The Long Tail/Anderson 174-180

180 The Long Tail is nothing more than infinite choice. Abundant, cheap distribution means abundant, cheap, and unlimited variety—and that means that audience tends to distribute as widely as the choice.

181 The result is that more and more individuals, who had been using only the (generic) mass medium because that’s all they had, have gravitated to these specialty publications, channels, or web channels, or websites. More and more use the mass medium less and less. And more and more will soon be most. The individuals haven’t changed; they’ve always been fragmented. What’s changing is their media habits. They’re now simply satisfying the fragmented interests that they’ve always had. There are as many fragments as there are individuals. Always have been and always will be.