Consumers’ tastes and behaviors can surprise the marketers anytime. This happens especially when both parts realize that consumers’ tastes are not the mainstream trends. But which exactly are these trends? What the author is trying to emphasize is that some of the potential good works (movies, books…) are not widely spread because there is no certainty that they will have consumers and from this the producers bigger budgets. When the risk of not having readers, viewers, spectators exists those who want to make money are very careful.
What it is strange is the need we sometimes have to access something different than the mainstream. Anyway, hit-driven economics could not deal with everyone’s tastes. This is why there was a need for a different kind of business: Long Tail.
A long tail business works by some rules: Make everything available (mainstream and non-mainstream products), Cut the price in half. Now lower it (Prices should be according to the effort and the money invested in the process of making products available, because we all like to make a good business and some of us spend a lot of time looking for a cheaper and qualitative opition), Help me find it (suggesting what else we could listen, customizing our options). These rules follow a certain logic which should be the logic of any entertainment business.
Another problem discussed in the article, which is, was and it is going tp be actual for a long time is related to our choice when it comes to music. Do we buy the original CDs´, the pirated ones, buy songs online or we download it for free? In this, the retail music suffers the biggest loses because now there are lots of networks which provide us music for free. I think everyone downloaded music or movies illegally at least once from one of these kind of networks and had the experience of low quality, being something else than what they were looking for, no sound, taking ages or other disadvantages like this. So, when it comes to this it is our choice how much money, time or patience we want to invest.
What it is strange is the need we sometimes have to access something different than the mainstream. Anyway, hit-driven economics could not deal with everyone’s tastes. This is why there was a need for a different kind of business: Long Tail.
A long tail business works by some rules: Make everything available (mainstream and non-mainstream products), Cut the price in half. Now lower it (Prices should be according to the effort and the money invested in the process of making products available, because we all like to make a good business and some of us spend a lot of time looking for a cheaper and qualitative opition), Help me find it (suggesting what else we could listen, customizing our options). These rules follow a certain logic which should be the logic of any entertainment business.
Another problem discussed in the article, which is, was and it is going tp be actual for a long time is related to our choice when it comes to music. Do we buy the original CDs´, the pirated ones, buy songs online or we download it for free? In this, the retail music suffers the biggest loses because now there are lots of networks which provide us music for free. I think everyone downloaded music or movies illegally at least once from one of these kind of networks and had the experience of low quality, being something else than what they were looking for, no sound, taking ages or other disadvantages like this. So, when it comes to this it is our choice how much money, time or patience we want to invest.
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