Rethinking the Long Tail Theory: How to Define ‘Hits’ and ‘Niches’ September 16, 2009 • 10 min read The Long Tail theory suggests that the Internet drives demand away from hit products with mass appeal, and directs that demand to more obscure niche offerings. Yet a new research paper by Wharton professor Serguei Netessine and doctoral student Tom F. Tan challenges that theory using data from the m