 Application of the Long Tail Economy to the Online News Market: Examining Predictors of Market PerformanceJ. Sonia Huang and Wei-Ching Wang Journal of Media Economics, 2014, vol. 27, issue 3, 158-176 Abstract: The online news market worldwide has met several challenges, one of which is the lack of sustainable business models. The long tail is a concept defined by Chris Anderson to describe a business model used by the majority of Internet firms and ecommerce stores. Is the long tail model crucial to the news media's competitive market capacity today? The study integrates relevant economic concepts of production costs, distribution costs, search costs, and market performance to construct a long tail economy for online news. Using survey, third-party traffic metrics, and content analysis, this study found that the traffic performance of online news sites was significantly impacted by long tail forces, but the impact had not transferred to the news sites' financial performance. The synthesis provides rich explanations of how the long tail economy can be applied to online news to reveal the forces that both drive and constrain its performance. Date: 2014 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:jmedec:v:27:y:2014:i:3:p:158-176 Ordering information: This journal article can be ordered from DOI: 10.1080/08997764.2014.931860 Access Statistics for this article Journal of Media Economics is currently edited by Nodir Adilov More articles in Journal of Media Economics from Taylor & Francis Journals |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.