When an acquaintance self-published a book of poetry a few years back, I was surprised–and impressed–when I found that I could buy a copy on Amazon. Late to the online marketplace, I thought Amazon only offered best sellers at deep discounts. I had no idea of its vast inventory, nor that its inventory extended beyond books, CDs and videos.

Over the years I visited Amazon a bit more frequently–still drawn by the lower prices. As I began to develop a profile, Amazon’s list of “other books I might like” grew longer and started to catch my attention. I realized it was marketing genius, but I couldn’t help but be intrigued with some of the more obscure titles it introduced to me. Since then I have contributed significantly to “long tail” statistics without even knowing the theory existed. It is only after reading Chris Anderson’s “The Long Tail” that I have become familiar with this concept.

It is interesting to note that just as consumers had news delivered to them based on the choices of a few editors, consumers had products delivered to them based on the choices of a few merchants. But now, as customers engage in conversations with the expanding definition of “media” that provide news and information, Anderson describes the (not so) new marketplace where consumers also have a conversation, letting merchants know exactly what we want to buy. The public is no longer limited to reading, hearing or buying what someone else believes is newsworthy, trendy, hot or important. We live in a world of instant gratification made possible by 24/7 Internet access that delivers us to sites offering an endless supply of books, movies, news, music and anything else you can think of.

Reaching the mass market used to be the ultimate goal. Anderson closes Chapter 2 with this sentence: “We are turning from a mass market back into a niche nation, defined now not by our geography but by our interests.” The ultimate goal of the future may be how many niche interests you subscribe to.