The Long Tail looks at how technology is helping change business, spreading focus from a few blockbusters to broader niche interests. Anderson, an editor of Wired Magazine, explores how Amazon, Netflix, iTunes, eBay and other online services are helping consumers find new items for purchase as alternatives to the best sellers in stores.

Anderson’s effective argument presents a large problem for the entertainment industry who’s survive thrives on a few choice blockbusters which are now commanding less of consumer dollars. This problem is even more prevalent in the music industry where file-sharing has offered a nearly unlimited source of music to explore, all for free.

What Anderson missed was a conclusion of what to do about this change. How can the entertainment industry, for example, adjust its reliance on blockbusters in the new media age. File-sharing spreads as do broadband and improved compression methods. More downloading services appear offering greater choice, convenience, and price competition with brick and mortar stores. Several services, like Rhapsody for music, GameTap for video games, and cable’s OnDemand for movies offer unlimited viewing of a large library for a monthly fee. Certain items will likely be more popular than others, but with a monthly fee, blockbusters just don’t register.

I believe the entertainment industry will gravitate to monthly services, especially in video games where updating technology and options have higher value. The popularity of massively multiplayer online games is only a beta preview of what’s to come. Now, video games and the systems running them become obsolete. Why play Civilization 2 when I can play Civilization 4? But with Civilization: Online, my small monthly fee allows for a constantly updating and evolving game. But game companies will have to create a balance of games for the casual gamer who doesn’t want monthly fees for each game compared to the avid followers who will pay. Rumor has it, Marvel Comics’ long-in-development MMO will explore this changing world scenario, allowing the game to change as the comic books change.