The Long Tail (35 page)

Malthus, Thomas, 145

Mancuso, David, 178

manga, 251

Manley, Marty, 86

marketing, 225–45

Married…with Children,
196

Mars, 61–62

Marx, Karl, 62, 125, 145

mashups, 33, 80

mass culture, 28, 148, 181, 182, 183–84, 185, 189, 191, 199

massively parallel culture, 182–85, 191

Mead, Carver, 144

Metallica, 74

Michaels, Lorne, 80

microchunking, 220

microcultures, 183–85

micro-hits, 35

Microsoft, 50, 70, 193, 208, 215, 237–41, 242

Channel 9, 237, 239–40

Minor Planet Mailing List, 61

Mintel International, 169

MIT, 135

Moore’s law, 144

motives to create, 73–74, 78

movies, 3, 5, 6, 26, 28, 38–39, 97, 110, 199–200

attention and, 165

blockbuster, 1, 2, 79, 82, 110, 127

Bollywood, 17

box office revenues for, 127–29

distribution bottlenecks and, 127–30

documentaries, 182

DVD extras and, 222

indie and homemade, 57, 63, 64, 193

machinima, 64

marketing of, 232–33

Netflix and,
see
Netflix

on-demand businesses and, 95

pricing of, 199, 200

rights and, 74–75, 196, 217

in theaters, 17, 37, 151, 163, 176

word of mouth on, 232–33

see also
DVDs; video

MP3.com, 148–49

MP3s, 34, 211

blogs for, 105, 106, 123

iTunes and,
see
iTunes

MTV, 98, 102, 104

Murdoch, Rupert, 37

music, 1–6, 9–10, 30, 31–37, 82, 90–91, 97, 98, 99–106, 116, 136–37, 182, 248

Amazon and, 90–91, 155

blogs, 105, 106, 108, 123

on CDs,
see
CDs

classical, 182

democratization of production of, 54, 63, 178, 179

digital jukeboxes and, 7–8

DJs and, 177–80

file trading and, 33, 34, 74, 75, 97, 167, 175

filters and, 110–12, 114–15

hit albums, 32–33

house, 177–80

indie record labels and, 178–80

iTunes and,
see
iTunes

mashups, 33

niche micromarkets in, 139–40

pricing of, 139

punk rock, 82–83

record stores, 154–56

Rhapsody and,
see
Rhapsody

rights to, 74–75, 167, 180, 196, 217

rock radio, 35–36, 98

Wal-Mart and, 19–20, 22, 25, 26, 155–56, 169, 182

as “want” market, 139

musical artists

Birdmonster, 104–6

Bonnie McKee, 99–103, 104

My Chemical Romance, 103–4, 106

*NSYNC, 31, 32

MusicBox, 178

Music for Robots, 105

My Chemical Romance, 103–4, 106

MySpace, 54, 89, 103, 104, 105, 106, 149, 219, 230, 254

Napster, 33, 175

NASA, 61–62

Nasdaq, 31

National Bureau of Economic Research, 169

Nature,
69

navigation layer, 109

NBA playoffs, 38

NBC, 80, 81

“need” vs. “want” markets, 138–39

Negroponte, Nicholas, 189

Nelson, Ted, 236

Netflix, 8, 9, 10, 13, 16, 24, 56, 57, 88, 89, 97, 109–10, 123, 130, 134, 169, 175, 190, 200, 218, 219

documentaries on, 182

inventory and sales of, 23, 132, 136

network effects, 126, 141, 164

neutrinos, 58–60

New Atlantic,
189

news, 142, 143, 185–89

citizen journalism and, 78

news aggregators, 241

newspapers, 185–88, 220

declining readership of, 37

New York Times,
15, 112, 174, 182, 185–86, 188, 249

nichebusters, 115

niche culture, 177–91, 199

niches, 3, 5–6, 8, 10, 16, 24, 26, 38, 46–47, 52, 72, 109, 134–35, 148, 166, 182, 219–21, 243–44, 249–52, 254

cities and, 150, 151

collective impact of, 53

costs of reaching, 53–57

micromarkets, 139–40

organic and artisanal foods, 243–44, 250–51

quality and, 116, 118–19

rankings within, 114

ratio of hits to, 53

time and, 142–43 98

Percent Rule, 8, 9

Nintendo, 97

noise, 115–18, 119–20, 122

non-allergenic products, 251

*NSYNC, 31, 32

Ochs, Adolph, 188

OhmyNews, 78

Oh Yeon Ho, 78

Olympics, 38

OMD, 168

ontology, 157, 161

Oracle, 208

O’Reilly, Tim, 83

organization and categorization, 156–62, 203

Oscars, 38

Otalvaro, Noah, 197

OutKast, 32

overhead, 153

Overture, 211

Pandora, 34

Paradise Garage, 178

Paradox of Choice, The
(Schwartz), 170–71

Pareto, Vilfredo, 125, 126, 127, 130, 131, 214

peer production, 73, 79, 219

peers, trust in, 98–99

peer-to-peer (P2P) file trading networks, 33, 34, 74, 75, 97, 167, 175

Peper, Ed, 227

personal computers

production democratized by, 54, 55

SETI@home’s use of, 61

Pink, Daniel, 66

piracy, 33, 34, 75, 223

Pitchfork Media, 108

playlist sharing, 34, 123

population spikes, 150

Posner, Richard, 185–86

Postrel, Virginia, 174, 184

powerlaw distributions, 121, 126–27, 132, 139, 147, 252

pricing, 138–39, 221, 222

Pro-Am collaborations, 60–63, 65

Wikipedia,
see
Wikipedia

probabilistic systems, 68–69, 70, 71

producerism, 64

producers, 57, 58–84, 253, 254

line between consumers and, 63–64, 83–84

production, democratizing the tools of, 54, 55, 57, 62–65, 73, 82, 84, 107, 178, 179

PR professionals, 241–43

PRX, 130

Pryor, Len, 238–39, 240

PureVolume, 103

quality, 71, 115–19, 126, 167, 191

radio, 1, 2, 4, 17–18, 29, 30, 100, 101, 102–3, 104, 130, 164, 179, 195, 220

attention and, 165

Clear Channel and, 36

FCC and, 36

Internet, 34, 100–101, 105

playlists on, 112 rock, 35–36, 98

Telecommunications Act and, 36

RealNetworks, 19

recommendations, 16, 53, 55–57, 107–8, 110, 111, 115, 119, 122–24, 134, 135, 153, 173, 174, 190, 217–18, 222

eBay and, 202–3

Reddit, 241

Reid, Rob, 109, 199–200

rent, 153