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Monday, July 9, 2007 Introduction: A Brief History of Railroads
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The Long Tail
A Framework forTechnology Literacy
Monday, July 9, 2007
Introduction: A Brief History of Railroads
• Challenges– Inefficient– Expensive
Monday, July 9, 2007
Introduction: A Brief History of Railroads
Monday, July 9, 2007
Introduction: A Brief History of Railroads
• Solutions– Standardization– Collaboration
• Outcomes– Increased Distribution Channels– Efficiencies in Time and Cost
Monday, July 9, 2007
Exploration:Media Consumption in the
Digital Age
Monday, July 9, 2007
Old Media Consumption Model
• Physical Barriers to Distribution(High Transportation and Storage Costs)
• Limited Selection
• Few-to-Many Distribution
Monday, July 9, 2007
Case Study: e-Cast
Monday, July 9, 2007
Case Study: e-Cast• What Percent of Top 100,000 Tracks
Are Played Each Month?– 10%– 20%– 50%– Higher?
Monday, July 9, 2007
Case Study: Rhapsody
Monday, July 9, 2007
Case Study: Rhapsody• What Percent of Rhapsody’s 100,000+
Songs Is Streamed at Least Once a Month?– 100%
• Same for Top 200,000, 300,000, and 400,000 Songs!
• As fast as Rhapsody adds songs, there is an audience for the new tracks
Monday, July 9, 2007
Case Studies: iTunes and Podcasts
Monday, July 9, 2007
The Long Tail
Monday, July 9, 2007
Long Tail in Books• The Average Barnes & Noble carries
130,000 titles• BN.com generates more revenue
from book titles outside of its top 130,000 titles than in the top 130,000 books
Monday, July 9, 2007
Long Tail: Summary• Digital Media Channels Eliminate
Distribution Barriers and Increase Choices• Cross-Referencing, Inquiry-Based
Discovery, Peer-to-Peer, and Automated (AI) Selections Broaden Exposure to New Media(Many-to-Many, Not One-to-Many)
• Digital Distribution Drives Prices to Zero• Make Everything Available (It’s Free!)
Monday, July 9, 2007
So What? Long Tail in Education
• Pre–Long-Tail Challenges• Long Tail on Professional
Development• Long Tail on Professional
Advancement• Long Tail on Instruction• Long Tail on Learning• Applications
Monday, July 9, 2007
Pre–Long-Tail Challenges• High Opportunity Cost• High Cost of Research
(Time and Expense)• Fewer Resource Types and Sources
Monday, July 9, 2007
Long Tail on Professional Development
• Wide Array of Sources• Improved Information Retrieval
– Robust Search– Niche Search– “Pull” Technologies (e.g., RSS)– Intelligent, Social, and Contextual Search
• Reduction in Information Retrieval Time and Costs
• Reduced Opportunity Cost for Publishers
Monday, July 9, 2007
Long Tail on Professional Advancement
• Niche Professional Learning Communities
• Low-Cost and Ubiquitous Publishing Channels (Blogs, Podcasts, Wikis)
• Ease of Networking• Broader, More Diverse Audiences• Faster Distribution• Longer (Chronological) Distribution
Monday, July 9, 2007
Long Tail on Instruction• See Benefits of Long Tail in
Professional Development• Decentralized But Controlled Model
(Peer-to-Peer)• Speed in Research and Preparation
Monday, July 9, 2007
Long Tail on Learning• Diversity of Sources and Choices• Challenge of Discernment• Real-World Information Retrieval
Skills• Faster, Cheaper, More Relevant
Information Retrieval
Monday, July 9, 2007
Applications• Teaching Digital Citizenship,
Responsibility, and Ethics• Historical Context for Learning
(“Uphill Both Ways”)• Comparative Exercises (Old
Information Retrieval Models Versus New)
Monday, July 9, 2007
Questions?
