| Googled: The End of the World As We Know It | 
| Author: Ken Auletta
Publisher: Penguin Press HC, The
Category: Book
List Price: $27.95
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Seller: abmediaservices
Rating:  54 reviews
Sales Rank: 2,545
Media: Hardcover
Pages: 400
Number Of Items: 1
Shipping Weight (lbs): 1.4
Dimensions (in): 9.3 x 6.5 x 1.3
ISBN: 1594202354
Dewey Decimal Number: 338.76102504
EAN: 9781594202353
ASIN: 1594202354
Publication Date: November 3, 2009
Availability: Usually ships in 1-2 business days
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| Features:
| • | ISBN13: 9781594202353 | | • | Condition: NEW | | • | Notes: Brand New from Publisher. No Remainder Mark. |
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Product Description
BA revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape./BBRBR 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.BRBR 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.BRBR 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.BRBR 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.
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| Customer Reviews:
Showing reviews 1-5 of 54
 Slow Reading on a Fast Medium March 10, 2010
D. Olinger
The thought that ran through my mind in reading Ken Auletta's GOOGLED is that it was like a Saturday Night Life sketch that was fine in and of itself, but weakened when made into a full length movie. The chapters that sparkled were those right out of the gate on Google creators Larry Page and Sergey Brin. After that, the narrative was consistently the same--Google doesn't want to be like others, it is and isn't concerned about revenue, it is tearing down the old media. Interestingly in and of itself, but not enough to fill up a book of over 350 pages.
Efficiency February 25, 2010
Stephen T. Hopkins (Oak Park, Illinois)
Ken Auletta's book, Googled: The End of the World As We Know It, presents the creation and explosive growth of the company that is also a verb: Google. This is a well-written account of the people and the culture, and shows off fine writing following significant access to key people. This is a story of the impact of efficiency: smart engineers who make things better. The success from their work is obvious; the fallout for others, especially traditional media companies (that Auletta knows well), would be less well done in the hands of a different author. Auletta excels at description, examples and insight. Googled melds personal stories with corporate culture and competitive behavior in ways that will interest many readers.
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br /Rating: Three-star (Recommended)
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Fascinating look at the history of Google February 23, 2010
Misty Matonis (new york, ny)
Googled is a well-written, engaging look at the history of Google and the key people who have made, and continue to make, Google what it is: a powerful, game-changing global company with seemingly good intentions. Auletta gave me some great food for thought. I, like millions of people across the globe, trust Google with my information as a Gmail, Reader, and Docs and search user. Google uses the information it gathers to increase their coffers with money it makes as an advertising giant. What will Google use this information for in the long-run? Are we at risk?
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br /The subtitle, "The End of the World as We Know It," refers to Google's game-changing practices. Information, be it what people search for on Web sites, found in books, in newspapers, etc., empowers people and is, according to Google, meant to be free. This practice informs many of Google's choices, disrupting the business-as-usual of old media and forcing them to make some really tough choices or doom themselves to an early grave. The future, therefore, is Google, and it will be a brave new world.
About the Media Entertainment Industry rather than Google February 21, 2010
Steve Keifer (Northern Virginia)
I read the book because I was seeking to learn more about Google's strategy and evolution. Be aware, that while the first 150 pages of the book provide a fascinating, behind-the-scenes look at Google, the second half of the book is less focused on Google specifically. Instead Ken Auletta provides an overview of the impact of the Internet (and Google) on the media and entertainment industry. He explores how television, newspapers, radio, magazines and traditional advertising agencies have been dramatically impacted by new media models. The second half content is interesting, but was not what I was expecting.
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br /Nonetheless, the first 150 pages of Googled are superb! Auletta provides excellent insights into the behavior traits and characteristics of founders Larry Page and Sergey Brin. There is lots of interesting Google trivia including explanations of the relationships with Al Gore, Jeff Bezos and Stanford University faculty. You will learn about how co-founder Sergey Brin had an idea to start a hedge fund that would leverage Google's unparalleled access to data. And discover how Google's biggest potential competitors such as AOL, Netscape and Yahoo were actually key catalysts to accelerating Google's growth by providing lucrative search engine contracts.
 New media and old February 18, 2010
Peter F. Kaye (Del Mar CA USA)
As a member of the old media (50 plus years), I have high praise for
br /Googled and Ken Auletta's great reporting and writing. He puts in
br /perspective how Larry Page, Sergey Brinn et al, without that specific
br /goal, triumphed over the troglodites that run Ameerica's newspapers,TV
br /stations and advertising agencies. Yet in chronicling the media
br /revolution, Auletta makes a subtle case for the old. Nothing in the
br /impressive line-up of new technology can match the creative skill of a
br /reporter like Auletta. Content still rules. A five star effort!
Showing reviews 1-5 of 54
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