The Long Tail by Chris Anderson

Everyone's talking about the Long Tail, an idea that originated in an article Anderson wrote for Wired in 2004, then expanded into book form. Anderson argues that several factors, including the ease of mass production, combined with the Internet's profound impact on product distribution and advertising, are changing the face of business today. It's a really interesting book, and well worth reading, but if you want to just get your feet wet, you can try reading the original article (Wired, 10/2004, http://www.wired.com/wired/archive/12.10/tail.html).