Chris Chaplow Appointed Press Officer of British Chamber of
Commerce Andalucia Committee
 Ambassador Holt and Chris ChaplowChris Chaplow, Managing Director of Andalucia Web Solutions, has recently been appointed to the post of Press Officer for the Andalucian Regional Committee of the British Chamber of Commerce in Spain (BCC). The BCC has had a long and important history in this country. The organisation will celebrate its 100th anniversary next year and has always had a strong member base in both Madrid and Barcelona, historically the two economic dynamos of Spain.
According to Charlotte Fraser-Prynne, the National Director of the BCC in Spain, the organisation has also grown in popularity in Andalucia. She stated, "In recent years there has been an increase in membership in Andalucia. To support these members the BCC has set up a regional committee." It is as part of this committee that Chris functions as Press Officer, responsible for media relations.
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The Long Tail
Chris Chaplow investigates.
Chris Anderson, editor of Wired magazine, the San Francisco full-colour monthly which reports on how technology affects culture, the economy, and politics, was conducting an interview in January 2004 with Robbie Vann-Adibé, CEO of Ecast Network, a 'digital jukebox' company.
A digital jukebox is just like the old-fashioned ones in bars except that the music offered is not selected from the 50 hit vinyl records stored in the box. Instead, they are downloaded from the internet.
Robbie posed an interesting question. What percentage of the 10,000 songs we have available sold at least one track per quarter?
The normal answer would be 20% because of the 80/20 rule. Knowing that half the 10,000 books in a superstore and half the 10,000 CD´s at Wal-Mart do not sell once a quarter, Chris answered an absurdly high 50%. However, the correct answer was 98%.
Chris started to research this and found it to be universal in the digital economy. Apple said that every one of the one million tracks on iTunes had sold at least once. Netflix revealed that 95% of its 25,000 DVD´s rented at least once a quarter.
This suggested that the "aggregate or total market for the niche music was huge and effectively unbounded". In the digital economy the niche songs cost the same to deliver to the customer as hits.
Chris' article was published in Wired in October 2004 and became their most cited article ever. The ideas were developed in the book The Long Tail: Why the Future of Business is Selling Less of More (2006) by Chris Anderson. In an afterward to the second edition Chris acknowledges with some irony that a book about niches has in itself become a hit.
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