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: 964,339
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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Googled: The End of the World as We Know It 3.8 out of 5 based on 0 ratings. 66 reviews.
Anonymous More than 1 year ago
Booknut62 More than 1 year ago
This book effectively combines a biography of sorts that focuses on Google as a company, and on its impact on media specifically and the world more generally. Throughout its pages, Auletta offers readers stories from inside the company, and these stories effectively illustrate the culture of Google. In addition, Mr. Auletta effectively captures the personalities of the founders and other leaders of this company, which provides valuable insight in how Google has come to be the corporate powerhouse that it is. Auletta's book is a critical look at Google's rise of power, its business practices, and its powerful ambitions. It is a must read for anyone who wants to experience a portrait of a truly "disruptive" company that is still making waves in the world of modern media.
zhoud2005 on LibraryThing More than 1 year ago
Better than The Google Story.
jclark88 on LibraryThing More than 1 year ago
I read this book because the story of Google fascinates and inspires me in many ways. I feel I learned a lot about what drives the company and what perils may lie ahead. However, the book is as much about media in the digital age as Google itself. Though it always brings it full circle to include how Google fits into the bigger picture, I felt some of the chapters were a little too involved in media and not enough in the actual story of Google. Overall, it was a decent book but it did take me a while to read it.
brianinbuffalo on LibraryThing More than 1 year ago
"Google it." I remember the first time someone gave me this advice. Back in the "old days" (it had to be over a decade ago), I didn't have a clue what it meant. Who could have guessed back then that this company would trigger a digital revolution that has profoundly altered the media landscape. I found Auletta's book fascinating, accessible and quite enlightening. Granted, there aren't too many sections where informed readers will shout "wow, I didn't know that." Instead, they'll find intriguing nuggets about the Google sagas that have already been well-chronicled. From the company's push to digitize books, to its tug-of-wars with media giants over its use of other entitites' content, the book provides some interesting perspectives. Auletta also vividly recounts how traditional media dropped the ball in failing to recognize the urgency of responding to the Internet. The author even touches on some extremely current issues, including Google's foray into the smart phone arena. In some spots, readers might be tempted to mutter "enough already," as Auletta tends to get bogged down in details. But overall, it's an excellent read that will be appreciated by those who follow the media and business trends.
GShuk on LibraryThing More than 1 year ago
Great book! Google is huge and disruptive. After reading this book I have a better understanding of Google's history, culture, who they are affecting and the issues they face as they grow. It drives home the fact that Google is to the internet what Microsoft was to PC's. I like the detail he goes into on Google¿s disruptive impact on old media. What amazes me is their original business strategy sounded a lot like having a suited Ace, King in Texas Hold'em and going all in before they got a Royal Flush on the flop. That is they had a great search engine but no idea how to make money until their advertising model made them rich. The book dragged at times especially in the beginning with all the names of people but it picks up later and the names help you understand how interconnected all the tech companies are.
librisissimo on LibraryThing More than 1 year ago
Lots of good information about the founding and (current) operation of Google. Some genius, some serendipity, some luck, and lots of hard work. Computer geeks are not like other people, but they are more like their own generation than like past nerds.Exit question: is "Don't be evil" the same as "Don't do evil"?
Anonymous More than 1 year ago
Once upon a time there was five little girl
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Is this the best book evef?
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