The following was written in 2013 and was an examination of the book, The Long Tail: Why the Future of Business is Selling Less of More by Chris Anderson, for my Creative Writing degree program at Full Sail University. It explores ways of reaching niche audiences and the benefits of reputation economy. If you don’t know what “the long tail” is, click here to see my Youtube post for an explanation! The questions in bold were questions provided by my instructor at the time. The assignment was to provide answers from the book and industry examples supporting the excerpts I chose. I’m posting this here now, hoping that my work might help others. Chris Anderson’s book really changed the way I look at my own work and the industry and I think everyone should read his work!
- The Internet and digital storage has created a nearly infinite shelf space for all media types, but it has also given the tools of production to anyone with a laptop computer. In this new world of super-abundance how will writers distinguish themselves and their work?
Writers can distinguish themselves by targeting their writing, publishing, and distribution efforts to niche audiences. Understanding how to effectively sell and/or advertise one’s work is understanding the vast diversity that is the Internet. Many people surf the Internet, but not everyone goes to the same places online. Those primarily interested in science and history for instance, are very likely to frequent accurate scientific and historical wikis, forums, and blogs. Conversely, they are less likely to visit sites about video games, childcare, or car customization. That isn’t to say that these Internet users won’t web surf based on their other interests, but the point is to target your audience, and if you were writing a science or historical based work, you would seek to distribute and promote your writing at the places these Internet users frequent for such things.
The pitfall of many writers is failing to capitalize on new and effective Internet tools to distinguish themselves. It is true that there are many easy methods to publish and distribute, but there are other frontiers that can help increase your visibility with potential readers. Video can be a quick and dirty way to get readers to visualize the basic premise, setting, and genre of your story. Music is prolific on the internet, and offering a free download of a song you commissioned from a musician with information about your book or author website can spread very quickly. Social networks have also provided a way to connect with people outside of your personal circle with the use of hash tags, categories, and other special filters. Writers need never restrict themselves in how they wish to promote and distribute their work. For new authors especially, Chris Anderson (2008) writes:
From filmmakers to bloggers, producers of all sorts that start in the Tail with few expectations of commercial success can afford to take chances. They’re willing to take more risks, because they have less to lose. There’s no need for permission, a business plan, or even capital. The tools of creativity are now cheap, and talent is more widely distributed than we know. Seen this way, the Long Tail promises to become the crucible of creativity, a place where ideas form and grow before evolving into commercial form. (p. 78)
Given this awareness, writers looking to be seen and heard in the super-abundance should not be afraid to try out new and experimental methods.
- Discuss the importance of Exposure Culture, the Wisdom of Crowds and how they relate to the use Filters in creating successful media ventures.
The Wisdom of Crowds was actually a book written some two hundred years ago by James Surowiecki about how the many can be smarter than the few. Anderson discusses this idea, using examples such as Wikipedia, and how the online encyclopedia’s constant growth and adaptation has both its upside—and its downside. On the macroscale, the results of instant updates to a staggering number of articles in real time shows how Wikipedia leaves such works as the Encyclopedia Britannica in the dust. But on the microscale, the accuracy of such articles and the risk of vandalism is the tradeoff for such emergent information.
The wisdom of crowds thrives on probabilistic systems as they “can scale nicely both in breadth and depth.” (Anderson, 2008, p. 69) The important thing to remember is that anything taken from these systems (be this a Google search or a book review) should be taken with a grain of salt. Such results, like Wikipedia, should be the first source of information, not the last. But there is a need for such trailheads in the infinite shelf abundance of the Internet, and this is why filters use such emergent information to help guide users and/or customers to products further down the tail.
Here is where exposure culture relates to the wisdom of crowds and search filters. Tim Wu of Columbia University is quoted by Anderson (2008) in The Longer Long Tail:
The exposure culture reflects a philosophy on the web, in which getting noticed is everything […] and at the center of this exposure culture is the almighty search engine. If your site is easy to find on Google, you don’t sue—you celebrate. (p. 74)
Exposure culture relies on the wisdom of crowds to influence the emergent information used by filters to get noticed. Without the wisdom of crowds, filters would be consulting old data and attempting to apply it to an unreceptive audience. Search engines, recommendation systems, and customer data must have constant feedback on Internet trends in order to best serve their users.
With proper attention and research, a person can observe these trends and take advantage of them to better promote their work, therefor ensuring that they take a more active role in exposure culture rather than a reactive role. A person can achieve maximum effectiveness for their media venture if they research top searches, hash tags, categories, and popular purchases within a certain frame of time. Sometimes, capitalizing on such information must be done within a certain period, especially for volatile trends, lest the window of opportunity closes.
- Cite an example from the text or other reading that exemplifies what you feel is the most important trend identified or illuminated in The Longer Long Tail.
In The Longer Long Tail Chris Anderson (2008) writes:
Why do they do it? Why does anyone create something of value (from an encyclopedia entry to an astronomical observation) without a business plan or even the prospect of a paycheck? The question is a key one to understanding the Long Tail, partly because so much of what populates the curve does not start with commercial aim […] One economic model doesn’t fit all. You can think of the Long Tail starting as a traditional monetary economy at the head and ending in a non-monetary economy in the tail. In between the two, it’s a mixture of both. (p. 73)
Anderson (2008) also writes:
[…] there is a coin of the realm that can be every bit as motivating as money: reputation. Measured by the amount of attention a product attracts, reputation can be converted into other things of value: jobs, tenure, audiences, and lucrative efforts of all sorts. (p. 74)
Given my personal experiences, these passages highlight the most important trends illuminated in The Longer Long Tail for me. Before joining Full Sail University, I had already begun my own journey as an amateur author publishing my original work for free online. I was attempting to build a reputation for myself, to gain recognition among the audiences I was targeting, because I knew there were others like me who wanted the sort of stories I wrote. When I explained to family, friends, or fellow writers what it was I was doing, the question always came—“Why are you giving your work away for free? Why are you throwing out all that hard work?” To them, my efforts seemed wasteful and shortsighted. Since I wasn’t making any money off of it, I had to struggle for a long time to convince those close to me that what I was doing was worthwhile.
Reading those words from Chris Anderson felt like having everything I worked for validated by someone who knew about economics, and not just knew it about it, but made it their life. I’d never been able to put in a satisfactory way why it was I was doing free online writing, because every explanation I tried seemed to make others doubtful or uncertain as to what it really meant. Anderson sums it up very nicely, and even comes up with a phrase to adequately describe the trend: reputation economy. The idea that a person could build their reputation to the point that it creates opportunities was something I’d always hoped for. Now I don’t hope for it, I work toward it.
But Anderson acknowledges that this isn’t a perfect fit for every product, a fact I agree with wholeheartedly. Not all of my works are a good fit for free publication and distribution, and I mean to submit these stories through more conventional channels. Yet I have no regrets for the decisions I have made regarding my writing so far. I now have an established audience and I have fellow writers that I have networked with. I have learned many of the tools and methods necessary to build a proper Internet presence given the paths I have taken. Many writers lack these skills, and I have the reputation economy to thank for teaching them to me. Now if anyone asks, I can tell them so, in no uncertain terms!
- How do you see immersion and interactivity changing the role of writers in the entertainment marketplace and how will you adapt to this phenomenon?
In the past, a writer’s work was very much like a brick-and-mortar store. The product, in this case the writing, was put out to market. Customers, in this case the readers, would acquire the work and read it. After reading it, their opinions were published in newspapers, and in the early days of the Internet, personal websites like Geocites (before the arrival of blogs). Any feedback a writer would get about a work would be after the act of publishing it. Even if new editions were released, the work largely remained the same—meaning major plot points and characters did not deviate too far from the original publication. Writers also chose their writing projects alone, based on their observations of the market (which before Web 2.0 was slow to adapt to immediate reader demand.)
However with the Internet now allowing for individuals to not just passively consume content, but instantly interact with it, this is no longer the case. Even reader reviews are subject to feedback. Blogs allow for readers to directly comment on content and have others view their comments and respond to those. Google Drive has the capability of allowing anyone with access to view a document being typed live, comment on it, highlight passages, and in some cases (if authorized) to edit the document directly. Silvia Hartmann wrote the first complete draft of her novel, The Dragon Lords, live on Google Drive. (“Author Writes A,” 2012) The manuscript is no longer available, but for a limited time, Hartmann’s fans could watch the story unfold live before them, and interact directly with the author as she worked. (Hartmann, 2012)
Another example of interactivity and immersion comes from an indie author and television writer, known online as MCM, who in 2009 wrote a novel in three days with a document fans could see updated live. (MCM, 2009) He barely slept, and even made it a highlight of his event to take pictures of himself at regular intervals to show how he was being physically affected. There was an ongoing chat as well as polls where people could participate in such things as choosing character names. 2009 was the first year I joined the weblit community, and so I was able to witness this event happen live. MCM described this form of writing as a sort of “performance writing” and given what I saw, I agree with him. (MCM, “3D1D Wrap” 2009) The focus of the project was still the writing, but MCM found a way to layer a new form of entertainment over it that got audiences involved. His novel, Typhoon, was completed, and is now edited and available on the market. Since I’ve seen this done, I’ve always wanted to try it myself.
Another author, known as T Campbell online, has worked on at least twelve web comics in his career as a comic writer. Penny & Aggie, a high school epic that spanned seven years until its completion in August 2011 (Campbell), was very popular with web comic fans. Campbell, who had dabbled in writing prose shorts featuring the comic’s characters, decided to explore storytelling on Twitter using one of the comic’s more popular characters, Sara. To do this, Campbell created a dummy account where he tweeted as Sara, creating a first person short story. Other characters, whom he also made Twitter accounts for, responded to these tweets, and readers could view the story unfold in real time and respond. The original tweets have been lost as the accounts Campbell created for the purpose of the story were deleted, but other writers, like those for the web series The Lizzie Bennet Diaries, have also used the power of social media in this way for storytelling. (“The Lizzie Bennet Character”; Green & Su, 2012) This method is usually in combination with other media and websites, such as YouTube or Pinterest, and has come to be known as transmedia.
Silvia Hartmann, MCM, T Campbell, Hank Green, and Bernie Su (the latter two being the creators of The Lizzie Bennet Diaries) provide great examples of how creators can use different tools on the Internet to create, publish, and distribute their work. I’ve long since wished to launch an interactive project in which readers could directly engage with me and the story. I may do a live writing event, such as MCM, or perhaps a transmedia project, like The Lizzie Bennet Diaries, or perhaps a new tool will be made available and allow me to do something completely new. Until then, I like writing and sharing my work online. I even make my incomplete drafts available for viewing and feedback on Google Drive. I believe I will have the time for something larger and more intensive after I graduate from Full Sail University, and I look forward to the experience.
- Anderson, C. (2008). The longer long tail. (1st ed.). New York, NY: Hyperion.
- Campbell, T. (n.d.). Penny & aggie. Retrieved from http://www.pennyandaggie.com/
- Green, H., & Su, B. (2012, April 09). The lizzie bennet diaries. Retrieved from http://www.lizziebennet.com/
- Hartmann, S. (2012, November 11). [Web log message]. Retrieved from https://docs.google.com/document/d/1AwxZlO1uVnFFKh_NWAlZ78oK2c5gxzvVCfrYbe7EOE8/edit?pli=1
- Lizzie bennet character twitter account. (n.d.). Retrieved from https://twitter.com/TheLizzieBennet
- (2009, September 28). [Web log message]. Retrieved from http://1889.ca/2009/09/3d1d-the-premise/
- (2009, October 09). [Web log message]. Retrieved from http://1889.ca/2009/10/3d1d-wrap-up/
- [Web log message]. (2012, September 20). Retrieved from http://blog.digitalmarketer.com/inbound-marketing/author-writes-a-novel-in-real-time-on-google-docs/