Wednesday, August 30, 2006

Three Ways to Ride the Long Tail By Steve Rubel

Published: August 29, 2006

NYC - One of this summer's hottest beach reads is "The Long Tail" by Chris Anderson. By now you probably already know the book's thesis: The future of creating demand lies not at the head of the curve (e.g., the most popular hits created by Big Media) but rather down the "Long Tail" of niches.

Through rich anecdotes and examples, Anderson does a wonderful job documenting the Long Tail's impact on media and marketing. He makes plain how the blogosphere and online communities are creating an environment where a thousand points of light can outshine the largest of media. However, where the book falls short is in giving marketers a playbook. Here are three ways marketers can thrive in a Long Tail world.


Steve Rubel is a marketing strategist and blogger. He is senior VP in Edelman's Me2Revolution practice.


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