Googled: The End of the World As We Know It

Googled: The End of the World As We Know It

by Ken Auletta


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"The fullest account yet of the rise of one of the most profitable, most powerful, and oddest businesses the world has ever seen."
-San Francisco Chronicle

Just eleven years old, Google has profoundly transformed the way we live and work-we've all been Googled. Esteemed media writer Ken Auletta uses the story of Google's rise to explore the future of media at large. This book is based on the most extensive cooperation ever granted a journalist, including access to closed-door meetings and interviews with industry legends, including Google founders Larry Page and Sergey Brin, Marc Andreessen, and media guru "Coach" Bill Campbell. Auletta's unmatched analysis, vivid details, and rich anecdotes illuminate how the Google wave grew, how it threatens to drown media institutions, and where it's taking us next.

Product Details

ISBN-13: 9780143118046
Publisher: Penguin Publishing Group
Publication date: 10/26/2010
Pages: 432
Sales rank: 1,114,588
Product dimensions: 5.40(w) x 8.30(h) x 1.00(d)
Age Range: 18 Years

About the Author

Ken Auletta has written the “Annals of Communications” column and profiles for The New Yorker since 1992. He is the author of eight books, including Three Blind Mice, Greed and Glory on Wall Street, and World War 3.0. In naming him America’s premier media critic, the Columbia Journalism Review said, “No other reporter has covered the new communications revolution as thoroughly as has Auletta.” He lives in Manhattan with his wife and daughter.

Table of Contents

Preface xi

Part 1 Different Planets

Chapter 1 Messing with the Magic 3

Part 2 The Google Story

Chapter 2 Starting in a Garage 27

Chapter 3 Buzz but Few Dollars (1999-2000) 46

Chapter 4 Prepping the Google Rocket (2001-2002) 66

Chapter 5 Innocence or Arrogance? (2002-2003) 94

Chapter 6 Google Goes Public (2004) 105

Chapter 7 The New Evil Empire? (2004-2005) 121

Part 3 Google Versus the Bears

Chapter 8 Chasing the Fox (2005-2006) 143

Chapter 9 War on Multiple Fronts (2007) 169

Chapter 10 Waking the Government Bear 186

Chapter 11 Google Enters Adolescence (2007-2008) 199

Chapter 12 Is "Old" Media Drowning? (2008) 228

Chapter 13 Compete or Collaborate? 242

Chapter 14 Happy Birthday (2008-2009) 262

Part 4 Googled

Chapter 15 Googled 281

Chapter 16 Where Is the Wave Taking Old Media? 296

Chapter 17 Where Is the Wave Taking Google? 322

Afterword 337

25 Business Maxims 345

Acknowledgments 371

Notes 373

Index 407

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