What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone? "The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know. The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what's commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.

• How are birds so good at flying and navigating? • Why are birds so like mammals– and yet so very different? • Did birds descend from dinosaurs, and if so, does that mean birds are dinosaurs? • How do they court each other and fend off rivals? • What' s being communicated in birdsong? • Can we ever know how birds think? In this fascinating exploration of the avian class, Colin Tudge considers the creatures of the air. From their evolutionary roots to their flying, feeding, fighting, mating, nesting, and communicating, Tudge provocatively ponders what birds actually do–as well as why they do it and how. With the same curiosity, passion, and insight he brought to redwoods, pines, and palm trees in his widely acclaimed book The Tree, Tudge here studies sparrows, parrots, and even the Monkey-eating Eagle to better understand their world–and our own. There is far more to a bird's existence than gliding gracefully on air currents or chirping sweetly from fence posts–the stakes are life and death. By observing and explaining the complex strategy that comes into play with everything from migration to social interaction to the timing of giving birth to young, Tudge reveals how birds are uniquely equipped biologically to succeed and survive. And he offers an impassioned plea for humans to learn to coexist with birds without continuing to endanger their survival. Complete with an "annotated cast list" of all the known birds in the world– plus gorgeous illustrations–The Bird is a comprehensive and delightfully accessible guide for everyone from dedicated birders to casual birdwatchers that celebrates and illuminates the remarkable lives of birds.

The Economics of Property-Casualty Insurance presents new research and findings on key aspects of the economics of the property-casualty insurance industry. The volume explores the industrial organization, regulation, financing, and taxation of this business. The first paper, on external financing and insurance cycles, contains a wealth of information on trends and patterns in the industry's financial structure. The last essay, which compares performance of stock and mutual insurance companies, takes a fresh look at the way a company's organizational structure affects its responses to different economic situations. Two papers focus on rate regulation in the auto insurance industry, and provide broad overviews of the structure and economics of the insurance industry as a whole. Also addressed are the system of regulating insurance companies in the United States, who insures the insurers, and the effects of tax law changes in the 1980s on the prices of insurance policies.