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AdRantsPosted by Rick.Murray
Who says advertising doesn’t work (especially a roadblock)?
I happened to see this full page spread for Chris Anderson’s new book The Long Tail in the NYT yesterday.
Twenty minutes later I stopped in the Border’s store between the train station and our office in Chicago and picked up a copy. So kudo’s to whoever wrote the copy. You got me.
More importantly, Chris got me. I started and finished the book last night, reading through delays at O’Hare, a flight to NY and the ride into midtown from LGA. It made me really think. Check out the notes I scribbled on the inside front cover.
Seriously, these are on half the book’s pages. Why? Because this book isn’t about blogs, vlogs, wiki’s or social networks; The Long Tail isn’t about word of mouth marketing or any kind of communications at all – though communications plays a starring role throughout.
No, The Long Tail is about the seismic shift our economy is going through – from one exclusively focused on creating demand and achieving scale (mass merchandising, mass-reach communications, etc.) to one where individuals satisfy their demands for whatever it is, wherever they are, whenever they want, etc. And the best part is there are probably 100 easy-to-digest cases of how the long tail is creating real value for companies big and small.
I’m still trying to wrap my mind around what all this means to us. As I do, let me suggest that if you read one business book this summer (hell, if you read one book this summer) you’d do yourself really well to make it The Long Tail. It doesn’t answer all the questions. But it does help paint what we’re seeing all around us in an undeniably clear light.
Cheers,
RWM
Technorati Tags:
long tail, chris anderson, pr, public relations
posted by Rick.Murray
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