Steven Johnson on Small World living in the UrbAn Long Tail. Urban theorist Jane Jacobs observed many years ago that, paradoxically, huge cities create environments where small niches can flourish. A store selling nothing but buttons most likely won't be able to find a market in a town of 50,000 people, but in New York City, there's an entire button-store district. Subcultures thrive in big cities for this reason as well: If you have idiosyncratic tastes, you're much more likely to find someone who shares those tastes in a city of 9 million people. As Jacobs wrote in The [Death And Life Of Great American Cities], originally published in 1961: "Towns and suburbs . . . are natural homes for huge supermarkets and for little else in the way of groceries, for standard movie houses or drive-ins and for little else in the way of theater. There are simply not enough people to support further variety, although there may be people (too few of them) who would draw upon it were it there. Cities, however, are the natural homes of supermarkets and standard movie houses plus delicatessens, Viennese bakeries, foreign groceries, art movies, and so on, all of which can be found co-existing, the standard with the strange, the large with the small. Wherever lively and popular parts of cities are found, the small much outnumber the large." This is all in the context of Dodge Ball (owned now by GooGle).

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