1. The Long Tail Our presentation is by: Lucy Mcdade, Sarah Rehman and Farida Begum. Today we will be looking at ‘The Long Tail’ and it’s relationship with Web 2.0. We aim to explain the concept of ‘The Long Tail’ and it’s development within the Media.

2. What is ‘The Long Tail’? The Long Tail concept was introduced by Chris Anderson in his 2004 magazine article featured in ‘Wired’. It is a business strategy that enables them to reach significant profits by selling smaller quantities of hard to find items. This idea enables the business to target niche audiences around the world which would not be possible in local outlets.

3. The above graph shows the examples of the differences between physical shops compared to online retailers.

4. How the Long Tail can benefit more sellers

5. Link to users who bought this Helps develop long tail concept as a suggestions on websites such as Amazon when browsing through products. Niche audiences are targeted better than via stores this way Also niche markets are sometimes forgotten about so linking popular products to niche areas a variety of audiences are met.

6. Effects on the media ‘Touching the void’ was short time success written by mountain climber Joe Simpson. Another book was published a decade later by Jon Krakauer ‘Into Thin Air’ which was a huge hit about a mountain climbing tragedy Through Amazon recommendations sales were increased so dramatically that it spent 14 weeks on the ‘New York Times’ bestseller

7. Development of web 2.0 Web 1.0 was the original internet pages before web 2.0 was introduced. Web 1.0 was slow and restrictive. Web 2.0 was then developed to help combat the issues that 1.0 had. The development of 2.0 is believe to be a result of technological refinements.

8. Development of web 2.0 Web 1.0 were static pages in which were built up of many different word documents

9. Development of web 2.0 Web 1.0 made things difficult to search under and which again would slow things down. Websites like Amazon would specialize in certain books/CD’s etc but people still relied on high street stores for popular items. 2.0 helped combat the issues that 1.0 presented and took many restrictions off online buying.

10. How the development of 2.0 has developed the long tail theory With more sophisticated websites and faster internet more people were able to search for products online. People become more computer literate and therefore were able to get onto the web and look for items not available in shops. Websites were easier to build therefore more products could be displayed on the web without much work being put in to producing the pages.

11. How the development of 2.0 has developed the long tail theory The development of the long tail saw an up surge of online retailers. Different genres of online stores were introduced and caused great competition for high street stores. More products were easily available and it made it simpler to find products. People can have much more social interaction on web 2.0 therefore people can become more aware of the products that are online.

12. Examples of websites Amazon: They’re able to store books which cater to niche markets whereas high street outlets cannot…

13. Amazon and iTunes iTunes: Store music of all genres which are not found in sores such as HMV…

14. Conclusion ‘The Long Tail’ caters to the mass as well as niche markets Aims to target not only the head but to the tail also….not just the edges but the centre as well…

15. Conclusion Is there anything you would like to ask us? Thank You for listening.... 