Chapter 10 examines the explosion of choice that has emerged from the economics of overabundance. As consumers we are faced with an overwhelming variety of options when it comes to making a purchase. Anderson argues that more choice is better as long as we have information to go along with such vast supply. However, he also suggests that just because we have more variety doesn’t mean we are buying more. (e.g. Anderson notes, “As early as 2006, Apple had sold 42 million iPods and 1 billion tracks on iTunes, for an average of twenty-four tracks per iPod over the nearly four years the iTunes music store had been in business”). Although the assumption is made that more variety leads to more sales, there is insufficient evidence to support this conclusion. Data does reveal that when a significant decision needs to be made, more is better, on the premise that one will have a better chance at finding what they are looking for. (Discover more about the lure of choice). Regarding the long tail phenomenon, Anderson claims that digital distribution has improved sales by quickly exposing customers to a wider variety which in turn directs attention down the tail.
Chapter 11 focuses on the niche cultures that thrive in a long tail world. The chapter demonstrates this concept through the rise of house music. DJs in the early 80s armed with cheap tools of production were able to deliver distinctive musical creations to their club-going audience by remixing beats. The DJs served as aggregators of the transformed beats while simultaneously providing a platform for the hyperspecialized music to be broadcast on. Another important theme in this chapter is the move from an “or” to an “and” culture. The mainstream doesn’t need to compete with the niche cultures. Instead, the two can coexist because our culture is now a hybrid of both the head and tail (i.e. hits and niches). Anderson asserts limitless choice ensures ultimate fragmentation. However, he insists this move from the general to specific doesn’t suggest an end to the established power structure. According to Anderson, we are experiencing the rise of a massively parallel culture.
Chapter 12 tries to envision the future of television by exploring how the Internet (and services like Google video) has challenged the medium’s presence. Anderson points out that broadcast networks can exploit the potential of these influential tools by using them as “a storefront for their archives, or just a place to host teasers of upcoming shows.” Anderson also believes television is the likeliest candidate of all traditional mass media to be affected by the power of the long tail forces. The Internet continues to transform our culture by delivering us ubiquitous choices that we may (or may not) know how to handle.
