Which of the following illustrates the theory of the "long tail?"
A) The vast increase in the number of media messages and channels that have very small audiences.
B) The vast decrease in the number of media organizations.
C) The manner in which mainstream organizations are influenced by small, start-up media organizations.
D) The observation that the proportion of disposable income spent on media has remained relatively constant over time.

Question

Quizplus · Accepted Answer

The "long tail" theory, proposed by Chris Anderson, suggests that our economy and culture are increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and moving toward a huge number of niches in the tail. Choice A, which mentions the increase in the number of media messages and channels with very small audiences, directly reflects this concept by illustrating how digital technology has enabled a vast array of niche markets to emerge, each catering to specific interests.

Which of the Following Illustrates the Theory of the "Long