Wagging the tail

Chris Anderson's The Long Tail seems to be everyone's 'next book to read' du jour. Have to admit I've not yet read it (it's next on the list...). But the gist (simplistically), as most will now be aware given all the coverage it has received, is that the internet has opened up a world of unlimited choice. In this choice rich environment, it is argued, businesses need no longer fixate on the big hit, but can instead look to exploit the multitude of low volume/niche opportunities in the long tail.

It makes a lot of sense, but some commentators are offering a world of caution. Grant McCracken, for instance, points out a danger in having a polarised view that sees only a few blockbusters at one extreme and the long tail at the other.

His argument (with a bit of my editorialising) is that the established heavy hitters already have the muscle to 'buy' a hit regardless of quality (whether that's Universal Pictures or P&G). And anyone can have a reasonable stab at long tail success, targeting a niche audience. But the real business challenge lies in making a success of the middle ground: delivering a hit, often with moderate resources, by boxing clever and taking risks.

This is difficult! And the danger is that, in a Long Tail world (exciting as the opportunities this offers are) we will lose these vital marketing skills.

Read his last post here, then scroll down. The Johnny Depp/Pirates of the Caribbean comments are very good: resisting the pressure to behave like a conventional, and neutered, blockbuster, to risk it...and be risky...in the middle ground.