Made by Holly Taylor

1. Chris Anderson – The Long Tail
The main argument of his theory is…
Lots of small grossing films One large grossing blockbuster
……If you add up all the revenue from Niche market films the profit can be greater
than or equal to the profit from one blockbuster or best selling product.
Pre broadband Niche products were hard to find and expensive to buy, now online
shopping/sharing makes it easy to cater for everyone's taste.

2. Chris Anderson introduces his theory
here:
• Chris Anderson - Introducing The Long Tail -
CWF08 - 06 – YouTube
“A few had a lot, a lot had a few”
What do you think he means by this? Try and
make some notes from the video.

3. Main points broken down:
• 20th century – we didn’t have the technology to see
what was really taking place, we couldn’t tell what
consumers were really buying or demanding.
• So we assumed that store figures alone reflected what
we wanted.
• But the stores only offer limited products, mostly best
sellers, due to the limited shelf space and desire to
make a lot of profit.
• Maybe what consumers wanted wasn’t in the
stores…….

4. Main points broken down:
• 21st century – we can now see a more
accurate view of our tastes as technology to
monitor consumerism improves.
• The internet has the capacity to ‘store’ a wider
variety of products. Both the niche products
and the best sellers.
• So we can see consumers buy a mixture of
both

5. Main points broken down:
• So we can now see what was invisible
before, that consumers all like something that
is niche.
• Collectively the many niche purchases of
several different products, make up the same
amount as the lower amount of purchases of
only a few best selling products.

6. Main conclusion
• So consumers have always wanted niche
products that were not being offered to them.
• They could only consume the mainstream that
was offered by conglomerates.
• The internet has now enabled us to access a
massive variety of desires through sites such
as Amazon and Play, that we could not access
before.

7. Here is a visual representation:
This was all we were This section was invisible to us before the new
aware of in the 20th C technology of the 21st century