‘Long Tail’ May be Great for Publishing, but Not for Printing. . .Unless Printers Act to Make It Otherwise
In the same interview, Anderson reminds us that the nature of the Internet distribution of information has changed dramatically: “The day when you could shovel your stuff onto the Web site and people would bookmark it and come back are pretty much gone.” Most people visiting sites today are referred from somewhere else. Google has changed the whole concept of branded portals. Audiences can’t be taken for granted, and the serendipitous audience traffic from search engines puts new pressure on communicators to make sure that one visit they might get from that person makes positive, satisfying impression. The search engine phenomenon means that more people are being delivered to a specific web site page, and not to a home or landing page. It also means that site visits are topic-driven and not event-driven. Not that there isn’t interest in news, of course, but the “long tail” looks at news as the daily addition and enhancement of topic-accessed archives.
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- Christopher Anderson