Dissecting the long tail

The long tail is getting longer, but not any fatter. And those who venture down the long tail are the heaviest consumers, and not the most satisfied by the experience.

According to an article by Harvard Business School Professor Anita Eberse, businesses that rely on the long tail are placing themselves at a competitive disadvantage to businesses that pursue a blockbuster strategy.

The importance of the long tail has grown to be a matter of faith among many businesses. Eberse's research suggests that this isn't a case of "the Web changing everything;" rather, the long tail is simply an idea that resonates with an audience that is predisposed to accept it.

Social forces continue to be the strongest influence on sales. We aren't a society of iconoclasts who seek out obscure gems that speak to our condition. Rather, Eberse holds that consumption is shaped by others, and we're generally satisfied with the media we consume. The more we consume, the more we wander down the long tail, and the less satisfied we are by what we find.