Brand building along the media long tail

As people use a wider range of media in their everyday lives, marketers likewise have new options to consider for communicating with them.

Brand Building Along the Media Long Tail

Sue Elms

In today's world, modern technology has enabled a wide array of new options for entertainment, information, self-expression and connecting with others. As people gravitate away from their old mass media pursuits toward these newer offerings, they contribute to the creation of a “Media Long Tail,” which presents advertisers with an abundance of novel ways to engage their consumers.

The phrase “the long tail” entered the marketing vernacular when it was used by Chris Anderson, editor-in-chief of Wiredmagazine, as the title of an article in the October 2004 issue of...

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