| 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: thebookguyz
Rating:  67 reviews
Sales Rank: 4,302
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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| • | ISBN13: 9781594202353 | | • | Condition: New | | • | Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed |
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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 67
Getting Personal with Google August 26, 2010
Robert Kall (Newtown, PA)
1 out of 1 found this review helpful
I've read a few books about google. This one does a great job of bringing the reader up front, close and personal with the people who founded it and run it. That gives us an understanding and perspective on how and why they look at things the way they do.
 Fascinating But Somewhat Tedious August 20, 2010
JAC (Austin, Texas United States)
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.
Meticulous research and reporting about Google August 5, 2010
Nancy Loderick (Boston, MA)
Ken Auletta had very open access to key Google players, e.g. Larry Page, Sergey Brin, Eric Schmidt and 150 current and past employees. Even though the book reads more like a corporate report than a story, I still found it interesting. Perhaps if I had known more about Google, like some of the other reviewers, I would not have found it as interesting.
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br /The key points in this book that made me think:
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br /**are Larry Page and Sergey Brin truly naïve or do they really have a hidden agenda to take over the world for their own purposes? Ken Auletta does a good job at presenting both sides to this argument.
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br /**Google continues to be a game changer through their relentless focus on the user. Sure, they've had some missteps like not having a delete function in Gmail, but they're quick learners. Who would have thought a company whose home page is simple white screen with a small search box could grow to have $7 billion in revenues?
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br /**think big. I'm still amazed at Google's plan to scan every book ever published.
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br /The last part of the book was the weakest part since Ken writes more in generalities and doesn't give much insight. I would have liked more analysis about the future of paid content.
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br /I thought this was a good, solid, fact-filled book. To get a true sense of any company, including Google, it's important to read multiple books by different authors. This will give you different perspectives.
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 Why gouge kindle owners? June 18, 2010
Mr Wahlee (Fairfax, Va)
3 out of 4 found this review helpful
I'm really upset to see that this book, which I got on Amazon to buy, is $11 in paper and $14 for the kindle version. Sorry, I refuse to pay more for a kindle version than the publisher charges for print. Won't buy it after all.
 Calculating naiveté June 5, 2010
Ilya Grigorik (Toronto, ON, Canada)
Today Google is too big to be characterized by a single person (or a pair), but without a doubt, much of the culture and idiosyncrasies of Google - for which it is now famous (free food, interview structure, 20% time, etc.) - have their roots in the background of the founders (Larry and Sergei). Auletta's "Googled" offers one of the best views at the actual personalities of the founders and their CEO: how they work together, their ways of thinking, and their perspective on the world. The first half of the book is focused on the early history and provides a lot of great insights into how Google operates.
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br /In the latter half of the book, the author tries to explain Google's perspective and impact on a number of markets: books, newspapers, mobile, and advertising. Depending on which side of the market you're on, you'll see Google either as savior or destroyer, and naïve or well-calculating - the truth, as usual, is probably somewhere in between.
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br /Great read.
Showing reviews 1-5 of 67
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