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| Tekijä: | McDonald, S. |
| Otsikko: | The long tail and its implications for media audience measurement |
| Lehti: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.313-319 |
| Asiasana: | marketing music distribution market segmentation |
| Vapaa asiasana: | mass marketing audiences media moore's law televison dvd |
| Kieli: | eng |
| Tiivistelmä: | The paper is based on the sensational book by Chris Anderson, which cause a debate in the media business. This paper analyses the questions raised by Anderson in relation to media and its increasingly complicated measurement. The argued issue was whether the future of the media business was likely to be dominated, not by blockbuster hits, but by increasingly microscopic niches? It is known that media companies have always preferred hits, like platinum albums and breakout movies. The findings reveal that whether the claims of Anderson are real; all the three features of the measuring media audiences are likely to change. |
SCIMA