1. The Long Tail concept By: Sarah AKIL Radwan Nachabé

5. One Long Tail Multiple Long Tails 1 2 3 4 5 6 7 8 9 10 Showing only some tails. Adding a tail will build both awareness and availability – and expands the market Bruce Batchelor [email_address] Trafford paperback variant distribution LSI - Ingram USA paperback LSI - Ingram UK paperback BoD Germany paperback BookSurge paperback eBook (as PDF) eBook (as download) LSI US & UK hardcover BoD hardcover Audio book (download only)

8. 1 2 3 4 5 6 … Conventional 80 : 20 Rule Number of copies sold Ranking Conventionally, retailers concentrated on the 20% of titles that bring 80% of the business, and avoid the other titles. A boutique bookstore carries 10,000 titles; a superstore stocks 130,000 max Bruce Batchelor [email_address]

9. Number of copies sold 130,000 th Best Selling Title 1 2 3 4 5 6 7 8 9 … The “Long Tail” Ranking Amazon.com discovered that 25% of its book sales come from titles in its ‘long tail’, i.e. beyond the 130,000th bestselling title – these are titles which bricks & mortar stores can’t economically keep in stock See “The Long Tail” article by Chris Anderson, Wired Magazine, October 2004; his book with the same title was published July 2006 by Hyperion Bruce Batchelor [email_address]