Synopses & Reviews
Bestselling author Ken Auletta takes listeners for a ride on the Google wave, telling the story of how it formed and crashed into traditional media businessesa from newspapers to books, to television, to movies, to telephones, to advertising, to Microsoft. With unprecedented access to Googlea (TM)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.
Auletta takes listeners inside Googlea (TM)s closed-door meetings and paints portraits of Googlea (TM)s notoriously private founders, Larry Page and Sergey Brin, as well as those who work witha and againsta them. HIs narrative provides the fullest account ever told of Googlea (TM)s rise, shares the a oesecret saucea of Googlea (TM)s success, and shows why the worlds of a oenewa and a oeolda media often communicate as if residents of different planets.
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 is poised to become the worlda (TM)s first $100 billion media company. Yet there are many obstacles that threaten Googlea (TM)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, Googlea (TM)s faith in mathematical formulas and in slide rule logic will be tested, just as it has been on Wall Street.
In Googled, esteemed media writer and critic Ken Auletta uses the story of Google's rise to explore the inner workings of the company and the future of the media at large. Although Google has often been secretive, this book is based on the most extensive cooperation ever granted a journalist, including access to closed-door meetings and interviews with founders Larry Page and Sergey Brin, CEO Eric Schmidt, and some 150 present and former employees. Inside the Google campus, Auletta finds a culture driven by brilliant engineers in which even the most basic ways of doing things are questioned. His reporting shines light on how Google has been so hugely successful?and why it could slip. On one hand, Auletta reveals how the company has innovated, from Gmail, Google Maps, and Google Earth to YouTube, search, and other seminal programs. On the other, he charts its conflicts: the tension between massive growth and its mandate of ?Don?t be evil?; the limitations of a belief that mathematical algorithms always provide correct answers; and the collisions of Google engineers who want more data with citizens worried about privacy. More than a comprehensive study of media's most powerful digital company, Googled is also a lesson in new media truths. Pairing Auletta's unmatched analysis with vivid details and rich anecdotes, it shows how the Google wave grew, how it threatens to drown media institutions once considered impregnable?and where it is now taking us all.