The term long tail, coined by Wired editor Chris Anderson in the October 2004 issue, refers to a socio-economic trend away from a hit-based economy to a niche-based one. In essence, the theory of the long tail states that the revenue potention of all the less popular, long tail markets taken together far exceeds the revenue potential of the most popular hits. Amazon's scale and almost infinite inventory lends itself to taking advantage of this developing trend.