The Long Tail and the New Marketplace

           The video summary of the popular work entitled "The Long Tail" by Chris Anderson delves deeper into the idea of a new marketplace as a result of the internet.  I had never considered this as a reality and this theory helps to answer a lot of questions that I have been pondering. I notice in my own social setting that there are more and more "types" of people with varying artifacts to support each lifestyle. I always wondered where they found the artifacts to complement their lifestyle given the fact that the majority of goods sold in the mainstream modern stores are generally similar in nature and in style. It is now evident to me that what they are doing is searching the internet for the goods they wear and use everyday. These goods had always been available but never sold in the average store.

           This idea of goods sold as determined by marketers and not necessarily popular demand is quite interesting. We assume that goods offered are those that are the most popular based on the culture to which they are marketed. However, it is now clear that there is a whole market that was never reached by the big box stores and even smaller ones. This market is now best served online where there is limitless space for goods. The internet can offer every product created because there is no issue of shelf space. This means that there is an increase in the variety of inventory offered and people are now able to purchase all different types of goods depending on their personal lifestyle.

            Anderson challenges us to consider that the goods offered in big box stores (i.e. "hit goods") failed to meet nearly half of the purchasing population. Now, half of goods purchased are purchased online and are not available in big stores. It is incredible that the internet has opened so many doors for self expression and individual style. It seems that on the internet, there is something for everyone. Anderson challenges us to think about life before the internet as well as how the internet has contributed to the change in American culture.