Googled: The End of the World as We Know it

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Virgin Books, 2009 - Internet industry - 384 pages
7 Reviews

There are companies that create waves and those that ride or are drowned by them. This is a ride on the Google wave, and the fullest account of how it formed and crashed into traditional media businesses. 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, Ken Auletta reveals how the industry is being disrupted and redefined.
Auletta goes inside Google's closed-door meetings, introducing Google's notoriously private founders, Larry Page and Sergey Brin, as well as those who work with - and against - them. In Googled, the reader discovers the 'secret sauce' of the company's success and why the worlds of 'new' and 'old' media often communicate as if residents of different planets. It may send chills down traditionalists' spines, but it's a crucial roadmap to the future of media business: the Google story may well be the canary in the coal mine.
Googled is candid, objective and authoritative. Crucially, it's not just a history or reportage: it's ahead of the curve and unlike any other Google books, which tend to have been near-histories, somewhat starstruck, now out of date or which fail to look at the full synthesis of business and technology.

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LibraryThing Review

User Review  - danoomistmatiste - LibraryThing

Quite an interesting read. For all it's success, the author quotes a few spectacular failures such as the Uber Fund LCTM created by Nobel Laureates that failed spectacularly for, as the author notes ... Read full review

LibraryThing Review

User Review  - RalphLagana - LibraryThing

OK, what I'm about to do is pretty unfair to the author but...I'm going to do it anyway. I'm writing my review halfway through reading the book. This is an interesting book if you know next to nothing ... Read full review

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About the author (2009)

Ken Auletta, one of the pre-eminent US-based business journalists of the past thirty years, has written the Annals of Communications column for The New Yorker since 1992. He is the author of ten books, including four US bestsellers: Three Blind Mice: How the TV Networks Lost Their Way; Greed and Glory on Wall Street: The Fall of the House of Lehman and World War 3.0: Microsoft and Its Enemies. He lives in Manhattan with his wife, the agent Amanda Urban.

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