Chris Anderson’s first book The Long Tail, propelled the Wired Magazine editor from respected tech maven to innovative business book writer. His first book, published in 2007, took an in depth look at the way the internet has disrupted the recorded entertainment market. Looking particularly at the music and book industries Anderson examined the ability of niche products to reach a large enough audience to be highly profitable. With nothing but a simple analysis of how many more books Amazon can sell than your average (if it hasn’t already been shuttered) neighbourhood book shop he expertly illustrates how the retail rules most of us grew up with no longer apply.
Chris Anderson’s latest book is no less thought provoking. The full title, “Free: The Future of a Radical Price: The Economics of Abundance and Why Zero Pricing Is Changing the Face of Business” might not roll off the tongue but it does lay out pretty clearly what the book looks to tackle. Kicking off the book with an interesting study of how free gained its place in the marketing arsenal, popularised by the likes of King Gillette with his revolutionary safety razor.
My trips up and down the escalators to the Tube every morning changed slightly over the weekend with all the standard theatre posters being replaced with Christmas themed versions.
It’s the first time I’ve been in London for an extended period this close to Christmas but it does make perfect sense that West End producers are bumping up their advertising campaigns and planting the idea of a West End show Christmas treat in the minds of consumers. The number of high budget, highly advertised shows around London has also spiked in the run up to the festive period with Peter Pan transfering it’s tent from Kensington Gardens to the O2 arena. Panto is of course the other market factor to contend with as regional theatres just outside London, local to the train season ticket toting, high earning commuters who arrive in the city centre every morning.