The Long Tail and Its Implications for Media Audience Measurement

As argued by Chris Anderson in The Long Tail, global scale markets, falling costs of storage, and falling costs of distribution have resulted in digitally based businesses today being able to sell niche items and niche content profitably—this is reflected in media usage as well as in retail examples.

The Long Tail and Its Implications for Media Audience Measurement

Scott McDonald Condé Nast Publications


Chris Anderson coined the term “The Long Tail” to describe a family of business models emerging as a result of the revolutionary changes caused by digital technologies. The internet provides only one salient example: because of the internet, many businesses are no longer confined to selling to just their local markets, but instead can serve customers across much larger territories. The resulting expansion of markets improves the likelihood of selling low-occurrence niche items that would have trouble finding...

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