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Application of the Long Tail Economy to the Online News Market: Examining Predictors of Market Performance

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  • J. Sonia Huang
  • Wei-Ching Wang

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.

Suggested Citation

  • J. Sonia Huang & Wei-Ching Wang, 2014. "Application of the Long Tail Economy to the Online News Market: Examining Predictors of Market Performance," Journal of Media Economics, Taylor & Francis Journals, vol. 27(3), pages 158-176, September.
    • Handle: RePEc:taf:jmedec:v:27:y:2014:i:3:p:158-176
    DOI: 10.1080/08997764.2014.931860
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    Cited by:

    1. George Tsourvakas & Kyriakos Riskos, 2018. "Emergent Success Factors for Entrepreneurial E-media Companies," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 4(2), pages 101-120, July.
    2. Razzaq, Asif & Yang, Xiaodong, 2023. "Digital finance and green growth in China: Appraising inclusive digital finance using web crawler technology and big data," Technological Forecasting and Social Change, Elsevier, vol. 188(C).

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