According to Harvard associate professor Anita Elberse the The Long Tail popularized by Chris Anderson is flawed. It was a compelling idea: In the digitized world, there’s more money to be made in niche offerings than in blockbusters. The data tell a different story. The report analyzes the implications for retailers and marketers and how they can prosper from the phenomenon.

1. The Shape of Consumption
2. A Taste for Obscurity?
3. Implications for Strategy
4. Advice to Producers
5. Advice to Retailers
6. Who Will Prosper?

Related: Turning The Long Tail Into The Big Tail