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24/04/07

We’re all dupes

Phenomenally stimulating and provocative article in the NY Times, analysing, in a post-longtail way, why

How could it be that industry executives rejected, passed over or even disparaged smash hits like “Star Wars,” “Harry Potter” and the Beatles, even as many of their most confident bets turned out to be flops? … Conventional marketing wisdom holds that predicting success in cultural markets is mostly a matter of anticipating the preferences of the millions of individual people who participate in them. From this common-sense observation, it follows that if the experts could only figure out what it was about, say, the music, songwriting and packaging of Norah Jones that appealed to so many fans, they ought to be able to replicate it at will. And indeed that’s pretty much what they try to do. That they fail so frequently implies either that they aren’t studying their own successes carefully enough or that they are not paying sufficiently close attention to the changing preferences of their audience.

Posted by Peter Collingridge in Long Tail, Publishing, Web.

More Links, mainly design, April 2007 // Long Tail Paperback site launches

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