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Ken Auletta

Googled: The End of the World As We Know It Hardcover – November 3, 2009

by Ken Auletta (Author)

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A revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape.

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.

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.

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.

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.

Print length

400 pages
Language

English
Publisher

Penguin Press
Publication date

November 3, 2009
Dimensions

6.5 x 1.25 x 10 inches
ISBN-10

1594202354
ISBN-13

978-1594202353
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Editorial Reviews

From Publishers Weekly

Two Googles emerge in this savvy profile of the Internet search octopus. The first is the actual company, with its mixture of business acumen and naïve idealism (Don't Be Evil is the corporate slogan); its brilliant engineering feats and grad-students-at-play company culture; its geek founders, Sergey Brin and Larry Page, two billionaires who imbibe their antiestablishment rectitude straight from Burning Man; its pseudo-altruistic quest to offer all the world's information for free while selling all the world's advertising at a hefty profit. The second Google is a monstrous metaphor for all the creative destruction that the Internet has wrought on the crumbling titans of old media, who find themselves desperately wondering how they will make money off of news, music, video and books now that people can Google up all these things without paying a dime. The first Google makes for a standard-issue tech-industry grunge-to-riches business story, its main entertainment value being Brin's and Page's comical lack of social graces. But New Yorker columnist Auletta (World War 3.0: Microsoft and Its Enemies) makes the second Google a starting point for a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries. (Nov. 3)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

“This is an engrossing look at Google and the broader trends in information and entertainment in the Internet age.”—Booklist, Starred Review

“[A] savvy profile of the Internet search octopus….[and] a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries.”—Publishers Weekly

“Auletta uncovers some endlessly colorful material and assesses [Google’s] prospects critically but fairly.”—Kirkus Reviews

“Auletta has captured something critical and true about the tribe that made the enormous success of Google possible. His understanding is critical and essential for anyone trying to predict how long this run of enormous success will continue. Bottom line: Not forever, and maybe not much longer. Here's exactly why.”—Larry Lessig, author of Remix: Making Art and Commerce Thrive in the Hybrid Economy and Free Culture: The Nature and Future of Creativity

“A uniquely incisive account of the new Internet revolution, powered by Ken Auletta’s unparalleled access. Essential reading.”—Marc Andreessen, founder of Netscape and co-founder of Ning

"Ken Auletta has produced the seminal book about media in the digital age. It is a triumph of reporting and analysis, filled with revealing scenes, fascinating tales, and candid interviews. Google is both a driver and a symbol of a glorious disruption in the media world, and Auletta chronicles, in a balance and thoughtful way, both that glory and that disruption."—Walter Isaacson, author of Einstein: His Life and Universe and Benjamin Franklin: An American Life

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Product details

Publisher ‏ : ‎ Penguin Press; First Edition (November 3, 2009)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 400 pages
ISBN-10 ‏ : ‎ 1594202354
ISBN-13 ‏ : ‎ 978-1594202353
Item Weight ‏ : ‎ 1.5 pounds
Dimensions ‏ : ‎ 6.5 x 1.25 x 10 inches

Best Sellers Rank: #1,078,863 in Books (See Top 100 in Books)
- #156 in Online Internet Searching
- #742 in Media & Communications Industry (Books)
- #963 in Computers & Technology Industry

Customer Reviews:
122 ratings

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Amazon Customer

Great read

Reviewed in the United States on December 6, 2016

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Glad I finally got around to this one. Much of Google's history has become pretty public knowledge but Auletta dives deeper than most. Whenever a company becomes as powerful as Google (i.e Microsoft, GM, GE, Disney, etc.) there is so much be learned in their history, successes and failures. I think society has accepted the value of biographies but these company profile/expose books or whatever you want to call them are becoming equally valuable. Just breaking down the theory and negotiation of some of Google's biggest acquisitions was worth the admission price alone. Hearing the stories of incumbent media companies doubting and then fearing Google is priceless. If you're an Android nerd like I am you will love the origins of the mobile OS and the struggles with carriers and FCC regulations. Who knew that was all it took to establish a dominant mobile empire without even really trying that hard? The sub-title is a little misleading. Never did I feel like Auletta really believed that Google was changing the world in an evil way. And for what it's worth, the book goes on lots of useful tangents about companies other than Google. This isn't a prophetic call to arms to stop a monopolistic monster. But it is a fantastic examination of the the most fascinating company of the digital generation.

I hope my review has been helpful to you. It encourages me to continue writing and updating my reviews. Please leave a comment if you have any questions, I will be more than happy to answer if I can be of help.

8 people found this helpful

Helpful

Larry R Frank Sr, MBA, CFP

Read, as a corporate biography, and it shouldn't disappoint ...

Reviewed in the United States on January 5, 2010

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... but, you should not expect huge new insights (ahead of what Google may announce).

Auletta does an excellent job capturing the biography of Google along with snippets of the lives of those involved with Google and other companies from 1998 to 2009. Google's customer focus, math, algorithms, emphasis on engineers and twenty percent of their time on their own ideas and projects, and their mantra "Do no evil" has paid off.

However, I'm reminded of my business school professor's constant theme for case studies - the winners who have survived write the history. Therefore, there is a bit of survivor bias to any such work. This is not meant to take away from the merits of Google or Auletta's work documenting them; simply to recall that a different confluence of events may have produced much different results and this hindsight does not suggest the future would be the same.

This is a good compilation of past events for those interested in the interaction of the many various industries affected by Google ... television, advertising, music/recording, newspapers, news wire services, book publishing, broadcast radio, movie business, telephone companies ... as well as specific companies like Microsoft and Yahoo. This comes directly from the free time engineers get to dream up new ideas constantly. Moreover, from the old industry's failure to recognize how to use the internet, or that Google is a platform, or Google's business model.

The biggest prize Google gets with all of its projects? More data; and with more data comes more opportunities to build more algorithms and develop other uses. One manner in which we pay for Google is not by money, but by the data we leave in our wake, either intentionally or not. Also, Cloud computing becomes possible with all the servers Google compiled all over the globe. Google's Chrome was developed as a defense against Microsoft's Internet Explorer. Aulette's work should make us think more about our own computing habits and does provide some historical insight into this segment of the technology sector, albeit from a Google point of view.

Google has become a verb. However, remember another great company that was a verb, and has fallen out of use - Xerox. The last chapter alone, which raises many issues and thoughts for contemplation, is worth getting the book.

Finally, as a consumer, one should recognize that the purpose of any business model is to monetize their product, no different than the company you work for. Google is no different. That's capitalism and how each of us participates in our own way in the wealth of the economy.

Wealth Odyssey: The Essential Road Map For Your Financial Journey Where Is It You Are Really Trying To Go With Money?

2 people found this helpful

Helpful

Adam Thierer

A terrific read by a gifted journalist

Reviewed in the United States on December 13, 2009

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Auletta is an amazingly gifted journalist and knows how put together a hell of good story. It helps in this case that he was granted unprecedented access to the Google team and their day-to-day workings at the Googleplex. I'm really shocked by the level of access he was granted to important meetings and officials-over 150 interviews with Googlers, including 11 with CEO Eric Schmidt and several with founders Sergey Brin and Larry Page. That's impressive.

The book shares much in common with Randall Stross's excellent Planet Google: One Company's Audacious Plan to Organize Everything We Know. Both books recount the history of Google from its early origins to present. And both survey a great deal of ground in terms of the challenges that Google faces as it matures and the policy issues that are relevant to the company (privacy, free speech, copyright law, etc).

What makes Auletta's book unique is the way we taps his extensive "old media" world contacts and integrates such a diverse cast of characters into the narrative -- Mel Karmazin (former Viacom, now Sirius XM), Bob Iger (Disney), Howard Stringer (Sony), Martin Sorrrell (WPP), Irwin Gotlieb (Group M), and even the Internet's "inventor"-Al Gore! Auletta interviews them or recounts stories about their interactions with Google to show the growing tensions being created by this disruptive company and its highly disruptive technologies. There are some terrifically entertaining anecdotes in the book, but the bottom line is clear: Google has made a lot of enemies in a very short time.

Indeed, the book is as much about the decline of old media as it is about Google's ascendancy. What Auletta has done so brilliantly here is to tell their stories together and ask how much old media's recent woes can be blamed on Google and digital disintermediation in general. "If Google is destroying or weakening old business models," Auletta argues, "it is because the Internet inevitably destroys old ways of doing things, spurs `creative destruction.' This does not mean that Google is not ambitious to grow, and will not grow at the expense of others. But the rewards, and the pain, are unavoidable," he concludes. Google is essentially just the tip of a giant wave of digital disintermediation that is tearing through the media landscape, Auletta argues. But because it is the biggest and most visible part of this wave, it invites greater scrutiny and scorn.

One person found this helpful

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k man

Five Stars

Reviewed in the United Kingdom on July 28, 2014

Verified Purchase

Great read very informative about Google.

Oluyinka Kolawole

Four Stars

Reviewed in the United Kingdom on December 1, 2015

Verified Purchase

not finished the book yet but reads well so far

Shridevi

Four Stars

Reviewed in India on March 23, 2016

Verified Purchase

The book was as per the description.

ashish

One Star

Reviewed in India on April 17, 2015

Verified Purchase

The book was not in good condition... The cover looked old and dirty

松下重悳

Googleの全てを客観的に描く

Reviewed in Japan on June 29, 2010

Verified Purchase

　Google社の誕生以来の歴史、現在、将来を、詳細に網羅する。この種の本にあり勝ちなチョウチン記事はなく、勝ち取った成功も、成功の副作用として湧き上がった旧体制からの反発も、将来の夢もリスクも描いて客観的だ。
　Google幹部や対抗勢力の有力者など個々人の喜怒哀楽まで描いて面白い。驚異的な取材量だ。無数のインタビューと文献を綴って構成する方針なので、甲論乙駁があり、独断や偏りのない記述になっている。Google社をバランスよく詳細レベルで理解する上でまたとない本である。
　Google社は今最も注目されている国際企業の一つだ。誰もがそのサービスのお世話になっている。本書で同社の企業理念と歴史を明確に知ることにより、サービス内容や企業戦略がなぜ今そうなっているのかをより良く理解することが出来て興味深い。
　若干冗長で大冊になっており、我々外国人の読者には重荷だ。但し文章は平易で楽しく読める。

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