1. The Long Tail
“Chris Anderson, 2006”

2. Impact of the Long Tail on our culture?
• People develop filtering services to help
people find niches – recommendations, lists,
customer reviews, blogs etc.
• This is a democratic development as the
public can share their opinions but it also
benefits media distributors as well.
• In the online age instant feedback happens
more quickly and more often.
• Think about the ‘like’ option on facebook.

3. Group Research Task
In small groups apply and test the theory of the long tail (you can use this
case study in the exam) to one of the following industries:
• Films
• Music
• Television
Conduct some secondary research: Is there evidence of the Long Tail operating in your
area? Can you find examples of niche products?
Conduct some primary research (mixed representative sample of 20+ people) . Find
out about their media consumption of ‘well known products’ and niche products.
Collate your results and apply Anderson’s theory.
Are Anderson’s ideas over stated or is the Long Tail benefitting producers and
audience?. Write up your results, incorporating Anderson’s theory so it can
be handed out to the rest of the class.