Businesses can make a large profit by selling small amounts of hard to find items to a large market rather than only selling large volumes of a reduced number of popular items. The internet has facilitated this as it has allowed small businesses to offer a niche market a certain product. This has made competition for the large businesses such as HMV they only sell the popular products meaning people will go elsewhere for certain products. The internet has given access to a huge amount of niche market content, that would not be avilable in traditional retailers, this need for a niche product allows these online small shops to prosper. Even the larger internet companies, the most succesful I tunes and amazon, use this theory selling niche products I tunes sells many genres of music covering some obscure fan bases, and amazon sellers can sell anything covering niche audiences.
New technology is also accessing this market, such as the new Kindle these E readers allow all manner of books to be accessed with little or no publishing costs new authors that would not have benn able to get published and sell their books in highstreet chains such as waterstones, can sell to their niche audience.
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