Monday, September 11, 2006

Long Tail - a reading challenge

Chris Anderson has presented us with a list of papers that are a must read.
They deal with the issue of the 'long tail'.

This is important to PR practice for a range of reasons.

There are the traditional reasons. The long tail is how organisations can generate revenues that are denyied to them when they have to limit their offering because of contraints like warehouse or showroom space (but can offer/display such products online at marginal cost and thereby offer a wider range). Another argument is that the long tail allows small organisations to compete in markets where mass marketing and product bundling is common.

Also the long tail is importnat in areas like the knowledge that an organisation might make available to, for example, journalists and, on the darker side, the long tail is where people will find criticism that could be half a dozen years old.