Comments on: The Long Tail Strikes Back http://cultureby.com/2007/10/the-long-tail-s.html This Blog Sits At the Intersection of Anthropology and Economics Wed, 08 Feb 2012 08:43:22 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Renan Petersen-Wagner http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2503 Renan Petersen-Wagner Tue, 16 Oct 2007 21:37:52 +0000 http://localhost/wp_culture/?p=408#comment-2503 It seems to me that there are two points in debate here. The aggregators and the universe of ones. I will be taking the universe of ones to discuss. Maffesoli in his book (Les temps des tribus: Le déclin de l’individualisme dans les sociétés postmodernes. La Petit Vermillon, 1988) talks about the decline of individualisme in the postmodern society. "Of course" that we can envision a fragmented self, the multiphrenic one from Firat (cant remember the reference) and Gergen (The Saturated Self: Dilemmas of Identity in Contemporary Life), but this fragmented self doesnt mean that we are going to have a million of fragments, or a million of niches. I will stay with Maffesoli's ideas of individualism x identification, which in postmodernity the latter will prevail. It means that while in modernity the central aspect was autonomous, or individual (through the social contract), a universe of one, in postmodernity the central aspect is heteronemous, and this means that community is in vogue. For community, Maffesoli coin another term, that is the neo-tribes. So, in my ideas (as in Maffesoli's), it seems very unplausible that we are heading for a time which we search for universes of ones, "products or services" designed for each one (INDIVIDUAL). It seems to me that there are two points in debate here. The aggregators and the universe of ones.

I will be taking the universe of ones to discuss. Maffesoli in his book (Les temps des tribus: Le déclin de l’individualisme dans les sociétés postmodernes. La Petit Vermillon, 1988) talks about the decline of individualisme in the postmodern society. “Of course” that we can envision a fragmented self, the multiphrenic one from Firat (cant remember the reference) and Gergen (The Saturated Self: Dilemmas of Identity in Contemporary Life), but this fragmented self doesnt mean that we are going to have a million of fragments, or a million of niches.

I will stay with Maffesoli’s ideas of individualism x identification, which in postmodernity the latter will prevail. It means that while in modernity the central aspect was autonomous, or individual (through the social contract), a universe of one, in postmodernity the central aspect is heteronemous, and this means that community is in vogue. For community, Maffesoli coin another term, that is the neo-tribes.

So, in my ideas (as in Maffesoli’s), it seems very unplausible that we are heading for a time which we search for universes of ones, “products or services” designed for each one (INDIVIDUAL).

]]> By: german dziebel http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2502 german dziebel Tue, 16 Oct 2007 18:10:04 +0000 http://localhost/wp_culture/?p=408#comment-2502 I agree with Tom Asacker - Grant and Chris are creating a new genre of diablogue to open up additional meanings not explicitly stated or hidden through overstating in books. I agree with Tom Asacker – Grant and Chris are creating a new genre of diablogue to open up additional meanings not explicitly stated or hidden through overstating in books.

]]> By: Tom Asacker http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2501 Tom Asacker Tue, 16 Oct 2007 16:31:06 +0000 http://localhost/wp_culture/?p=408#comment-2501 It appears the people are confusing mass customization with Chris' theory about businesses leveraging the potential of massive product variety. It appears the people are confusing mass customization with Chris’ theory about businesses leveraging the potential of massive product variety.

]]> By: Deepak http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2500 Deepak Tue, 16 Oct 2007 13:55:08 +0000 http://localhost/wp_culture/?p=408#comment-2500 I never interpreted the Long Tail as being limited to the aggregators. In fact, one area where the Long Tail has some significant potential is in the drug development business, where blockbusters rule, but business reality will force companies to start thinking about a "long tail" like approach, both in how they approach their portfolios the process of drug development (the entire eco-system as it were) and how they market their products. I never interpreted the Long Tail as being limited to the aggregators. In fact, one area where the Long Tail has some significant potential is in the drug development business, where blockbusters rule, but business reality will force companies to start thinking about a “long tail” like approach, both in how they approach their portfolios the process of drug development (the entire eco-system as it were) and how they market their products.

]]> By: Tom Asacker http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2499 Tom Asacker Tue, 16 Oct 2007 12:29:16 +0000 http://localhost/wp_culture/?p=408#comment-2499 Grant, did you guys plan this? Like the whole Rosie and "The Donald" thing? I'm a little taken aback. Why didn't you choose me? Grant, did you guys plan this? Like the whole Rosie and “The Donald” thing? I’m a little taken aback. Why didn’t you choose me?

]]> By: Justin http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2498 Justin Tue, 16 Oct 2007 10:16:41 +0000 http://localhost/wp_culture/?p=408#comment-2498 Fascinating debate. I have to side with Chris on this one (mainly because it inspired my Masters thesis in book publishing and media consumption). But speaking of pipelines and as a former student of marketing and publicity in publishing, could their be ulterior motives to this sudden left-field attack? Grant, do you have a book in the pipeline (...speaking of)? Otherwise I am delighted on the clash of pop-economic titans. Keep those gloves up! Fascinating debate. I have to side with Chris on this one (mainly because it inspired my Masters thesis in book publishing and media consumption). But speaking of pipelines and as a former student of marketing and publicity in publishing, could their be ulterior motives to this sudden left-field attack? Grant, do you have a book in the pipeline (…speaking of)? Otherwise I am delighted on the clash of pop-economic titans. Keep those gloves up!

]]> By: Peter http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2497 Peter Tue, 16 Oct 2007 06:07:28 +0000 http://localhost/wp_culture/?p=408#comment-2497 Grant -- I am intrigued (again) by your ideas of corporations becoming more like Hollywood studios, choreographing the work of smaller independents. One group of corporations who have already headed in this direction are telcos -- operators of public telecommunications networks. Partly driven by regulators who want to break up monopoliges, and partly driven by the wider cultural pressures you identify, many telcos now focus on offering only basic connectivity, and letting niche players offer the value-added and value-adding services which customers crave -- voicemail, info-services, mobile, etc. The corporation ceases to be a behemoth, with every star under an exclusive contract, instead becoming an ecosystem, supporting the living of a wide variety of smaller companies. As you can imagine, much re-arranging of mental furniture is required for corporate executives to make this transition. Grant –

I am intrigued (again) by your ideas of corporations becoming more like Hollywood studios, choreographing the work of smaller independents. One group of corporations who have already headed in this direction are telcos — operators of public telecommunications networks. Partly driven by regulators who want to break up monopoliges, and partly driven by the wider cultural pressures you identify, many telcos now focus on offering only basic connectivity, and letting niche players offer the value-added and value-adding services which customers crave — voicemail, info-services, mobile, etc. The corporation ceases to be a behemoth, with every star under an exclusive contract, instead becoming an ecosystem, supporting the living of a wide variety of smaller companies. As you can imagine, much re-arranging of mental furniture is required for corporate executives to make this transition.

]]> By: Chris Anderson http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2496 Chris Anderson Mon, 15 Oct 2007 22:51:30 +0000 http://localhost/wp_culture/?p=408#comment-2496 Grant, I'm responding from an iPhone in an airport, so pls forgive the brevity. 1) Recall that we at Wired also coined the term "mega-niche", which is the point. You can have a million niches globaly, and still have some of them with a million members. It's a powerlaw, remember? Some very big, many quite small? Both head *and* tail? I know you understand this stuff, so I'm confused by why you're pretending not to. 2) The missing "corporations" in the book? You mean like the company I work for (Conde Nast), the ones I write about each week on my blog, and the many examples, from Lego to Salesforce.com, that actually are in the book? Not enough for you? Okay, you'll be pleased to know that the 2.0 version of the book is coming out in spring, updated throughout and with two new chapters, including one on Long Tail marketing, which is full of stories of how corporations, from Microsoft to GM, are using Long Tail strategies to change the way they reach consumers. Grant, I'm a faithful reader of your blog, loved Plentitude and basically agree with you on almost everything. Why are you picking a fight here? We're on the same side! Chris Grant,

I’m responding from an iPhone in an airport, so pls forgive the brevity.

1) Recall that we at Wired also coined the term “mega-niche”, which is the point. You can have a million niches globaly, and still have some of them with a million members. It’s a powerlaw, remember? Some very big, many quite small? Both head *and* tail? I know you understand this stuff, so I’m confused by why you’re pretending not to.

2) The missing “corporations” in the book? You mean like the company I work for (Conde Nast), the ones I write about each week on my blog, and the many examples, from Lego to Salesforce.com, that actually are in the book? Not enough for you? Okay, you’ll be pleased to know that the 2.0 version of the book is coming out in spring, updated throughout and with two new chapters, including one on Long Tail marketing, which is full of stories of how corporations, from Microsoft to GM, are using Long Tail strategies to change the way they reach consumers.

Grant, I’m a faithful reader of your blog, loved Plentitude and basically agree with you on almost everything. Why are you picking a fight here? We’re on the same side!

Chris

]]> By: Matthew http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2495 Matthew Mon, 15 Oct 2007 22:33:12 +0000 http://localhost/wp_culture/?p=408#comment-2495 I haven't read the book in question, but I've always interpreted the "niche of one" as being a description of a unique or, at least, rare intersection of interests and proclivities that belong to an individual. Like lines that all cross at the same point. The effect of internet communication and commerce is allow to corporations to serve these lines and the points along them with greater precision and variations in service. The niche is then a single person who purchases from companies that serve various lines, and is not alone on any single line but is alone, or nearly, at the intersection. That seems like it partially reconciles the "niche of one," as each consumer does have a unique set of services they desire, with the sense that there remain larger connections and populations in culture, along the lines. I haven’t read the book in question, but I’ve always interpreted the “niche of one” as being a description of a unique or, at least, rare intersection of interests and proclivities that belong to an individual. Like lines that all cross at the same point. The effect of internet communication and commerce is allow to corporations to serve these lines and the points along them with greater precision and variations in service. The niche is then a single person who purchases from companies that serve various lines, and is not alone on any single line but is alone, or nearly, at the intersection. That seems like it partially reconciles the “niche of one,” as each consumer does have a unique set of services they desire, with the sense that there remain larger connections and populations in culture, along the lines.

]]> By: Rob Kleine http://cultureby.com/2007/10/the-long-tail-s.html/comment-page-1#comment-2494 Rob Kleine Mon, 15 Oct 2007 20:59:43 +0000 http://localhost/wp_culture/?p=408#comment-2494 Grant - Me thinks you are taking Chris too literally (or I'm to generous in my interpretation of Chris' thesis). You seem focused on the specific aggregator/filter tech examples Chris offers. I think those are just examples. My take away from Chris's thesis is that it is increasingly viable to make money serving increasingly niches of decreasing size and increasing diversity. Yes, ultimately the niche of one is a logical end game. However, given the billions of individuals on this planet, the potential of identifying and serving niches w/n>2 is where the action is. As to culture and niches ... culture is bigger than a niche. Culture informs a niche, yet a lucky niche may inform and shape culture. Ah, you've gotta love a complex adaptive system. Grant – Me thinks you are taking Chris too literally (or I’m to generous in my interpretation of Chris’ thesis). You seem focused on the specific aggregator/filter tech examples Chris offers. I think those are just examples. My take away from Chris’s thesis is that it is increasingly viable to make money serving increasingly niches of decreasing size and increasing diversity. Yes, ultimately the niche of one is a logical end game. However, given the billions of individuals on this planet, the potential of identifying and serving niches w/n>2 is where the action is.

As to culture and niches … culture is bigger than a niche. Culture informs a niche, yet a lucky niche may inform and shape culture. Ah, you’ve gotta love a complex adaptive system.

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