The Long Tail (34 page)

multiple channels for, 219–20

diversity, 53, 184

DJs, 177–80

Donaton, Scott, 228

DVDs, 95, 97, 129–30, 133–34, 136–37, 142, 153, 169

extras on, 222

Netflix and,
see
Netflix

television shows on, 9, 129, 196

DVRs, 38, 80, 193, 195–96

TiVo, 38, 190, 193, 195

eBay, 10, 11, 12, 24, 55, 57, 88, 89, 93, 139, 169, 201–3, 219, 221, 250, 254

Ecast, 7–8

economics, 143–44, 145, 146

80/20 Rule in, 7, 12, 125, 130–35, 136

Long Tail, 125–46

of variety, 175–76

Economist,
6

800 numbers, 46–47

80/20 Rule, 7, 12, 125, 130–35, 136

Eminem, 32

encyclopedias, 65–66, 71, 72, 73

Britannica,
66, 67, 69, 70–71, 72, 73

Encarta,
66

Wikipedia,
see
Wikipedia

Ernestus, Mark, 179–80

Excite, 211

exposure culture, 74

Facebook, 230

fashion, 250

Faxon, 85

FCC, 36

Ferris, Timothy, 60

Fey, Tina, 80

file trading, 33, 34, 74, 75, 97, 167, 175

films,
see
movies

filters, 53, 57, 108–24, 134, 135, 136, 138, 141, 148, 179, 189, 190, 223

customer reviews, 55, 56, 64, 99, 123, 124, 173, 219, 222

Bay and, 203

music and, 110–12, 114–15

post-filters, 122–24, 223

pre-filters, 122–24, 223

recommendations,
see
recommendations

Firefox, 50

Flickr, 108

Florida, Richard, 150

folksonomies, 162

Food Marketing Institute, 45

foods, organic and artisinal, 243–44, 250–51

Fooled by Randomness
(Taleb), 120

Forbes,
172

Ford, Henry, 44

Ford Expedition, 228

fragmentation, 181, 189–91

free services, 223–24

Frog Design, 107

GarageBand, 63

Gates, Bill, 238

geographic limitations, 17–18, 162–64, 220

German Ideology, The
(Marx), 62

Gilder, George, 145–46

Gladwell, Malcolm, 176

Global Guerrillas, 50

globalization, 169, 244

of culture, 251–52

global warming, 225, 226

GM (General Motors), 225, 227

GOATSE, 182

Goldstein, Patrick, 38

Google, 55, 56, 57, 68, 69–70, 74, 89, 99, 108–9, 116, 117, 123, 137, 153, 173, 174, 182, 203, 227, 238, 254

advertising and, 10, 24, 50, 88, 89, 139, 210–16, 219, 229–30, 254

Alerts, 230

company searches on, 230–31, 234

Dell and, 234, 235

Earth, 244

hyperlinks and, 237

Trends, 230, 235

categorization and, 157, 159, 161

time and, 142–43

Video, 89, 90, 97, 192–93, 198

Gottlieb, David, 156

Graham, Paul, 69–70

Grammy Awards, 38

Gross, Bill, 211

Gundotra, Vic, 239

Hagel, John, 174–75

Half.com, 202

Halo 2, 64

Hamit, Francis, 176

Haque, Umair, 165–66, 220

Hardy, Ron, 178

Hastings, Reed, 10, 109–10

Hawk, Thomas, 194

Hayek, Friedrich, 186

Head offering products at both Tail and, 148

Short, 155–56, 250

see also
hits

Hill, Bill 240

Hirshberg, Peter, 140

History of House Sound of Chicago, The (Cosgrove), 177–78

hit albums, 32–33

Hitchens, Christopher, 188

hit-driven culture, 38–40, 120

hit-driven economics, 18

hits, 1–2, 3, 5, 8, 16, 18, 20, 27–40, 52, 72, 109, 120–21, 134–35, 137, 141, 147, 148, 164–67, 182, 252

Long Tail and, 10

micro-, 35

monopoly of, 252

quality and, 116

ratio of niche goods to, 53

in Rhapsody downloads, 19, 20

time and, 142–43

types of, 252–53

Hume, David, 120

Hryb, Larry, 240

hyperlinks, 235–37, 242

IAC/InterActiveCorp, 79

ideas, 145

individualism, 189–90

information, 53, 89, 107, 137–38, 190, 191, 221–22, 244

information theory, 115, 117

Instapundit, 187

InStyle,
107–8

intellectual property, 75

Interloc, 85–86

Internet, 2–6, 29, 41, 166

distribution democratized by, 55

growth of e-commerce on, 47–49, 147

hybrid retailers and, 89–91, 92

hyperlinks on, 235–37, 242

Into Thin Air
(Krakauer), 15–16

inventory, 132, 218–19

iPod, 3, 34, 36, 97, 175, 190, 198

Irag war, 225, 226

iTunes, 3, 8, 9, 16, 24, 55, 57, 80, 88, 89, 90, 91, 97, 105, 106, 108, 149, 169, 175, 192, 195, 207, 215, 218, 220, 254

classical music on, 182

filtering and, 111–12

pricing of, 139, 221

Iyengar, Sheena, 172

Jacobs, Jane, 151

jam, 170–72, 173

Japan, 251

Jarvis, Jeff, 80–81, 123, 233–35

Jefferson, Thomas, 145

JibJab, 197

Jive Records, 31

Johnson, Abigail, 242–43

Johnson, Steven, 150

Jones, Albert, 60

Jones, Norah, 32

JotSpot, 209

jukeboxes, digital, 7–8

Kamiokande II observatory, 58–59

Kelly, Kevin, 68–69

Kennedy, John F., 45

King Kullen, 44–45

KitchenAid, 203–5

“Knowing What You Like versus

Discovering What You Want: The Influence of Choice Making Goals on Decision Satisfaction” (Iyengar et al.), 172

Knuckles, Frankie, 177

Koolhaas, Rem, 160

Kowalski, Richard, 61

Krakauer, Jon, 15–16

Kraus, Joe, 209–10, 211

Lagaan: Once Upon a Time in India,
17

Lankford, John, 62

LA Times,
38

Latin culture, 251, 252

LAUNCHcast, 100–102

LEGO, 205–7, 247

Letters to a Young Contrarian,
188

Levan, Larry, 178

libraries, 157–60, 161

links, 235–37, 242

Linux, 50, 238

liquidity, 87, 88

listening, 230, 231, 234

local culture, 27, 191

locality, 17–18, 162–64, 220

Lonely Island, 79–81

Long Tail, 10–11, 13, 22–26

aggregators and,
see
aggregators

of customers, 163–64, 229–30

of marketing, 225–45

economics of, 125–46

filters and,
see
filters

history of, 41–51

microstructure in, 139–41

misunderstandings and questions about, 252–54

money making and, 253, 254
see also
niches

Long Tail businesses, rules for, 217–24

lowest common denominator, 118, 147, 165

Lulu, 76–77, 82

machinima, 64

McGauley, Pat, 250

McKee, Bonnie, 99–103, 104

McNally, Michael, 207

McNaught, Robert, 60

magazines, 37, 97, 181

mail order, 42–44

hybrid retailers and, 89–91, 92