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The Long Tail Theory

The Long Tail Theory. Lucy Richardson & Emma Sugarman. The Long Tail Theory 2006. Chris Anderson. The Long Tail Theory describes how the Internet has influenced economics, commerce and consumption . Since Broadband was introduced in 2001, these impacts have been most prominent.

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The Long Tail Theory

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  1. The Long Tail Theory Lucy Richardson & Emma Sugarman

  2. The Long Tail Theory 2006 Chris Anderson The Long Tail Theory describes how the Internet has influenced economics, commerce and consumption. Since Broadband was introduced in 2001, these impacts have been most prominent. i.e. The Head is ONE shop that has 50 customers. The Long Tail is 50 websites than each have 1 customer.

  3. The Film Industry The Long Tail theory can be applied to the film industry in terms of how films are distributed. i.e. The Head is a high street film retailer such as Blockbuster. The Long Tail is an online film distribution service such as Amazon.

  4. The Film Industry This means that high street shops (the Head) that sell films are gradually becoming less popular due to the restrictions they experience in terms of shelf-space. Internet retailers (the Long Tail) do not experience this as they do not have a physical shop. Their unlimited space shelf allows them to provide for niche markets, increasing their customers as they have a wider variety of products.

  5. For example… Head Long Tail The Head may contain: Cinema chains such as Cineworld, Odeon; film retailers such as HMV, Blockbusteretc. The Long Tail may contain: Internet sites such as Netflix, YouTube, LOVEFiLM etc.; iTunesetc. Due to the growing accessibility of the Internet, more and more films are being downloaded online rather than bought in the shops.

  6. Impacts on the Film Industry

  7. Amazon (hard copy and digital such as Ebooksor DVDs and Digital Downloads) HMV, Blockbuster (stores) Purely online – LoveFilm, Netflix

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