Information Economics : The Long Tail
What's powerful about the long tail is the sheer size of it. Average borders carries around 100,000 titles, yet just more than a quarter of amazon's earnings comes from outside these 100,000 titles. And the thrilling part is this is market is growing - and rapidly! In fact most successful internet businesses capitalize on the long tail in some way or the other. Google gets most of its revenue from the long tail, so does ebay. The two important aspects they overcome are : scale geography expaning not only existing markets but creating new ones! In fact as these companies offered more and more they realized demand followed supply!! The act of vastly increasing choice seemed to open up demand for that choice.\ These niche markets account for anywhere between 25% to 50% of their total revenues and these are not sold by their mortar and brick competitors! The essential lesson to learn is: A very very big number (the tail) multiplied by a very small number (demand) still equals a ver...