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Donald D Kummerfeld

Background: president of International Federation of the Periodical Press

Published on December 2, 2007



Donald D Kummerfeld

Reading: "The Long Tail" by Chris Anderson

It’s a book about marketing in the future and written by Chris Anderson, who’s the editor of Wired magazine. His thesis is that there will be fewer mass market products because of the proliferation of products around the world. The way of the future is that there will be fewer sales of products, with products sold over a long period of time rather than all the sales being immediate. I like it because it offers new marketing ideas. The book is also a peek into the future, you know, and explains what’s happening as a result of the proliferation of products, proliferation of marketing choices and fragmentation of products and media. So many products, so many choices, and how this is going to affect marketing in the future because marketing has become much more focused on selling a few items over a long period of time. That’s the long tail.”


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