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1、TheLongTailandItsImplicationsforIVIediaAudienceMeasurementSCOTTMCDONALDChrisAndersoncausedsomethingofasensationwiththe2006publicationofhisCondeNastbook,TheLongTail:WhytheFutureofBusinessIsSellingLessofMore.AnexpansionPublicationsofhisinfluentialOctober2004articlein
2、Wired,theAndersonbookprovokedscott_mcdonald@condenast.comcontroversythroughoutthemediabusiness.Afterall,mediacompanieshavealwaysworshippedhits.Mediaexecutivesandresearchersbendeveryefforttofindthenextbreakouttelevisionseries,thenextplatinumalbum,thenextblockbusterm
3、ovie.WhatsensecouldonepossiblymakeofAnderson'sclaimthatthefutureofthemediabusinesswaslikelytobedominated,notbyblockbusterhits,butbyincreasinglymicroscopicniches?ThisarticleconsidersthequestionsraisedbyAndersoninrelationtomediaanditsincreasinglycomplicatedmeasuremen
4、t.LONGTAILTHEORYANDTHEMEDIAdigitalstorageanddecliningcostofdigitalChrisAndersoncoinedtheterm,"TheLongTail,"distribution.todescribeafamilyofbusinessmodelsemergingAndersonarguesthatasaresultofthesethreeasaresultoftherevolutionarychangescausedbyimportantaspectsofthedi
5、gitalage—global-scaledigitaltechnologies.Theinternetprovidesonlymarkets,fallingcostsofstorage,andfallingcostsonesalientexample:becauseoftheinternet,manyofdistribution—thedigitally-basedbusinessesofbusinessesarenolongerconfinedtosellingtojusttodaycannowsellnicheitem
6、sandnichecontenttheirlocalmarkets,butinsteadcanservecustom-profitably.Andwhenconsumersgainaccesstoaersacrossmuchlargerterritories.Theresultinggreaterrangeofchoices,theygravitatetowardexpansionofmarketsimprovesthelikelihoodofexercisingthosechoices,awardingfewerofthe
7、irsellinglovi'-occurrencenicheitemsthatwouldhave"votes"tothebighitsandmoreoftheir"votes"troublefindingtheircustomersinconventional,tospecializednichechoices.Andersonarguesthatgeographically-boundedmarkets.Forinternet-peoplealwayswantedmorechoices,buttheirbasedbusin
8、esses,localitynolongerdictatesthedesirespreviouslywereobscuredbydistribu-perimeterofmarketdemand.tionalbottlenecksimposedbycostorlocality.AsButit
