尾巴还是没有尾巴?长尾理论在德国网络媒体市场的适用性[j]—长尾理论外文翻译资料

Tail or no Tail? Applicability of the Long Tail Theory to the German Online Media Market Ceacute;line Fabienne Kampes

LONG TAIL THEORY

The Long Tail concept serves as a theory explaining structural market changes with optimized economic efficiency and business model innovations in the online market environment (Hindman, 2009). The Long Tail theory is almost exclu-sively associated with increasing product portfolios offered in digital markets, which lead, ranked by demand-induced economic indices like sales or media reach, to the visual idea of long tails of products (Hindman, 2009; Napoli, 2019). The lower-demanded niche offerings accumulate to form a significant amount of market demand and profit (Anderson, 2008; Hinz et al., 2011; Napoli, 2019). However, the Long Tail theory is not only about a shift from demand for hit offerings to niche offerings (Peltier et al., 2016). The theory manifests in four central characteristics, which are expressed differently according to whether the offerings are assigned to the long tail (niche offerings) or not (hit offerings). Figure 1 highlights the differences between the demand curve in markets domi-nated by a Pareto distribution (solid black line) and online markets characterized by the Long Tail (dashed black line). For the latter, the market structure differs from the Pareto distribution in four main facets, which form the characteristics of the Long Tail and are numerated in Figure 1.

VARIETY INCREASE

Variety, consisting of the total number of offerings, strongly increases (hori-zontal axis).A few hits that sell better than most of the other offered prod-ucts dominate the market structure.However, the number of offerings withlow economic returns (e.g. music downloads, sales of products, media reachfor advertising-based websites) increases. Cumulatively, the long tail consistsof a large number of products, which represent a low proportion of economicreturn individually, but together constitute a significant market (Hinz et al.,2011; Napoli,2019).Although hits still dominate the market (Anderson, 2008),the online market environment transmits more(niche) products to a (larger)audience than do offline media (Smyrnaios et al., 2010).

CONCURRENT CONCENTRATION INCREASE AND DECREASE

Concentration between hit and niche offerings within the demand curve evolvesin opposing directions: Based on the media reach per offering, the concentra-tion of offerings amongst hits increases, whereas it decreases in the long tail(Eisenegger, 2017).

PROFITABILITY LIMIT DECREASE

Within the online market environment, the costs involved in providing (niche)offerings invariably decrease (Anderson, 2008).Consequently, it is possibleto capitalize in the long tail and receive an economic return from niche offer-ings. Economic scarcity shifts to the advantage of new media offerings througha falling profitability limit: The long tail is within economic reach (Hindman,2009; Hinz et al., 2011).

NICHE MARKET SHARE INCREASE

On an individual basis, niche offerings only account for a small amount of market demand. Nevertheless, their aggregated market share increases from a longitu-dinal perspective. Compared to the Pareto principle, the demand curve flatten: Whereas hits are becoming relatively less popular, the long tail is gaining rela-tively more popularity, so that on the aggregated level, niche offerings constitute a market rival (Anderson, 2008).

ONLINE MEDIA MARKET ENVIRONMENT

None of the aforementioned Long Tail characteristics arise if the online market environment has not democratized in three ways referring to supply and demand: first, by easing the conditions of production, second, by democratizing distribu-tion (costs), and third, by uniquely connecting supply and demand (Anderson, 2008; Brynjolfsson et al., 2011; Elberse, 2008; Huang amp; Wang, 2014; Stanyer, 2010). These affect market supply and demand in a manner comparable to the concealed underwater part of an iceberg. Market providers are encouraged to benefit from decreasing first-copy costs, reduced costs for reproduction (economies of scale) and product portfolio extension (economies of scope) by increasing their product portfolio of offerings in a market that no longer has any regional limitation (Huang amp; Wang, 2014; von Rimscha, 2020). For the online music industry, Anderson depicts a clear picture of production, distribution and search costs, all running against zero (Anderson, 2008). But is this democratized market environment equally applicable to online media offerings?

The online environment for media offerings can create new economic efficien-cies in creation, distribution, and marketing (Huang amp; Wang, 2014). Diversifying, bundling and distributing online media product portfolios is more cost-effective than ever. However, there are major differences between the product charac-teristics in the music industry and media market for information offerings and within the latter, which influence the efficiency of its reduced online market barriers (Napoli, 2019). This prevents an undifferentiated transfer of the Long Tail theory, which can be brought down to one major denominator: first-copy costs. While additional content may be provided at little or no cost, which is beneficial for the variety of media offerings (Foust, 2017; Smyrnaios et al., 2010), several conditions influence the supply-cost structure and thus the economic level of the democratized online media market environment.

First, the online media market is fast-moving in terms of the topicality and lifespan of online media offerings. Fixed costs of unit creation cannot depre-ciate over years, which would indeed reinforce the Long Tail effect horizontally (Smyrnaios et al., 2010). The longevity of media offerings in the online environ-ment is even shorter than that of offline media offerings like daily newspapers or daily evening newscasts, resulting in a race f

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Tail or no Tail? Applicability of the Long Tail Theory to the German Online Media Market Ceacute;line Fabienne Kampes

LONG TAIL THEORY

The Long Tail concept serves as a theory explaining structural market changes with optimized economic efficiency and business model innovations in the online market environment (Hindman, 2009). The Long Tail theory is almost exclu-sively associated with increasing product portfolios offered in digital markets, which lead, ranked by demand-induced economic indices like sales or media reach, to the visual idea of long tails of products (Hindman, 2009; Napoli, 2019). The lower-demanded niche offerings accumulate to form a significant amount of market demand and profit (Anderson, 2008; Hinz et al., 2011; Napoli, 2019). However, the Long Tail theory is not only about a shift from demand for hit offerings to niche offerings (Peltier et al., 2016). The theory manifests in four central characteristics, which are expressed differently according to whether the offerings are assigned to the long tail (niche offerings) or not (hit offerings). Figure 1 highlights the differences between the demand curve in markets domi-nated by a Pareto distribution (solid black line) and online markets characterized by the Long Tail (dashed black line). For the latter, the market structure differs from the Pareto distribution in four main facets, which form the characteristics of the Long Tail and are numerated in Figure 1.

VARIETY INCREASE

Variety, consisting of the total number of offerings, strongly increases (hori-zontal axis).A few hits that sell better than most of the other offered prod-ucts dominate the market structure.However, the number of offerings withlow economic returns (e.g. music downloads, sales of products, media reachfor advertising-based websites) increases. Cumulatively, the long tail consistsof a large number of products, which represent a low proportion of economicreturn individually, but together constitute a significant market (Hinz et al.,2011; Napoli,2019).Although hits still dominate the market (Anderson, 2008),the online market environment transmits more(niche) products to a (larger)audience than do offline media (Smyrnaios et al., 2010).

CONCURRENT CONCENTRATION INCREASE AND DECREASE

Concentration between hit and niche offerings within the demand curve evolvesin opposing directions: Based on the media reach per offering, the concentra-tion of offerings amongst hits increases, whereas it decreases in the long tail(Eisenegger, 2017).

PROFITABILITY LIMIT DECREASE

Within the online market environment, the costs involved in providing (niche)offerings invariably decrease (Anderson, 2008).Consequently, it is possibleto capitalize in the long tail and receive an economic return from niche offer-ings. Economic scarcity shifts to the advantage of new media offerings througha falling profitability limit: The long tail is within economic reach (Hindman,2009; Hinz et al., 2011).

NICHE MARKET SHARE INCREASE

On an individual basis, niche offerings only account for a small amount of market demand. Nevertheless, their aggregated market share increases from a longitu-dinal perspective. Compared to the Pareto principle, the demand curve flatten: Whereas hits are becoming relatively less popular, the long tail is gaining rela-tively more popularity, so that on the aggregated level, niche offerings constitute a market rival (Anderson, 2008).

ONLINE MEDIA MARKET ENVIRONMENT

None of the aforementioned Long Tail characteristics arise if the online market environment has not democratized in three ways referring to supply and demand: first, by easing the conditions of production, second, by democratizing distribu-tion (costs), and third, by uniquely connecting supply and demand (Anderson, 2008; Brynjolfsson et al., 2011; Elberse, 2008; Huang amp; Wang, 2014; Stanyer, 2010). These affect market supply and demand in a manner comparable to the concealed underwater part of an iceberg. Market providers are encouraged to benefit from decreasing first-copy costs, reduced costs for reproduction (economies of scale) and product portfolio extension (economies of scope) by increasing their product portfolio of offerings in a market that no longer has any regional limitation (Huang amp; Wang, 2014; von Rimscha, 2020). For the online music industry, Anderson depicts a clear picture of production, distribution and search costs, all running against zero (Anderson, 2008). But is this democratized market environment equally applicable to online media offerings?

The online environment for media offerings can create new economic efficien-cies in creation, distribution, and marketing (Huang amp; Wang, 2014). Diversifying, bundling and distributing online media product portfolios is more cost-effective than ever. However, there are major differences between the product charac-teristics in the music industry and media market for information offerings and within the latter, which influence the efficiency of its reduced online market barriers (Napoli, 2019). This prevents an undifferentiated transfer of the Long Tail theory, which can be brought down to one major denominator: first-copy costs. While additional content may be provided at little or no cost, which is beneficial for the variety of media offerings (Foust, 2017; Smyrnaios et al., 2010), several conditions influence the supply-cost structure and thus the economic level of the democratized online media market environment.

First, the online media market is fast-moving in terms of the topicality and lifespan of online media offerings. Fixed costs of unit creation cannot depre-ciate over years, which would indeed reinforce the Long Tail effect horizontally (Smyrnaios et al., 2010). The longevity of media offerings in the online environ-ment is even shorter than that of offline media offerings like daily newspapers or daily evening newscasts, resulting in a race f

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