If you are reading just one book this summer, you better make it “The Long Tail”. It´s written by Chris Anderson, who is the editor of the magazine Wired. “The Long Tail” is about what has happened as unlimited choice has becomed the normal state of nearly any shopping experience. Chris Anderson also makes a very well documented case about how it affects us all from businesses to customers, but there is some specific lessons for any media that want a future as well.
The short version of the theory of the long tail is summed up in this, now classic, article.