Last week’s Economist featured one of the best articles on the new media landscape in a good while. Backed by solid statistics, for once, this article observed a tendency that I and many others have suspected for a long while now: Digitization benefits niche content and blockbusters, rather than the middle category of “near-hits” or “mid-list” titles. What is booming in an Internet-driven marketplace are the two extreme ends of “the long tail”, not the middle bit.
There has been an established term for this floating around on the Net for a while, actually. “The Death Valley problem” refers to how big actors are flourishing and small actors are flourishing while the ones in-between struggle:
Big companies have marketing muscle. They survive by bending the world to their will. Small companies are nimble. They survive by adapting to the world’s dynamism. In between we see a “Death Valley” filled with mid-size companies too small to bend the world, too big to adapt to it.