The first term of our Journalism Technologies module at the University of Huddersfield draws to a close this week as students submit their learning logs, written on either WordPress, Blogger or Medium, reflecting on what they’ve looked at so far in the lectures and practical workshops. The last lecture of the series was on Monday and was about a company a little different from the others in that it has traditionally been all about retail: Amazon.
However, it’s more than just The Everything Store these days. Amazon dominates cloud computing through Amazon Web Services with a third of the market (Microsoft is next, languishing at 9%), and the beginning of The Grand Tour – enjoyed by many of my students taking advantage of a free six-month Amazon Prime trial for those in education – is in biggest move yet into content creation. There’ll be more to come, too. Amazon is now firmly one of the ‘big four’ media and technology companies, alongside Google, Apple and Facebook.
The theory attached to this lecture was Chris Anderson’s The Long Tail, first outlined in this memorable piece in Wired magazine in 2004. Part of the theory states that hits are becoming smaller as it becomes easier for consumers to find niche products more to their taste. Re-reading the book before the lecture, his section about hits notes that *NSYNC’s record for the fastest selling album in US history, set at the music industry’s peak in 2000, was unlikely to ever be beaten. Well, eventually it was, by Adele in 2015. I suppose you could even say she said Hello to the record, forcing *NSYNC to bid it Bye Bye Bye. But perhaps you’d better not.