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Summary
Summary
A revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape.
There are companies that create waves and those that ride or are drowned by them. As only he can, bestselling author Ken Auletta takes readers for a ride on the Google wave, telling the story of how it formed and crashed into traditional media businesses'from newspapers to books, to television, to movies, to telephones, to advertising, to Microsoft. With unprecedented access to Google's founders and executives, as well as to those in media who are struggling to keep their heads above water, Auletta reveals how the industry is being disrupted and redefined.
Using Google as a stand-in for the digital revolution, Auletta takes readers inside Google's closed-door meetings and paints portraits of Google's notoriously private founders, Larry Page and Sergey Brin, as well as those who work with'and against'them. In his narrative, Auletta provides the fullest account ever told of Google's rise, shares the ?secret sauce? of Google's success, and shows why the worlds of ?new? and ?old? media often communicate as if residents of different planets.
Google engineers start from an assumption that the old ways of doing things can be improved and made more efficient, an approach that has yielded remarkable results? Google will generate about $20 billion in advertising revenues this year, or more than the combined prime-time ad revenues of CBS, NBC, ABC, and FOX. And with its ownership of YouTube and its mobile phone and other initiatives, Google CEO Eric Schmidt tells Auletta his company is poised to become the world's first $100 billion media company. Yet there are many obstacles that threaten Google's future, and opposition from media companies and government regulators may be the least of these. Google faces internal threats, from its burgeoning size to losing focus to hubris. In coming years, Google's faith in mathematical formulas and in slide rule logic will be tested, just as it has been on Wall Street.
Distilling the knowledge accrued from a career of covering the media, Auletta will offer insights into what we know, and don't know, about what the future holds for the imperiled industry.
Author Notes
Bestselling writer, journalist, and media critic Ken Auletta was born on April 23, 1942. He grew up in Brooklyn, New York and earned a B.S. from SUNY Oswego and an M.A. in political science from the Maxwell School of Citizenship and Public Affairs at Syracuse University.
Before 1992, when he began to write the "Annals of Communications" column for The New Yorker, Auletta trained Peace Corps volunteers, served as Special Assistant to the U.S. Under Secretary of Commerce, participated in Robert F. Kennedy's 1968 presidential campaign, was Executive Editor of the Manhattan Tribune, and worked as the chief political correspondent for the New York Post. He also was a columnist for the Village Voice and contributing editor of New York Magazine, began writing for The New Yorker in 1977, and wrote extensively for the New York Daily News.
Auletta has appeared on numerous television programs and written several books, including Three Blind Mice: How the TV Networks Lost Their Way; Greed and Glory On Wall Street: The Fall of The House of Lehman; World War 3.0: Microsoft and Its Enemies; Media Man: Ted Turner's Improbable Empire; and Googled: The End of the World As We Know It.
(Bowker Author Biography)
Reviews (2)
Publisher's Weekly Review
Two Googles emerge in this savvy profile of the Internet search octopus. The first is the actual company, with its mixture of business acumen and naOve idealism ("Don't Be Evil" is the corporate slogan); its brilliant engineering feats and grad-students-at-play company culture; its geek founders, Sergey Brin and Larry Page, two billionaires who imbibe their antiestablishment rectitude straight from Burning Man; its pseudo-altruistic quest to offer all the world's information for free while selling all the world's advertising at a hefty profit. The second Google is a monstrous metaphor for all the creative destruction that the Internet has wrought on the crumbling titans of old media, who find themselves desperately wondering how they will make money off of news, music, video and books now that people can Google up all these things without paying a dime. The first Google makes for a standard-issue tech-industry grunge-to-riches business story, its main entertainment value being Brin's and Page's comical lack of social graces. But New Yorker columnist Auletta (World War 3.0: Microsoft and Its Enemies) makes the second Google a starting point for a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries. (Nov. 3) (c) Copyright PWxyz, LLC. All rights reserved
Library Journal Review
A corporate upstart just over a decade old, Google has wormed its way into our lives, our vocabulary, and even the hallowed halls of academe, with Internet dominance and multibillion-dollar advertising revenues that make it one of the largest media entities of all time. New Yorker media critic Auletta (Three Blind Mice: How the TV Networks Lost Their Way), who spent several years researching Google and interviewing hundreds of company and industry players, delivers the real scoop on how this Internet giant fits into the larger media landscape. His fascinating examination illuminates Google's world from just about every conceivable angle: competitive, legal, regulatory, cultural, and ethical. He wraps up with an assessment of where the behemoth might be headed but provides enough insight to allow readers to draw their own conclusions about Google and whether its emergence really does spell the end of the world as we know it. VERDICT While the Google phenomenon has spawned dozens of books, Auletta's years of research and firsthand access to insiders, critics, competitors, and commentators give readers a well-rounded perspective on the company and how it fits into the wider milieu.[See Prepub Alert, LJ 7/09.]-Carol J. Elsen, Univ. of Wisconsin Lib., Whitewater (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
Table of Contents
| Preface | p. xi |
| Part 1 Different Planets | |
| Chapter 1 Messing with the Magic | p. 3 |
| Part 2 The Google Story | |
| Chapter 2 Starting in a Garage | p. 27 |
| Chapter 3 Buzz but Few Dollars (1999-2000) | p. 46 |
| Chapter 4 Preppingthe Google Rocket (2001-2002) | p. 66 |
| Chapter 5 Innocence or Arrogance? (2002-2003) | p. 94 |
| Chapter 6 Google Goes Public (2004) | p. 105 |
| Chapter 7 The New Evil Empire? (2004-2005) | p. 121 |
| Part 3 Google Versus the Bears | |
| Chapter 8 Chasing the Fox (2005-2006) | p. 143 |
| Chapter 9 War on Multiple Fronts (2007) | p. 169 |
| Chapter 10 Waking the Government Bear | p. 186 |
| Chapter 11 Google Enters Adolescence (2007-2008) | p. 199 |
| Chapter 12 Is "Old" Media Drowning? (2008) | p. 228 |
| Chapter 13 Compete or Collaborate? | p. 242 |
| Chapter 14 Happy Birthday (2008-2009) | p. 262 |
| Part 4 Googled | |
| Chapter 15 Googled | p. 281 |
| Chapter 16 Where Is the Wave Taking Old Media? | p. 296 |
| Chapter 17 Where Is the Wave Taking Google? | p. 322 |
| Acknowledgments | p. 337 |
| Notes | p. 339 |
| Index | p. 373 |