Citation
Should you invest in the long tail?
TL;DR
Hits remain disproportionately important in digital
Empirical challenge to the long tail thesis arguing that hits remain disproportionately important even in digital markets. Provides counterbalance to Anderson's optimism about tail profitability.
Important for balanced understanding - while digital enables serving tail, head concentration may actually intensify rather than diminish in digital environments.
Key Findings from Elberse (2008)
- Hits remain disproportionately important in digital
- Head concentration may be increasing not decreasing
- Long tail exists but may not be as profitable as claimed
- Marketing still concentrated on hits