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The Long Tail - Wired Blogs
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"The Long Tail
A public diary on themes around my books
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Bring tha noize! »
June 10, 2005
What the Long Tail isn't
After witnessing much misuse of the Long Tail phrase, this silly post
has finally pushed me over the edge. It's time to draw the line.
Long Tails are found everywhere, but not, you know, actually everywhere .
There are many distortions of the term, but the most common one is to
use it as a newly-positive synonym for "fringe". Invoking the Long Tail
is not a magic wand to explain away the apparent lack of demand for
what you've got. The Long Tail is not a get-out-of-jail-free card for poor-selling product. Or weak sectors. Or
bad ideas.
The fact that something isn't popular doesn't mean that
it's just a matter of time before it will benefit from all sorts of powerful demand-creation
Long Tail effects. More likely, it's just not good enough to be commercially interesting, and probably never will be.
Most of the "niche" products in the tail are simply crap .
That's okay, because some significant fraction of them aren't and with
a functioning way to separate the good from the bad, they can be found by
those who will appreciate them. But note the essential element: a functioning way to drive demand.
As I've mentioned in the original article , for Long Tail effects to work, you need both a head of relatively few hits and a tail of many niches, so that recommendations and other filters can lead consumers from one to the other.
A
tail without a head is too noisy and apparently random to get consumer
traction; people need to start with the familiar and then move, via
trusted recommendations, to the unfamiliar. Likewise a head without a
tail is too limited in choice; the odds of finding a niche you wa"
....
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