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How PR Sparked the Long Tail

Keith O’Brien puts the origin of the Long Tail on the record in the new issue of PR Week:

“For instance, Robbie Vann-Adibé, then CEO of Ecast, told Wired that 99% of the top 10,000 tracks on Ecast jukeboxes are played at least once a month. And since storage costs are negligible, the company earns its revenue as much from the lesser-played tracks as the platinum singles…

…Eric Schwartzman, MD of Schwartzman & Associates, was the PR representative for Ecast that arranged the meeting for the Wired article.

Schwartzman says his agency experienced the importance of “Long Tail” thinking first-hand – that what generates big buzz is not necessarily going to bring in more revenue.

When he analyzed hits to the agency’s website schwartzmanpr.com, “Britney Spears” was the most popular search term bringing people to the firm’s homepage because of its work for a Britney Spears concert tour.”Consumers interested in Britney Spears are not the right traffic for us,” Schwartzman says. “But looking further down on the keywords, those are where we’re seeing the patterns that get us in front of the right people.”

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