This doesn’t need to be a long post at all to make a very simple point and express it in contemporary marketing terms.
Advertising follows the long tail to a fault And that’s exactly the problem.
Advertising does not work against the long tail methodology. New Marketing might, but advertising does not i.e. big bang short-lived launch with limited follow-through.
So there you have it.
Forget the long tail of advertising and instead, explore and embrace the “short head.”
What do you think about that, Chris Anderson?