The Long Tail Theory

Chris Anderson's website = http://www.longtail.com/about.html

The Long Tail theory was published in an article in 'Wired' magazine by the editor and theorist Chris Anderson in 2004, who then went on to publish a book on this theory in 2006. The Long Tail theory outlines how media has changed due to the internet, resulting in a huge number of niches now being available, additionally to the mainstream hits. Niche products being sold via the internet results in less shelf space being used, therefore saving money.