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September 17, 2006

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Ken Evoy Interviews Chris Anderson, Editor of Wired Magazine, and Author of The Long Tail

Evoy And Anderson Discuss "Long Tail" Ramifications For Small Businesses

Montreal, Quebec, Canada

Ken Evoy, President of, leads a special one-on-one session with Chris Anderson, author of The Long Tail, and Executive Editor of Wired magazine. "It's a rare opportunity to listen to one of the best e-business thinkers today," says Evoy about Anderson. "The Long Tail is an impact book that everyone must read and understand."

The Long Tail relates to niche marketing. In the physical world, according to Chris Anderson, there isn't enough shelf space 'to carry everything for everyone.' Online distribution turns the tables on traditional thinking about supply and demand.

The Net allows you to aggregate dispersed audiences (i.e., your customers don't have to live in the same city or area). Easy convenient access to all those 'one-of' customers, along with no storage constraints, opens a world of opportunity for business owners. 'Popularity no longer has a monopoly on profitability' is Anderson's apt description of this changing reality. Long Tail marketing treats 'consumers as individuals,' with unique interests and needs.

The recorded audio interview between Evoy and Anderson elaborates upon key areas in The Long Tail that are important to small businesses. These two well-respected personalities address the following during their thirty-five minute discussion...

  • "aggregator" and "aggregatee" concepts, and their importance
  • traffic/profit potential in the long tail vs. search engine optimized words
  • the impact of "classical SEO" on the long tail of keywords
  • effectiveness of personal knowledge and unique voice for niche-marketing
  • where to compete in the long tail
  • the use of filters to push demand further down the long tail
  • future long tail opportunities

"The interview is a wonderful supplement to the book itself, extending the lessons of the long tail to those of us who actually live in it," asserts Evoy. "These two resources will show you how to capitalize upon the major trend of this decade. You can monetize by being aggregated within the long tail of a larger company and by aggregating your own tail-within-the-long-tail."

Access to the recording is available at

About SiteSell

SiteSell Inc. is a privately held Canadian based company that has become an international provider of a proprietary small business Web hosting platform called Site Build It! (SBI!). SBI! has empowered hundreds of thousands of entrepreneurs and small businesses to build Web sites that succeed.

Headquartered in Montreal, Canada, SiteSell Inc. has been profitable since its inception in 1997. Ranked in's top 250 sites, SiteSell Inc. has over 100,000 customers and is growing rapidly, all through positive word-of-mouth promotion by its customers and its affiliate force.

"We do it the old fashioned way," says Dr. Evoy. "We OVERdeliver on customer expectations, and truly empower our customers to do business successfully, while leaving the technology and complexity to us to handle in the background, where it should be."

SiteSell employs 45 people in the United-States, Canada, Australia and Europe.