Application of Long Tail Theory in Digital Bookstores

Abstract

Objective: This research aims to explore the applicability of the long-tail theory within the context of electronic bookstores, using the Taaghche bookstore (Taaghche.com) as the main study case. The long-tail theory posits that cultural products, especially books with low sales but wide variation, occupy the tail of the distribution, while high-selling items with limited variation are situated at the head of the distribution. The objective of this research is to demonstrate that as the tail becomes heavier, there is an increase in variation among low-sales products. Furthermore, it posits that the revenue generated from the tail could equal or even surpass the income from the head of the distribution.Methodology: This research relies on quantitative data and employs an analytical survey method for analysis. The sample, drawn from the Taaghche electronic bookstore, consists of literature storybooks that are generally well-received. The data was collected in collaboration with Taaghche and subjected to statistical analysis.Findings: The results indicate that as the number of books increases, the long-tail distribution becomes a more appropriate fit. Furthermore, by identifying the point where sales rates in the head and tail are equal, the tail of the plot lengthens and approximates the 98 percent Anderson rule. This suggests that 98 percent of the books have been sold at least once a year.Conclusion: The results present a counter-example to the Pareto principle, which suggests that an increase in the number of available books leads to increased sales of other books. It is recommended that electronic bookstores expand their range of books, as this has a positive and direct impact on the visibility of other books. The findings clearly demonstrate that increasing the number of books not only creates a long tail in sales but also enhances the visibility of other available books, which is an intriguing observation. Generally, it can be inferred that as the number of books in an electronic bookstore increases, the findings align more closely with the long tail principle. Achieving the long tail implies an increase in the variety of books, which benefits the readership. Given today’s technological advancements and the proliferation of online communication networks and electronic bookstores, many limitations of physical bookstores, such as product storage space and accessibility, have been reduced. This development allows people worldwide, with diverse interests, tastes, and fields of study, to access electronic bookstores in the shortest possible time. Now that electronic bookstores are not constrained by physical space for book storage, it is advantageous to collaborate with publishers to expand the diversity of their books as much as possible, ensuring the satisfaction and welfare of a broader audience.

Keywords

• long tail theory
• electronic book
• book publishing industry
• e-book store