The Three Forces of the Long Tail and the Classic Market
By MortazaviBlog on Feb 28, 2009
Chris Anderson's study of The Long Tail identifies three economic forces that the modern computing technologies, the Internet and the Web have helped unleash: (1) Improvements in tools of production of content and goods. (2) Improvements in tools of distribution. (3) Reductions in search costs through improvements in search technologies. (When we speak of "search technologies," we should understand them to mean any method of search, including the physical search, which is the "classic" search technology.)
These three forces join and orchestrate a move, in the consumption curve, from "hits" to "niches".
The argument is that this increases overall economic value. It does, indeed, for some firms and large numbers of consumers that engage in related "modern" search-and-consume activities on the Net. However, the classic market economy does not improve and will suffer, without a fast enough replacement in all niches and certainly in "hits" which provide the batteries for the classic market. Unless we reformulate the classic consumption game in new innovative ways, through innovations in general logistics of moving people and goods, I remain skpetical whether the replacement rate will be sufficient to outpace the overal reduction in consumption due to the diminishing physical search habits.