The Long Tail
http://www.wired.com/wired/archive/12.10/tail.html

Anderson, Chris
Wired
2004

Abstract:

For too long we've been suffering the tyranny of lowest-common-denominator fare, subjected to brain-dead summer blockbusters and manufactured pop. Why? Economics. Many of our assumptions about popular taste are actually artifacts of poor supply-and-demand matching - a market response to inefficient distribution. The main problem, if that's the word, is that we live in the physical world and, until recently, most of our entertainment media did, too.