 176, 220
Spears, Britney, 32, 211
Spiradellis, Gregg, 197
Spore, 248
sports, 198, 251–52
Sports Illustrated, 187
Starbucks, 168, 243, 244
Stern, Howard, 36
Stewart, Jon, 192, 193
Sturgeon’s Law, 116
Subservient Chicken, 225, 227
Sun, 242
Sundance Film Festival, 217
Sunstein, Cass, 189
supermarkets, 44–46, 151, 153–54, 160, 173
Supernova 1987A, 59–60
supply, 123
abundance and, 18, 19, 25, 43, 143–46, 151, 223
demand and, 11, 16, 24, 26, 52, 55–56, 94
scarcity and, see scarcity Surowiecki, James, 68
SUVs, 225–29
Taccone, Jorma, 79
Tahoe Apprentice campaign, 225–29
Taleb, Nassim, 120
Target, 93, 203–4, 218
tastemakers, 106–8
taxonomies, 156–62
TCHO, 243–44
Technorati, 113, 140, 186–87
Technorati filters, 230
Telecommunications Act, 36
telenovelas, 251
television, 1, 2, 3, 4, 18, 26, 29–30, 81, 82, 97, 137, 164, 166, 181, 191, 194–96, 224
advertising on, 30, 165–66, 225, 226
attention and, 138, 146, 165
DVDs, 9, 129, 196
falling ratings in, 37–38
golden age of, 29–30
produced vs. available content on, 195–96
programming conventions of, 198–99
Web-only, 196–97, 198
textbooks, used, 86, 87
Thrams, Michael, 227 3D
printers, 247–48
Tiki Bar TV, 193
time, 142–43
TiVo, 38, 190, 193, 195, 225, 226
toll-free 800 numbers, 46–47
top ten lists, 112–15
Touching the Void (Simpson), 15–16
Toys “R” Us, 93, 205
travel, 250
tribes of interest, 184
Triplets of Belleville, The, 17
TV Guide, 109
The Long Tail Page 29