Abstract

Kam­pes, C. F. (2020). Tail or no Tail? App­li­ca­bi­li­ty of the Long Tail Theo­ry to the Ger­man Online Media Mar­ket. Cen­tral Euro­pean Jour­nal of Com­mu­ni­ca­ti­on 13 (3).

The Long Tail theo­ry ser­ves as an explana­ti­on for mar­ket chan­ge trig­ge­red through evol­ving online mar­ket con­di­ti­ons. Howe­ver, it is often refer­red to without empi­ri­cal vali­da­ti­on, or with incon­sis­tent fin­dings on its app­li­ca­bi­li­ty. The­re­fo­re, this paper ana­ly­ses the app­li­ca­bi­li­ty of the Long Tail theo­ry to Ger­man online media offe­rings as of 2014 and 2016, focu­sing on offe­rings that ser­ve infor­ma­ti­on pur­po­ses (infor­ma­ti­on offe­rings). Based on a uni­que data­set of com­mer­cial­ly ori­en­ted online media offe­rings (Lon­gi­tu­di­nal Inter­me­diaP­lus 2014–2016), an ana­ly­sis for three Long Tail cha­rac­te­ris­tics (varie­ty incre­a­se, oppo­sing con­cen­tra­ti­on bet­ween hit and niche offe­rings and niche mar­ket share incre­a­se) is con­duc­ted. By addi­tio­nal­ly dis­tin­guis­hing bet­ween poli­ti­cal and enter­tain­ment-ori­en­ted infor­ma­ti­on offe­rings as bounda­ries of demo­cra­ti­zed online mar­ket con­di­ti­ons the ana­ly­sis reve­als that the Long Tail theo­ry is not ful­ly app­li­ca­ble to any mar­ket sam­ple, and espe­cial­ly not to poli­ti­cal­ly ori­en­ted offerings.