.. is not in the mass market, but rather the millions of niche markets at the shallow end of the bitstream.
That's the view of Chris Anderson, editor-in-chief of Wired Magazine, who wrote The Long Tail, which first appeared in Wired in October 2004 and will become a book early next year. Get a head start on how you'll use your HDRadio side channels and internet streams in the future, by reading his blog.
How will we use our analog main channel and all the potential other digital channels? Anderson rings true to me when he says "successful aggregators (will) have to have both hits *and* niches. But for aggregators, the community may be more important. He calls this both the 'head' (could be traditional terrestial radio) and the 'tail' (dream this up now, because in the next year or two your company is going to be asking what to do with the niche opportunities).
Could this be one reason why I keep telling all of the personalities I work with to DROP THE EDITORIAL 'WE' and talk to the LISTENER, one at a time? No matter how big your station's cume, from the audience's perspective, you only have one listener.
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