Customer Review

3 of 3 people found the following review helpful
3.0 out of 5 stars About the Media & Entertainment Industry rather than Google, February 20, 2010
This review is from: Googled: The End of the World As We Know It (Hardcover)
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.

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.
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