The Long Tail

I was fortunate to particpate recently in a Skpecast hosted by TypePad with Chris Anderson, author of The Long Tail, a new book based on his very influential article in the October 2004 issue of Wired, where he served as Editor-in-Chief.  He has since launched a popular blog by the same name.

The essence of his proposition is that the Web can enable marketers (including associations) to now reach niche markets (or very specialized interest groups) with products (and services) that would have heretofore been impractical.  The term comes from the standard line chart for product sales that shows the best sellers (the books that stores can fit on their shelves) on the left and a "long tail" of many more titles with very small relative appeal.  However, Internet sales of these niche-appeal books from a single, large warehouse or combination of warehouses, allows a significant new market to be served.

When I asked Chris about the applicability of "The Long Tail" to associations, he said that it is increasingly possible for associations to attract and serve new members who may not have fit well in the mainstream of popular services, as in the case of those who are not ever able to meet physically because of cost or geographic distance.

I used the example of a message board for people who have had pancreas transplants.  While rare, these people have a need to reach out to others and would unlikely find another person close by to form a support group.  However, virtual support groups can be served online with message boards, blogs and other social media.  Anderson discribed "social media" as "amplified word-of-mouth" and said that blogs are giving voice to obscure interests that may be very important to small group of people.

Associations should consider whether they are ready to apply the principles of "The Long Tail" to reach new audiences and existing audiences in new ways.

Tagged: The Long Tail Chris Anderson social media Skypecast Wired

Comments

[Jeff De Cagna]

Rick, I'm glad you made the Skypecast. I was planning to participate but did not make it.

Your readers may be interested in listening to the podcast of my interview with Chris Anderson from earlier this month. It can be found at http://www.principledinnovation.com/blog/2006/07/02/pi-podcast-july-2-2006/.