The Long Tail (36 page)

Reprise, 99–100, 101, 102, 103, 104

Republic.com
(Sunstein), 189

reputation, 74, 141

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

Reynolds, Glenn, 187

Rhapsody, 9, 13, 16, 19–22, 24, 57, 72, 88, 91, 97, 106, 109, 175

genres and filtering in, 35, 110–11, 114, 140

graphs of downloads from, 19, 21

inventory and sales of, 23, 132, 136

popularity of titles on, 25

pricing of, 221

top ten artists on, 114

Rice to Riches, 168

Riggio, Steve, 77–78

ringtones, 130

Rise of the Creative Class, The
(Florida), 150

Robb, John, 50–51

Robertson, Michael, 148

Rocketboom, 193

Roebuck, Alvah C., 42

Rosen, Christine, 189–90

Rossetto, Louis, 243

Rotten Tomatoes, 233

RSS feeds, 230, 231

Salesforce.com, 207–10

Samberg, Andy, 79

samples, 135, 223–24

SAP, 208

Saturday Night Live,
80–81

scarcity, 223

of information, 53

mindset of, 167, 198–99, 222

of products, 8, 9, 18, 23, 40, 116, 122, 143–44, 145, 156, 165

Schaffer, Akiva, 79

Schaffer, Micah, 79

Schmidt, Eric, 213–15

Schonfeld, Erick, 115

Schwartz, Barry, 170–71

Scoble, Robert, 240, 241

searches, 108, 119, 122, 154, 159, 160, 161, 172, 174, 211–12, 215–16, 236

costs of, 56, 135, 136

on Google, 55, 56, 230–31, 234;
see also
Googlevertical, 215, 254

Searls, Doc, 64

Sears, Richard, 42

Sears, Roebuck and Co., 42–44, 164, 218

Seeing in the Dark
(Ferris), 60

selling, 225–45

Seigenthaler, John, Sr., 67

Seinfeld, Jerry, 188

SETI@home, 61

Shelton, Ian, 59–60

shelves, 93–94, 96, 116–17, 122, 151–64

categorization on, 156–62

costs of selling products on, 153

locality and, 17–18, 162–64, 20

space on, 49, 53, 123, 126, 134, 136, 143, 144, 195

wastefulness of, 152–53

Shirky, Clay, 158–59

Shopping.com, 202

signal-to-noise ratio, 115–18, 119–20, 122

Simpson, Joe, 15–16

Sims, 64

Sirius Radio, 36

SixApart, 182

Sky & Telescope,
62

Skype, 219, 223

Smith, Adam, 68, 144

SNOCAP, 90

soccer, 251, 252

social networks, 230

software, 50, 62, 208–9

Salesforce.com and, 207–10

SoundScan, 136

South Korea, 78

spaghetti sauce, 176, 220

Spears, Britney, 32, 211

Spiradellis, Gregg, 197

Spore, 248

sports, 198, 251–52

Sports Illustrated,
187

Starbucks, 168, 243, 244

Stern, Howard, 36

Stewart, Jon, 192, 193

Sturgeon’s Law, 116

Subservient Chicken, 225, 227

Sun, 242

Sundance Film Festival, 217

Sunstein, Cass, 189

supermarkets, 44–46, 151, 153–54, 160, 173

Supernova 1987A, 59–60

supply, 123

abundance and, 18, 19, 25, 43, 143–46, 151, 223

demand and, 11, 16, 24, 26, 52, 55–56, 94

scarcity and,
see
scarcity Surowiecki, James, 68

SUVs, 225–29

Taccone, Jorma, 79

Tahoe Apprentice campaign, 225–29

Taleb, Nassim, 120

Target, 93, 203–4, 218

tastemakers, 106–8

taxonomies, 156–62

TCHO, 243–44

Technorati, 113, 140, 186–87

Technorati filters, 230

Telecommunications Act, 36

telenovelas, 251

television, 1, 2, 3, 4, 18, 26, 29–30, 81, 82, 97, 137, 164, 166, 181, 191, 194–96, 224

advertising on, 30, 165–66, 225, 226

attention and, 138, 146, 165

DVDs, 9, 129, 196

falling ratings in, 37–38

golden age of, 29–30

produced vs. available content on, 195–96

programming conventions of, 198–99

Web-only, 196–97, 198

textbooks, used, 86, 87

Thrams, Michael, 227 3D

printers, 247–48

Tiki Bar TV, 193

time, 142–43

TiVo, 38, 190, 193, 195, 225, 226

toll-free 800 numbers, 46–47

top ten lists, 112–15

Touching the Void
(Simpson), 15–16

Toys “R” Us, 93, 205

travel, 250

tribes of interest, 184

Triplets of Belleville, The,
17

TV Guide,
109

Twister,
142

United Airlines, 239

USA Today,
67

vacuum cleaners, 251

Vann-Adibé, Robbie, 7–8

Varian, Hal, 12

variety,
see
choice and variety

VCRs, 199, 200

venture capitalists, 232

video(s), 79–82, 97, 192–200

Chronicles of Narnia
sketch, 80–81

Google, 89, 90, 97, 192–93, 198

Internet, 129–30, 196–97, 251–52

viral, 82

video games, 2, 3, 4, 50, 63, 64, 97, 217, 224

video rentals, 163, 199–200

Blockbuster, 26, 109, 153, 160–61, 169

Netflix,
see
Netflix

viral marketing, 34, 43

Vogelstein, Fred, 239

Von Oswald, Moritz, 179–80

Wales, Jimmy, 65, 66, 67, 71

Wallace, David Foster, 192

Wal-Mart, 44, 49, 55, 133, 201, 218, 243, 250

music sold at, 19–20, 22, 25, 26, 155–56, 169, 182

“want” vs. “need” markets, 138–39

Warehouse, 177

warehouses, 41–42, 43, 46, 90, 218

waste, 145–46

Weatherford, Richard, 85–86, 87

Weblogs, Inc., 107

Web2.0 movement, 238

wedding planners, 174

West End Records, 178

White House, 168

White Store, 168

Whole Foods, 244

Wikipedia, 65–68, 69, 70, 71–73, 88, 89, 143, 191, 219

company entries on, 231, 234

Tail of, 72–73

Williams, Raymond, 185

Wired,
6, 10, 104, 124, 239, 241

Wisdom of Crowds, The
(Surowiecki), 68

WKRP in Cincinnati,
196

World Series, 38

Wright, Will, 248

Wu, Tim, 74

Xanadu, 236

Xbox, 50, 193, 240

Yahoo!, 89, 193, 203, 215, 223

LAUNCHcast, 100–102, 227, 230, 238

Yeltsin, Boris, 45

YouTube, 227, 228, 229

Zillow, 254

Zipf, George, 125–26, 130

Zúniga, Moulitsas, 187

Chris Anderson
is Editor-in-Chief of
Wired
magazine, a position he’s held since 2001. In 2002 and 2004, he led the magazine to a 2002 National Magazine Awards nomination for General Excellence. He has worked at
The Economist
, where he served as U.S. Business Editor. His career began at the two premier science journals,
Science
and
Nature
, where he served in several editorial capacities. He holds a Bachelor of Science degree in Physics from George Washington University and studied Quantum Mechanics and Science Journalism at the University of California at Berkeley.