Posts with tag Long Tail

Deserted places and creative destruction

Jan Jörnmark looks at his photos projected on the wall and seems still amazed of what happened. Around thirty people are sitting in the room, waiting for him to continue. ”I am an Associate Professor in Economic History at Göteborg University, I have written many books during my time, piled in heaps in the caches of the University – no-one reads them” he tells us with a warm Karlstad dialect. And he looks at the photos again and laughs. ”And then I started this project….”.

He was interested in deserted places; houses, areas, businesses, places that told a story, that had once been full of activity and was now, due to circumstances and changes in society, deserted. He started photographing these places. The photos show destruction, there is a feeling of abandonment around them, faded glory of once prosperous businesses and activities.

Capitalism is in constant change. Something is destructed, something else created, he tells us. If you don’t add new value to things, they will loose what was once valuable and be destroyed. There is an enormous demand for cultural value and therefore also a potential in adding this to old things to get something new. Jörnmark’s project is a typical project created in the new globalized economy. He started a website where he put all his photos. The interest was enormous. Around 20.000 visitors each month, comments of around 300. It’s the logic described by Chris Anderson, the Editor of Wired that described the new economy in globalized society in the book The Long Tail a few years ago. Internet is free. Money will not be made in traditional ways, instead Internet create new businesses and new products. For Jörnmark the product was the book he produced of all the photos he put on the website (where you find them free of charge). One book has become two books, which have been read and sold in masses. Many lectures and exhibitions have been held. A new book is on its way. Money is made. Sub cultures have been created around the project. It’s a success story that surprises him so much, that he still, even after a few years, is amazed of what happened.

Jan Jörnmark was one of several interesting speakers on the seminar this weekend (20-21 of March) at Jonsered Herrgård outside Göteborg, held by the Foundation for the Future of Cultures (Stiftelsen framtidens kultur) and Lokal Kultur on the topic ”Creative Industries and Involuntary Entrepreneurs”. For the programme, look at this post. Nätverkstan is working on a project based on the ideas of the Long Tail, have a look here.


22 mars, 2009

Comments (11)

Nätverkstan takes on the project ”The long tail”

Today Nätverkstan stock and distribute cultural journals. In recent years we have also received inquiries by a number of publishers to be able to offer this service also to books as well as journals. After some research we came in contact with Chris Anderson’s book ”The long tail”. Book distribution today, in Sweden and elsewhere, is based on the assumption that dealers sell many copies of a book, the hits, while the smaller publishers’ titles are difficult to find. Stocks are expensive; it is costly to be included in the large networks of book distribution, affecting the availability of the more uncommon titles. The same applies to old issues of journals that have long timelines and worth reading years later. The long tail is based on the economy in even small and odd titles if you find new solutions for these to img_0094.JPGimg_0090.JPGbe distributed. Nätverkstan wrote an application to the Framtidens kultur foundation gratifying enough granted. Now the project is on the run with Olav Fumarola Unsgaard as projectmanager. Operations are planned to become an integral part of Nätek whith mainly Camilla Anemyr and Karin Lundgren working on the project. To our help, we also have David Karlsson.

In the spring we will offer journals a model and a specification for how they should do to be sold on internet bookstores. There have been a number of practical and procedural obstacles in the way of this but we hope that all will soon be allayed. In the spring we will also build a system and a warehouse where the publishers are to be included. The activities that we intend to build will be focused on internet bookstores requirements of speed and good logistics. This ensures that we unfortunately see a development where most narrow titles not even enter the large booksellers. We also intend to work up a partnership with one of the main print on demand providers to offer both physical and digital storage.

This activity is against the micro, small and medium-sized publishers and cultural journals. Please contact olav.unsgaard @ to learn more about the project.

Written by Olav Fumarola Unsgaard

25 februari, 2009

Comments (1)


Lotta Lekvall
Director of Nätverkstan, a Cultural Organisation in Sweden. Nätverkstan provides services …

Cultural and Social Entrepreneurship

On this blog we would like to explore entrepreneurship from a cultural and social point of view. Or rather put forward entrepreneurial initiatives within these two fields.




Animation Artist Artistic collective workshop Artistic practice Bangalore Burning Platforms Business idea Creative Industries Creativity crisis Cultural economy Cultural Journal Cultural Policy Cultural Project Democracy Development Digitization Distribution Economy Education Employment Encatc Entrepreneur Entrepreneurship EU Finance Flexibility Georgia Globalization Innovation International exchange Literature New economy pedagogical Policy for Global Development Renewal Research Resources San Francisco Self-employment Silicon Valley Social entrepreneur Transformation USA Västra Götaland