By Frank Reed. An article in today’s Wall Street Journal by Lee Gomes the Long Tail theory popularized by Chris Anderson’s book “The Long Tail” in 2006 there is now a pretty prominent player saying “Wait a minute now…..is this for real?” The Harvard Business Review has published a study that questions whether this theory actually holds water. Anita Elberse, is a marketing professor at Harvard Business School and in her writing she doesn’t seem as comfortable with handing the mantle of all future economic models to the long tail theory. Elberse simply states that when looking at online buying patterns of people renting movies and purchasing music are the same as those who buy offline. What?! How are we going to survive as search marketers if the long tail is a myth? Well, hold on just minute before the baby AND the bath water...
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