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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.


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August 2011

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"Addressing The Long Tail: HD2s and HD3s for Fun and Profit"

"Analog radio cannot effectively serve The Long Tail. Broadcasters have had huge success addressing the 80% with widely popular mass market content pushed through our loud speakers. But our economic structure won’t let us take advantage of the few consumers who like reggae or death metal or comedy or mommy talk. You simply cannot program niche formats on analog stations and make the numbers work – listenership and revenue potential are too low to cover capital and operating costs... So go ahead, grab that Long Tail. It will help your station, and help the industry."


"Harvard Business Review: Should You Invest in the Long Tail?"

"Chris Anderson, editor of Wired magazine, argues that the sudden availability of niche offerings more closely tailored to their tastes will lure consumers away from homogenized hits. The 'tail' of the sales distribution curve, he says, will become longer, fatter, and more profitable. Elberse, a professor at Harvard Business School, set out to investigate whether Anderson's long-tail theory is actually playing out in today's markets. She focused on the music and home-video industries -- two markets that Anderson and others frequently hold up as examples of the long tail in action -- reviewing sales data from Nielsen SoundScan, Nielsen VideoScan, the online music service Rhapsody, and the Australian DVD-by-mail service Quickflix. What she found may surprise you: Blockbusters are capturing even more of the market than they used to, and consumers in the tail don't really like niche products much."


So, Bob Struble - even your old Harvard MBA Department debunked your Long Tail. Maybe, Struble should start reading the Harvard Business Review. What a load.

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