Another study debunking the Long-tail theory

Research into Netflix data  shows that the Long-tail theory may not hold up

Wortham, Jenna.  "Music Games for iPhone Give Artists New Spotlight."  The New York Times.  22 Dec. 2008.

This article offers an in-depth look at a successful iPhone application and the effect that it has on users.  Wortham describes an iPhone app start-up, Tapulous, which created Tap Tap Revenge, a guitar hero of sorts for the iPhone.  In the game, players tap certain colors on the screen to "play" popular songs.  By the end of 2008, it had amassed the most downloads of any free app (300 million) and was possessed by 32% of iPhone users.  As a result, the creators have reached out to the niche market and created paid Tap Tap games of specific artists such as Nine Inch Nails and Dave Matthews Band.  The author also discusses the creation and success of Tap Tap Thursdays, an event in which new or unknown music is released within the game.  Players can click through to Apple in order to purchase the songs directly to their phone.  An example is cited of the Katy Perry song "Hot N Cold" being downloaded 50,000 times after being featured on this day.

Tapulous reveals much about iPhone applications, especially with respect to Tap Tap Thursday.  The underlying theme of Tap Tap Tuesday can be seen as an extension of Chris Anderson's theory of the long tail.  Users become exposed to this music because it is embedded within the game and often, will not have listened to it before.  By allowing users to click directly through to the iTunes music store, they reiterate the immediacy that the iPhone offers.  This game was the most downloaded game from the App store and one would wonder why this is.  Perhaps, the fact that this game is accessible to all ages leads it to have a mass appeal.  Also, it's similarity to popular games like Dance Dance Revolution and Guitar Hero is striking, which reveals the use of already popular ideas in the creation iPhone apps.  As an evolution of these games, Tap Tap Revenge provides artists with an internet age mobile stage.  In the future, music apps for mobile phones might be the best way for artists to promote themselves.  Similarly, an app created by The Presidents of the United States of America, a rock band, allowed their fans to stream their music and look up tour dates.  Apps like these are yet another example of the way that the divisions between different media are gradually being erased.

Abstract
This article provides a simple formula and a practical methodology for analyzing long tails. The same model can be applied to topics as diverse as books, search phrases, size of companies, and geographical distribution of populations. This article makes it possible for anyone to utilize the long tail concept not only as a general idea, but also as a tool to make realistic and useful analyses of real phenomena.

     This article examines the future of social networking sites by looking at current trends in the market, specifically Cisco’s seemingly odd decision to buy the tiny social networking company Tribe.net. Cisco’s decision reflects the belief that social networking sites will soon be everywhere, and they want to get into the game right now in order to offer these services to their clients. The article discusses the future of social networking Websites, hypothesizing that they will continue to grow in number and type. It also discusses the possibility that although large-scale sites like facebook.com and MySpace.com have been immensely popular, other niche sites (like Shelfari) are becoming more popular. These sites allow users to gain more control over their network and express their interests in a more focused community than, say, facebook.com. However, there are certain barriers to entry for social networking sites, and Cisco (and other large corporations who try to dive into this market) very well may face some of these difficulties. First of all, it is tough to get consumers to initially buy into a social network until many other people have also signed up. Also, getting consumers to sign up for multiple sites is difficult because of the redundancy and tedium of entering the same information.  This article is interesting in that it shows how ubiquitous and economically important social networks have become. Cisco clearly thinks it a worthwhile investment and that there are diverse possibilities for social networks. However, this article also points out the challenges of starting a social networking site. Something this article did not mention are the joint deals that are being made between corporations and social networking sites, like Facebook.com's deal with Comcast. This is another dimension of diversity and growth for this industry.

    This article did offer a succinct look at how far social networking sites have come and where they might go. I was especially intrigued by the idea of a long tail of social networking on the Internet which could be much more personalized; and yet there is also the convenience of the larger-scale systems. Currently, there is a mix of the large and small, and I’m interested to see how these acquisitions (like Cisco’s) affect the future of social networks. The problem for small networks is that they must overcome the aggravation of joining and of the smallness of their communities; I think the way to do that is to appeal to the smaller, niche markets which want to stay small.

 

Fun video!

Streaming video presentation of the 2005 OCLC Symposium - requires IE  (scroll to 2005)

Description from site:
Join Chris Anderson, Editor-in-Chief, Wired Magazine; John Blossom, President and Senior Analyst, Shore Communications; Chuck Richard, Vice-President and Lead Analyst, Outsell; and Nancy Davenport, President, Council on Library and Information Resources (CLIR) for a frank discussion about the implications of Anderson’s noteworthy article on “The Long Tail” from a recent edition of Wired Magazine. This program will challenge your assumptions about libraries’ collections, their uses and future, and will encourage you to make as much library content as possible visible on the open Web.

 

 

Lorcan Dempsey in D-LIB

The Long Tail blog

The original article from Wired