Large bookstores and retailers tend to stock what appeals to the masses (mass marketing) and therefore get the most returns on the investment. This is a not so great thing for any interests that aren’t of mass appeal. If you draw what the sales look like as a wave, the swell is where bookstores look. They ignore the bits after the swell, the bits that look like a long tail.

In ninth grade history class, we had to come up with an invention, and the was mine, but of course, I didn’t call it the Kindle. I dreamed of the day I could make any book portable and fit in my coat pocket. An electronic reader was my, I’d rather call it idea than invention. I didn’t do more than draw an example on a poster board. I’m really glad someone put the effort and energy into making it happen and bringing the Kindle to market. No, they didn’t steal it from me. I’m not the only one who’d thought of an electronic reader, and I doubt this will be the only version on the market for long.

I foresee a world with strong niche markets, where it’s easier to make a living doing what you love. When what you love isn’t everyone else’s cup of tea, you’ll still have an outlet to get to those who like your particular tea. I think it’s going to be a victory for most people in creative fields.

Delilah Rehm

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