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Chris Anderson's blog about the shift away from mass marketing toward niche marketing, and the implications of this (and other effects of the IT revolution that make Long Tail possible) for the future of society.
W. Xi, E. Fox, W. Fan, B. Zhang, Z. Chen, J. Yan, and D. Zhuang. SIGIR '05: Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval, page 130--137. New York, NY, USA, ACM, (2005)