The Long Tail and Its Implications for Media Audience Measurement
Scott McDonald Condé Nast Publications
LONG TAIL THEORY AND THE MEDIA
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...