Inside Bay Area: Online retailers are big social agents that can help bridge the cultural divide. If Sumana Harihareswara’s experience is any indication (read her column in Bay Area Living), then online book retailers are doing a good job. She cites the instances of www.amarchitrakatha.com, www.ninapaley.com and www.bookfinder.com which are excellent sources of books on Indian mythology and folklore. The funny thing is books which are printed and published by small shops in India cannot find their way to the US and European markets through brick-and-mortar distribution channels. Here online marketers play a big role. A perfect fit for Chris Anderson’s long tail theory.
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