One of the challenges of working in digital media is feeling like a blind man. You can hear, smell, taste the changes happening around you–but it always feels like you’re missing part of the equation; where is this going, what is happening next, what is at the horizon line? That’s how most of us who are honest about it feel anyway. It took a visit from Chris Anderson, Editor of Wired magazine to the Lab to discuss his latest book to provide some comfort.
In the same way that his first book, “The Long Tail” helped many business people as well as digerati marketers grasp the power of the niche market that developed as a result of the incredible thing we call the Internet, his second book, “Free” aims to help us all understand evolving economic models, since many of the items in our bag of tricks don’t seem to be working the way they used to. Continue reading “Is it the age of the free lunch?”
Welcome to the new ADVANCE format. We are constantly striving to make our emerging media content easier to use, and optimizing for content portability. We hope the re-design of our newsletter will contribute to this (let us know what you think).
Our team is working to create a virtual space that is as exciting as our state-of-the-art, physical space in Los Angeles. From daily blogs and monthly newsletters, to expert P.O.V.s and white papers, we provide in-depth marketing insight and emerging media know-how to leverage in your business. One topic that got us talking and the blogs wagging this month is a new study refuting Chris Anderson’s “Long Tail” theory, which captured the online world’s hopes for the niche market. Here’s what two members of our team have to say about the study:
“The biggest problem with Chris Anderson’s Long Tail theory is its proponents violated its most basic tenet—that is, they made it bigger than it really is. Continue reading “ADVANCE and the ‘Long Tail’ revisited”