Long Tail, a lot of noise

In the first chapters of his book Anderson makes an argument that markets are changing, shifting from a few "blockbusters" and "bestseller lists" to smaller niches. Although Anderson concentrates his analysis on the entertainment industry, it sounds like a great opportunity for businesses in general, especially for small ones.
In this environment however the noise is becoming so loud that it will be extremely difficult to be heard. As I continue to read the book I would like to find out how Anderson suggests making the small niche markets "visible" to its consumers.

Even though libraries are not for profit organizations, this changing environment will force them to redefine their raison d'être, the way they do business and to find their unique niche. Another challenge for the libraries in this new era is to learn how to advertise their services in their niche market to be heard and appreciated.

Anderson, C. (2006). The Long Tail: Why the Future of Business Is Selling Less of More. New York: Hyperion.