‘Long Tail’ May be Great for Publishing, but Not for Printing. . .Unless Printers Act to Make It Otherwise

To do that requires that marketers create situations for individuals in microniches to have access to entities that facilitate efficient communications. Sometimes these are events or other promotions. The development of e-communities is an obvious one. Trade associations and users groups are others. Do these entities exist in a manner worth supporting to the ends you need as a marketer? If not, work to create them. This is one of the reasons why public relations has gained in importance in the Internet era.