At physical retailers, shelf space is at a premium, so stores only keep the most popular books, albums or movies in stock. When stores are virtual, they can offer not only the most popular titles but also many more obscure titles. Name and discuss this concept in more detail.
What will be an ideal response?
The area beneath the left portion of the curve represents the more popular items that meet the needs of larger numbers of people. These are the items that you are likely to find in your local bookstore, music store, or video store. The area beneath the right portion of the curve represents the Long Tail. These are the niche market items with a smaller following, which you can only order online. Retailers would not allocate shelf space for these items because of their low sales volume.
On the Internet, because information is digital rather than physical, shelf space is unlimited, and as the cost of online storage continues to rapidly decrease, retailers can reach more people who have an interest in specialized items. The Long Tail refers to the ability to reach a larger number of people with a large number of narrowly targeted items, even though each single item may appeal to a much smaller number of people than its more mainstream counterparts.
The concept of the Long Tail can be applied to the social networking world. Many people join Facebook, MySpace, and LinkedIn because of the likelihood that their friends and colleagues are also members of those social networks. These networks would fall under the left portion of the curve in the accompanying figure. Specialized networks, such as those for sharing similar life-changing situations, camping interests, and movie reviews, make up social networking's Long Tail. These networks will attract fewer people than a more general social network, yet those who join them find greater value in them precisely because of their narrow appeal. Ning and Google Friend Connect are two tools that facilitate the process of creating such specialized networks. Advertisers also are interested in niche networks because ads placed on them are more likely to reach their target customers.
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