"Pre-filters" vs. "Post-filters"

    One of the themes that I'm developing in the book is the notion that "a Long Tail without good filters is just noise." But what are good filters?

    To begin, I'm using the catch-all term "filters" (which I'm not crazy about; anyone got a better word?) to describe the tools that help you find what's right for you in the massive variety of the Long Tail. The examples I use most often are search and recommendations from either people (be they influential bloggers or just friends) or software, such as Amazon-style collaborative filtering ("people like you bought...").

    There are, of course, many other kinds of filters. Rankings (by anything from sales to reviews) tap the wisdom of the crowd to identify quality or value. Everyone loves best-of lists, and playlist sharing is a fast-growing way to discover new music, whether through the good taste of other fans or the questionable taste of Beyoncé. And then there's the role of the critic, tastemaker or editor, for which there is now demand in even the narrowest niches.

    But when you think about it, the world is already full of a different kind of filter. In the scarcity-driven markets of limited shelves, screens and channels that we've lived with for most of the past century, entire industries are created around finding and promoting the good stuff. This is what the A&R talent scouts at the record labels do, along with the Hollywood studio executives and store purchasing managers ("Buyers"). In boardrooms around the world, market research teams pour over data that predicts what's likely to sell and thus deserves to win a valuable spot on the shelf, screen or page...and what doesn't.

    The key word in the preceding paragraph is "predict". What's different about those kinds of filters and the ones I've been focusing on is that they filter before things get to market. Indeed, their job is to decide what will make it to market and what won't. I call them "pre-filters".

    By contrast, the recommendations and search technologies that I'm writing about are "post-filters". They find the best of what's already out there in their area of interest, elevating the good (relevant, interesting, original, etc.) and ignoring or downplaying the bad. When I talk about throwing everything out there and letting the marketplace sort it out, these post-filters are the voice of the marketplace. They channel consumer behavior and amplify it, rather than trying to predict it.

    This is an important distinction. In the existing Short Tail markets, where distribution is expensive and shelf space is at a premium, the supply side of the market has to be exceedingly discriminating in what it lets through. These producers, retailers and marketers have made a science of trying to guess what people will want, to improve their odds of picking winners. They don't always guess right--there are surely as many things that deserved to make it market but were overlooked as there are things that made it to market and then flopped--but the survivors get a reputation for some sort of mystical insight into the consumer psyche.

    But in Long Tail markets, where distribution is cheap and shelf space is plentiful, the safe bet is to assume that everything is eventually going to be available. The role of filter then shifts from gatekeeper to advisor. Rather than predicting taste, post-filters such as Google measure it. Rather than lumping consumer into pre-determined demographic and psychographic categories, post-filters such as Amazon's custom recommendations treat them like individuals who reveal their likes and dislikes through their behavior. Rather than keeping things off the market, post-filters such as MP3 blogs create a markets for things that are already available by stimulating demand for them.

    Here, in chart form, are some examples:

    Interestingly, when I consider my own role I find that I do both. As the editor of a magazine with a finite number of pages, I'm a classic pre-filter. I indulge in all sorts of brutal discrimination and guesswork to decide which articles to run. But Wired also does lots of product reviews, and in that respect, we're a post-filter. We look at the universe of what's already out there and bring the best stuff to our readers' attention.

    As long as there's a market for a pre-filtered package in the deliciously finite medium of bound glossy paper, I suspect there will continue to be demand for my old-fashioned discriminatory side. But the day when people like me decide what makes it to market and what doesn't is fading. Soon everything will make it to market and the real opportunity will be in sorting it all out.

(Note: If the image at the top of this page were mine, and not just randomly stolen from some site, I'd title it The Pre-Filters. Guys with shades manhandling someone in a limo is pretty much my mental image of the music industry.)

Comments

[Chris Stiles]

It seems to me that the important differentiator is that that pre-filters are picked for you but that you chose which post filters to apply.

I think there's also a lot to discuss regarding the role of personal recommendation channels - and the people who provide them. Personally, I feel that I'm probably some way along some part of the long tail in terms of the music I listen to. However, I rarely have stuff recommended which I actually like - whilst finding that lots of my friends like music that I originally introduced them to. For me the long tail - and the various recommendation mechanisms like amazon/audioscrobbler/musicplasma are almost universally useless, because it will generally triangulate on something a lot more mainstream than the bulk of my listening - and therefore be almost definitely something I've heard of anyway.

[Kaleberg]

Actually, from the point of view of the user, they are all pre-filters, they are just pre-filters of varying levels of authority.

The actual scarcity will always be the scarcity of time and attention on the part of the searcher. When I want to find out something, or buy something, I go to magazines, web sites, friends, search engines and books at the library. Either I find what I am looking for after a certain expenditure of time and effort, or I give up.

If you are talking about what producers create, then you have a true pre-filter, since a consumer cannot find what does not exist, and instead must find some way for the item to be created or substituted for.

Your list of pre-filters really just consists of high hit "authorities". That is, information sources that have developed a general level of respect in the community, sort of like Thompsons, Edmonds or Moodys. The post-filters are just lower hit information sources with a higher variance in reliability.

If you consider the spectrum of information sources, and start eliminating the high hit, lower variance sources, one generally finds a wider range of possibilities for your search. The high hit authorities can only cover so much ground and still provide good coverage. As they are removed and the range of items covered increases, the variance of the review quality goes up, and eventually you get to the spam sites that are basically scams and of no reliability or use whatever.

In other words, the pre-filter/post-filter is really about scale, focus and variance. It is impossible to be an authority on everything, just as it is impossible to search everywhere in a finite time. Eliminate the more reliable filters with low variance and the noise of variance increases.

[Jay Oatway]

I agree, you need a better term for filter.

If, as you say, the role of filter is shifting from gatekeeper to advisor, then perhaps a synonym for advisor is what is needed, something like:
guide, counsellor, attendant, chaperon, escort, pilot or--my favorite--mediator.

The media future is a mediated reality.

[Eszter]

Here's a related paper I wrote that was published five years ago (in an academic journal). I address some similar points, but put particular emphasis on the role of commercial interests in the filtering/gatekeeping process. It may also be of interest since I point to some academic literature on the topic of gatekeeping (going back all the way to the 50s). I also identify the original location of that famous Herbert Simon quote on attention scarcity. Then last year, this book chapter I wrote came out with some follow-up discussions.

[smartone]

The term we used in the early days of the web was "tastemakers" these are online users be it bloggers or posters that have attain a certain legitimacy by their writings so that people will follow - the thing about tastemakers is that it is difficult for them to gain this tag and quite easy to lose it.

[smartone]

The term we used in the early days of the web was "tastemakers" these are online users be it bloggers or posters that have attain a certain legitimacy by their writings so that people will follow - the thing about tastemakers is that it is difficult for them to gain this tag and quite easy to lose it.

[smartone]

The term we used in the early days of the web was "tastemakers" these are online users be it bloggers or posters that have attain a certain legitimacy by their writings so that people will follow - the thing about tastemakers is that it is difficult for them to gain this tag and quite easy to lose it.

[smartone]

wow sorry typepad posting glitch

[social bookmarking filter]

Your post is interesting but I agree that the term pre-filter and post-filter might not be best.

One is a "pre-production" filter and the other is a "post-production" filter.

So, you are saying that much more content will get produced and become available. That is true.

However, there will be two kinds of "post-filters"

One is the basic search engine (Google) or basic recommendation engine (Amazon).

However, those are all machine based. There is a new form of recommendation emerging wich is closer alligned to what people already do and that is word-of-mouth based (the single most valuable filter out there).

Blogging is part of this trend and so is social bookmarking. I have found great sites using www.blinklist.com because I can see the links my friends are saving and what people like me that are also interested in similar subjects are saving.

[Dan Hartung]

Hmm, well, one word that industry already uses for these "post-filters" is "trendsetter". But then they definitely aren't trying to inhabit the long tail -- they're trying to have a sales chart like Seth Godin's "hero curve". Another name for this is "alpha teen", in the kid context, or just "influencer".

But all of these assume someone is looking to a single person, hierarchically, for their taste choices. A collective taste choice, such as what I get at Audioscrobbler, is another thing entirely. In one sense I'm my own primary influencer, because the process begins with my own profile of what music I like, based on what I actually play.

The term I like isn't so much "filter" as maybe something akin to "pointer", like in a hunting dog. Advisor has some of this quality, but also has connotations of a valet or salesman, both of whom seek to flatter the buyer in some fashion. "Miner" might have some utility, and this is a form of data mining, but also connotes selectivity which this isn't.

[David Pautler]

How about "prospector" instead of "filter"? It has more positive, and fun, connotations. One imagines grizzled old algorithms out in the wilds of the web periphery, panning for nuggets.

btw, hey Dan!

[Terry Steichen]

As I view it, the term "long tail" implies the existence of a distribution, inventory and retailing system that's so low in cost that it can afford to make items available for purchase regardless of demand. But, on the consuming side, the same term implies the availability of some mechanism that allows consumers to easily and efficiently find items to buy.

You suggest that advisors are one form of such a mechanism. However, singular advisors generally don't scale well. How will the advisor be able to justify the time to evaluate stuff that few will use, when there's stuff of more potential popularity that also demands his/her/its time? The advisor solution simply begs the question.

Voting mechanisms have a similar problem - if there is a really unpopular item that only one (let alone no) person votes on, it won't come up in any listing. Thus, voting really focuses on short-tail - in fact, it defines it. The same outcome is driven by anything based on recommendations based on others' experiences.

Now consider a collaborative filter that analyzes your behavior and finds people with similar behaviors and then provides a hitlist of what they selected, or a recommendation engine that analyzes your own personal choices, parses them into some kind of query and then develops a hitlist from that.

My initial thought is that this won't handle items really far out on the long tail of the inventory. For such items, it would probably not be possible to analyze a person's general behavior and identify a need or interest in such items.

A search engine has more potential, if there were a sufficiently granular indexing mechanism that could capture subtle nuances about the content items when they were added. But to be able to practically take advantage of those nuances via a search engine, the searcher have to be come exceptionally skilled in query statement construction. That's a unlikely outcome. It fails to meet the "easy and efficient" requirement.

The only real solution that comes to mind is, when items are introduced into the distribution/inventory/retailing system, to classify them in a fairly precise way.

Then, using a classification-aware search engine might be easy enough for ordinary consumers to use.

Or, even better, a taxonomy-tracking browse/search mechanism operating at the topic (rather than item) level.

[jimmy]

Bo' Selecta!

For when filter is too generic

http://www.boavid.com/faq/faq-question3.php

[Tim]

In the new, non-pre-filtered world, there's another filtering mechanism you haven't mentioned yet: time. Anyone has a finite amount of time to do their own searching and post-filtering activities, this is partly why they want to rely on pre-filtering, or on recommendation systems in the post-filtering phase.

I'm not sure how much of an affect it has - but it must have some.

[bowerbird intelligentleman]

terry said:
> Now consider a collaborative filter that
> analyzes your behavior and
> finds people with similar behaviors
> and then provides a hitlist of what they selected

indeed, that is exactly how a collaborative filtering system
is _supposed_ to work. amazon corrupted the concept.

***

chris said:
> But what are good filters?
...
> playlist sharing is a fast-growing way to discover new music,
> whether through the good taste of other fans
> or the questionable taste of Beyoncé.
...
> And then there's the role of the critic, tastemaker or editor,
> for which there is now demand in even the narrowest niches.
...
> entire industries are created around
> finding and promoting the good stuff.
> This is what the A&R talent scouts at
...
> They find the best of what's already
> out there in their area of interest,
> elevating the good (relevant, interesting, original, etc.)
> and ignoring or downplaying the bad.

...

chris, if i may be so bold as to tell you that you are _so_
close to being right on the money, but _not_quite_. :+)

...

if you shift your thinking ever-so-slightly, you might find
that it makes a huge difference in the conclusions you get.

...

instead of using the concept of "good/bad" -- which implies
something inherent in the content itself, and thus leads you
invariably to words like "filter" -- think instead in terms of
"like/dislike". this re-locates the base of differentiation in
_the_receiver_. that in turn leads to a pointer/guide system
that focuses on answering the more poignant and useful question:
"how do i find _people_ who _like_ the kind of things _i_ like?"

...

when you ponder how to architect a system that does _that_,
you'll start to move a lot faster...

...

not that you're doing that bad on your own, mind you. :+)
but i thought i'd give you a little boost.

...

-bowerbird

[Greg]

The Pre-filters you talk about are trying to find out a lot about the kinds of people they think will be interested in their product. They then work on advertising that will speak directly to them. In the context of a TV show, they want to know when they are watching, how much money they have and how they respond to marketing. In a model like that, the intended market determines a lot about the content being offered. How would advertising change if more products were released with less pre-meditation? How does the long tail affect advertising?

Is it possible that advertising and demographics may continue similarly to the way they exist already, only becoming more individualized?

http://www.eff.org/deeplinks/archives/003641.php

Will advertising still be profitably embedded in movies? I here refer to things such as the numerous product placements in I Robot etc. Or will that be hard to sell when you can't be sure which subculture is going to find your movie appealing until after it is released?

I can imagine it going two ways. Fresh original content that is independently produced may outdo big budget productions enough of the time that tailoring a movie (or other product) for a demographic or niche may be seen for the guesswork it is, and ended. Or it may be that the biggest budget productions are always laced with product placement, and the research done on their target audience is much more thorough through the use of electronic tracking.

[Martin]

I think it's a bit confusing to have Bittorent (one R) as post-filter as probably many will think of BitTorrent (two R). I did not even know about bittorent (that of mp3downloadhq.com) before this post and wondered how a P2P without search capability would act as post-filter. As P2P networks increasingly become distribution channels for digital media it might also be considered as a pre-filter though (for an example have a look at www.systm.org).

[patrick slavenburg]

If you look at all content being say a sphere, then a filter is one plane crossing that sphere. You could group the filters as is done here (pre- and post-) but in fact one can find many other groups. One is to apply an "objective" set of criteria to the content involved. And there are many more types of filters possible.

Question is how many do you need in order to find what you want, fastest. I understand that one can say that every human being is basically a different filter, but then you shift the problem to how to find the right human being to connect with to filter for you.

My guess is that in the end we may actually end up with some sort of "soup" that we expose ourselves to, in the hope something triggers us and our brain makes the last few steps (which are very difficult to quantify or put into explicit processes which you need to work online) and chooses the right filter for the right moment and situation.

A lot of these filters, however well defined, remind me of my physics years where you try to solve complex problems with 1st, 2nd or 3rd order approximations where in fact most of the time you much more. The results give you an idea of where you are heading at, which is fine for an outline, but not sufficient if in the end you want to find that particular movie, song or kitchensink.

Maybe a good filter is one which enables us to do some "lateral thinking"

[mark]

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SONY VAIO T370P/L-- 60GB HD-- 512MB RAM-- XP----------------$200
SONY VAIO A215Z 60GB HD-- 512MB RAM-- XP------------------$2450
SONY VAIO A397XP-- 80GB HD-- 512MB RAM-- XP----------------$300
SONY VAIO B100B08 60GB HD-- 512MB RAM-- XP---------------$250
SONY VAIO B100B08 60GB HD-- 512MB RAM-- XP---------------$400
SONY VAIO FS295VP 80GB HD-- 512MB RAM-- XP---------------$350
SONY VAIO FS215Z 100GB HD-- 512MB RAM-- XP---------------$350
SONY VAIO A417M 80GB HD-- 512MB RAM-- XP-----------------$450
SONY VAIO B1VP-- 40GB HD-- 512MB RAM-- XP PRO-------------$200
SONY VAIO T370P/L-- 60GB HD-- 512MB RAM-- XP PRO----------$400
SONY VAIO LAPTOP-- VGN-A117S---------------$400

Regards
Management
MR philp
TEL:234-1-2346574 or +2348039846395
FAX:234-1-9367201
E_MAIL:phiwil_phonesplaza@hotmail.com

[Mr.John Scott]

Dear Buyers,
Buy Nokia,N70,N80,N90,N91,N92,N93,6600,6680,8800,9300,9500,Motorola Razr V3i Nextel i930 And Manymore At Very Low Price.Ok

Email: globalphonesltd@yahoo.com
Email: globalphonesltd@yahoo.com
Tel: +234-80-58583179
Thanks And God Bless
Mr.John Scott
Director.

[more]

Dear customers,
We are importer ^ exporter of laptops and mobile phones. We deals on all New and Used brands and models of Digital Cameras ,laptops ^ mobile phones such as Nokia,Motorola,Samsung, and many more at very cheap price, We ship from london {uk} and we use FEDEX,UPS or DHL courier services for shipment.We are using this medium to look for buyers of mobile phones, Laptops, Digital Cameras. Do kindly reply back if you are intrested and as you do may God bless you . so you can contact us at morephones4000@yahoo.com OR morephones5000@yahoo.com
FOR SELL MOTOROLA RAZOR V3 $130USD
FOR SELL SAMSUNG D500 $160USD
FOR SELL NEXTEL I930 $130USD
FOR SELL NEXTEL I860 $112USD
FOR SELL NOKIA 9500 COMMUNICATOR $190USD
FOR SELL MPX 220 $129USD
FOR SELL Sony Ericsson P900 ..$143usd
FOR SELL Sony Ericsson P910i ...$167usd
FOR SELL MOTOROLA RAZOR V3 AT JUST... $150USD
FOR SELL MTOROLA MPX 300 AT JUST .....$130USD
FOR SELL MOTOROLA MPX 200 ........$125USD
FOR SELL NOKIA 9500 AT JUST /.........$200USD
FOR SELL NEXTEL I860 AT JUST ......$110usd
FOR SELL NEXTEL I930 AT JUST .....$130
FOR SELL NOKIA 8850 SPECIAL EDITION-- US$150
FOR SELL NOKIA 8850 GOLD EDITION-- US$126
FOR SELL NOKIA N90 ..............US$240
FOR SELL NOKIAN90.................US$220
SO YOU CAN CONTACT US BY EMAIL........morephones4000@yahoo.com OR morephones5000@yahoo.com
OK THANK AND GOD BLESS.

[peter]

DEAR CUSTOMERS,
We are (PETERPHONESTORE NIG. LTD.) accredited wholesalers of
PRODUCTS/MERCHANDISE such as mobile phones, computers, laptops,
DVDs,Plasma Tv Etc.
CURRENT UNIT PRICE LIST OF SOME PRODUCTS/MERCHANDISE IN STOCK

LAPTOPS:
Toshiba Qosmio G15-----$200.00
Samsung Q30------------$200.00
Toshiba Portege R100---$200.00
IBM ThinkPad T42 2373--$300.50
Acer Ferrari 3400LMi---$200.50
ETC......

SAMSUNG P400 $180.00
SAMSUNG S300 $110.50
SAMSUNG S200 $140.50
SAMSUNG D600 $160.00
SAMSUNG D500 $150.00
SAMSUNG E720 $170.50
SAMSUNG E715 $150.00
ETC....
SONY ERICSSON P910i $190.00
SONY ERICSSON K750i $160.00
SONY ERICSSON K608 $110.00

MOBILE PHONES

NOKIA
NOKIA N91 $170.50
NOKIA N90 $170.50
NOKIA N70 $170.50
NOKIA Vertu $300.00
NOKIA 6230i $100.00
NOKIA 8800 $110.00
NOKIA 6021 $75.00
NOKIA 6030 $75.00
NOKIA 6680 $150.00
NOKIA 6681 $150.00
NOKIA 6822 $75.99
NOKIA 7710 $170.00
NOKIA 6170 $100.00
NOKIA 6260 $100.99
NOKIA 3510i $50.00
NOKIA 6630 $200.00
NOKIA 9300 $120.99
NOKIA 7260 $100.00
NOKIA 7270 $120.00
Nokia 8310 $20.00
NOKIA 7280 $130.00
NOKIA 6670 $130.00
NOKIA 6020 $80.00
NOKIA N-GAGE QD $100.00
NOKIA N-GAGE $100.00
NOKIA 7610 $175.00
NOKIA 9500 $300.00
NOKIA 5140 $100.00
NOKIA 6610i $100.00
NOKIA 7200 $150.99
NOKIA 6230 $150.00
NOKIA 6820 $150.00
NOKIA 7600 $100.00
NOKIA 6600 $100.00
NOKIA 6800 $75.00
NOKIA 6220 $85.00
NOKIA 6620 $150.00
NOKIA 8910i $200.00
NOKIA 6100 $75.00
ETC...
Motorola Razr V3 $135.00
Motorola MPx 300 $120.50
Motorola Mpx 200 $110.50
ETC....
ETC....
Nextel i930 $135.00
Nextel i730 $110.00
Nextel i830 $105.00
Nextel i860 $110.00
Treo 650 $160.00
Treo 600 $120.00
Delivery Time:
We delivery the products purchased directly to your doorstep 2-3days
after the confirmation your payment!,WE can also ship out goods first
before payment,
We ship the consignment via
DHL/FEDEX/TNT/UPS or any other courier services. We shall send you
the tracking
number as soon as we ship for you to be able to trace/track it online.
We do shipment to anywhere in the world, all we need is your full and
direct shiping detailed information.
Once again, we want you to know that all this products are BRAND NEW
and with This prices, we hope you will find out that we have the best
thats it takes to be. We would love to keep a very strong business
relationship with you as we await your product purchase update list.
Thanks and best regards as you get back to us with your purchase order
update,you can reach us on mail address......peterphonestore@outgun.com.