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Nice point :), I think a decent example of someone trying to link entertainment media minus contained local environments, and www would be Nike.
Nike’s, recognition that it needs to get consumers' attention in entirely new ways led it to consider the true potential of the www. Nike was forced to be innovative after Adidas got an exclusive World Cup deal to broadcast ads in the U.S.
By monitoring conversations on social networking sites and blogs, Nike sensed an opportunity to try something new. They created The Joga.com, a social networking site. Nike started feeding video clips that highlight Nike-sponsored soccer players onto popular video sharing sites. It created JogaTV, a virtual soccer TV station, where it releases a new video clip every few days and fans can upload their own clips.

Nike claims to have reached their World Cup goal of signing up 1 million members by mid-July, when the tournament ended

Michael Takasaki

There was a nicely-written review in The New Yorker a few weeks ago of "The Long Tail," the book that grew out of the Wired article. While acknowledging the validity of Anderson's argument, it also points out a couple of blind spots.


Jason Oke

Yeah the New Yorker piece is a good, balanced look at this idea. But despite the blind spots I think the Long Tail is one of the most important factors affecting retail today. And I think there's a huge lesson to be learned here for a lot of the clients we work with.

I believe there's an untapped long tail for packaged goods brands as well by leveraging customization. Our clients think in mass production terms, but if they could figure out a way to let people customize their packaging a bit, there could be a huge niche long-tail business. If people could buy a box of cereal or a tin of mints with a picture of themselves, or their kids, their team, their wedding party, etc on it, I think there could be a huge market. Look at the success of Jones Soda, for example. And you have to think there isn't a ton of organic growth left in most mature packaged goods markets.

We've talked about this with a few clients, and mostly met with shrugs so far, because they are trapped in a mass mentality and can't see why someone would pay more than a dollar or two for their products, and think customization would mess up the production line efficiencies. But I think that misses the point - people might pay a huge premium for a customized package, because they're not buying the product anymore, they're paying for the novelty of their picture on something. The economics are entirely different if you can charge $10 or $20 for a box of cereal.

ps the Carmen Electra/Dave Navarro thing made me laugh out loud. Nice.

Michael Takasaki

Absolutely agree with you, Jason, on how good overall the article is and how valid the points it raises are. Actually, I thought the most interesting part of the New Yorker review was the very brief mention of what the blockbuster and the long tail do to the things in the middle. Wish that he could have elaborated on that more, if only out of personal interest, as that's where my tastes often seem to lie.

It'll be very interesting to see how the mass customization of packaged goods works when it does actually work. Didn't Labatt and Canada Post both try it and not do so well? Perhaps this is, as you say, a reflection of the mass mentality and the inability to make a meaningful commitment to the idea.

And I too was very amused by the Electra/Navarro link, although I thought the news was one of the few rays of hope this week.

wine bottle bags

The big box retailers are driving packaging procedures and policies at retail.

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