the long tail.

The future is here.

Why a long tail?

OBAMA BOOM

• More thn 10,000 people donated $5 and $10 to Obama on the internet. According to the Washington Post, an Obama spokesman said that “$28 of the $32 million came over the internet. Ninety percent of the online donations were $100 or less; forty percent were $25 or less.”

• January, 2008, 90% of Obama’s online donations were $100 or less and 40% were $25 or less.

OBAMA BOOM

Old Record Store• Each CD slot holds a value

– Ex. $2.00 per slot (Storefront location)

• Store is forced to sell high selling artists to exceed overhead of store.– Limited geographic region around store

limits sales for indie bands.

Amazon.com• Each CD slot holds a value

– Ex. 22 cents per slot (warehouse)

• Store can now afford to sell indie bands.– global geographic region provides

satisfactory demand.

Back To Politics• Old Way of Raising Money

– $5,000 Chicken Dinner• Cost significant dollars• Limited to wealthy people• Cost time for candidate

• Old Way of Raising Money– Direct Mail

• Cost significant dollars• Cost time for donations to return

Back To Politics

“the internets”• New Way of Raising Money

– Low overhead– Instant, cost candidate little time– Enables more to donate small amounts

Higher Ceiling• The more small dollar donors you have,

the more “buy-in” you have.

• Small dollar donors have not reached maximum donation limit.

• They can continue to invest again, and again.

This is it.