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The new economics of culture and commerce

Revised edtion.
What happens when there is almost unlimited choice? When everything becomes available to everyone? And when the combined value of the millions of items that only sell in small quantities equals or even exceeds the value of a handful of best-sellers?

In this ground-breaking book, Chris Anderson shows that the future of business does not lie in hits – the high-volume end of a traditional demand curve – but in what used to be regarded as misses – the endlessly long tail of that same curve. As our world is transformed by the Internet and the near infinite choice it offers consumers, so traditional business models are being overturned and new truths revealed about what consumers want and how they want to get it.

Chris Anderson first explored the Long Tail in an article in Wired magazine that has become one of the most influential business essays of our time. Now, in this eagerly anticipated book, he takes a closer look at the new economics of the Internet age, showing where business is going and exploring the huge opportunities that exist: for new producers, new e-tailers, and new tastemakers. He demonstrates how long tail economics apply to industries ranging from the toy business to advertising to kitchen appliances. He sets down the rules for operating in a long tail economy. And he provides a glimpse of a future that’s already here.


The Long Tail has helped to reinterpret our world

The Times

A smart, timely and oddly inspiring book

Time Out

Snappily argued and thought-provoking

New Yorker

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Formats & editions

  • Paperback


    September 1, 2009

    Random House Business

    288 pages

    RRP $29.99

    Online retailers

    • Fishpond
    • Mighty Ape
    • Paper Plus
    • The Warehouse
    • Whitcoulls
    • The Nile

    Find your local bookstore at www.booksellers.co.nz/directory

  • EBook


    February 1, 2011

    Cornerstone Digital

    288 pages

    Online retailers

    • iBooks NZ
    • Amazon Kindle
    • Google Play
    • Kobo
    • Booktopia NZ

    Find your local bookstore at www.booksellers.co.nz/directory

  • Audio Book


    July 2, 2007


    RRP $48.99

    Online retailers


    Find your local bookstore at www.booksellers.co.nz/directory

Also by Chris Anderson

The Numbers Game
The Billy Boy


Feel The Fear And Do It Anyway
The Four
Who Moved My Cheese
Zero to One
Getting to Yes
Good To Great
Live Lead Learn
Together Is Better
Thinking, Fast And Slow
The Personal Mba
The Go-Giver
The Power of Habit
Riding the Storm
The Glass Closet
Creativity, Inc.
The Apple Revolution
Management in 10 Words