The Long Tail Theory

The phrase 'The Long Tail' was first created in 2006 by Chris Anderson, to describe certain businesses and economic models such as Amazon.com or Netflix. He described the effects of The Long Tail on current and future businesses. 
       Anderson stated that products which are low in demand can make up a market share that rivals or exceeds the few bestsellers or blockbusters, if the store is large enough. 'The Long Tail' is a potential market as he long tail market is enabled by the distribution and sales the internet creates. 
       'The Long Tail' theory has the potential to threaten a lot of established businesses, which is clear through the administration of HMV and Blockbuster. These businesses can only offer the most popular products in store, due to the cost of storage, therefore this results in a smaller target audience. That can in turn, reduce the demand for the most popular products.