Elberse, Anita
2008
Should You Invest in the Long Tail?

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“For Chris Anderson, the strategic implications of the digital environment seem clear. “The companies that will prosper,” he declares,“will be those that switch out of lowest-common-denominator mode and figure out how to address niches.” But my research indicates otherwise. Although no one disputes the lengthening of the tail (clearly, more obscure products are being made available for purchase every day), the tail is likely to be extremely flat and populated by titles that are mostly a diversion for consumers whose appetite for true blockbusters continues to grow. It is therefore highly disputable that much money can be made in the tail.”

“The companies that will prosper are the ones most capable of capitalizing on individual best sellers.”