Googled is candid, authoritative and based on extensive research, including in-house at Google HQ where Ken Auletta had unprecedented access. He conducted over 150 interviews at Google with the company's founders and executives and also interviewed those in the media who are struggling to keep their heads above water. Crucially, Googled is not just a history or reportage: it's forward-looking. Auletta reveals how the media industry is being disrupted and redefined and shows how and why the worlds of 'new' and 'old' media often communicate as if residents of different planets. Googled is already being hailed as the definitive work on Google and is a crucial roadmap to how media business may be done in the future.
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At last, a book about Google that does not require readers to get in touch with their inner geek. The most important company of the internet era, and the most controversial new media company for a generation has deserved a more accessible account for the general reader. In the hands of Ken Auletta, media writer for The New Yorker magazine, it gets one. (Financial Times )
Ken Auletta, one of America's best business journalists, has turned his attention on the firm, with particular reference to the challenges it faces ... superbly reported (John Lanchester Observer )
This insightful book reinforces the need for old media ... brilliant (The Times )
Compelling (The Economist )
The story he is telling, and its ramifications, is a narrative which is shaping the era in which we live, and at a frightening pace (Telegraph )
Ken Auletta, one of America's best business journalists, has turned his attention on the firm, with particular reference to the challenges it faces ... superbly reported (John Lanchester Observer )
This insightful book reinforces the need for old media ... brilliant (The Times )
Compelling (The Economist )
The story he is telling, and its ramifications, is a narrative which is shaping the era in which we live, and at a frightening pace (Telegraph )
Book Description
'The story he is telling, and its ramifications, is a narrative which is shaping the era in which we live, and at a frightening pace' Telegraph
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
By Rolf Dobelli
TOP 500 REVIEWER
Format:Hardcover
In this excellent study of the Google organization and its influence, ace media writer Ken Auletta combines Google's history with an analysis of what its success means to traditional publications and their advertising. He uses his high-level access to media industry moguls and tech insiders to flesh out the story. Readers who have closely followed the shifting journalistic landscape won't find surprises here, but for those seeking to make sense of shrinking newspapers and of all those ads in the right column of their Google search results, Auletta offers a thorough, absorbing backgrounder. getAbstract recommends his well-crafted book to investors and professionals seeking perspective on the changing media environment.
1 of 1 people found the following review helpful
By Dr. Bojan Tunguz
TOP 500 REVIEWER
Format:Paperback
I have read several books about Google over the years, and this one is certainly the best written of them all. This is not surprising - Ken Auletta is a writer, journalist and media critic for The New Yorker. His writing is of an exceptionally high quality and a pleasure to read. The book is also very well researched, with first-hand accounts from many of the key players at Google and other companies that prominently feature in this story. Many of the stories about Google's early years have been written about before in other books and articles, but there are also a substantial number of new, untold accounts. In particular, we get a better idea of who were the important early investors in Google and the order in which they supported the fledgling company. Several not-so-famous high-level operatives are profiled who had a substantial influence on Google's development. However, even though these profiles are not the typical puff-pieces that have come to dominate the popular business press, they are not all that critical and candid either. From the point of view of writing an interesting story this is somewhat to be expected. The triumvirate that runs Google despite their incredible business success is composed of three very geeky individuals that don't necessarily have the most exciting personalities. On the other hand certain other highly visible members of the Google hierarchy perform rather obscure functions in the company that are hard to get too excited about from the outsider's point of view. None of the books about Google that have come out so far provide us with the intriguing stories of what is really going on inside Google - clashing personalities, conflicting projects, dazzling new ideas, development dead ends, etc.... Read more ›
By Gordon Ross
Format:Paperback
Ken Auletta has produced the definitive history of Google, which is both balanced and thorough, taking us through the 12 years of Google's existence.
Google started as a search engine and has grown into a multi-billion dollar software, technology, advertising and media company all rolled into one.
Aulettas' book explains some of how "new" media works, and where it could be heading.
He produced the book based on hundreds of interviews with Google founders and partners (employees), but it is no PR exercise, he is not shy of bringing up Google's faults, as well as its spectacular successes.
Ken Auletta is a respected business author and journalist, who has previously written best sellers on Microsoft, Wall Street, and the US TV networks.
Google started as a search engine and has grown into a multi-billion dollar software, technology, advertising and media company all rolled into one.
Aulettas' book explains some of how "new" media works, and where it could be heading.
He produced the book based on hundreds of interviews with Google founders and partners (employees), but it is no PR exercise, he is not shy of bringing up Google's faults, as well as its spectacular successes.
Ken Auletta is a respected business author and journalist, who has previously written best sellers on Microsoft, Wall Street, and the US TV networks.
Format:Paperback
I really enjoyed this book. It gives a thorough and fairly well balanced (although you can soon see that Ken is a staunch supporter of Google) account of the meteoric rise of Google, the way it has made traditional media companies search (excuse the pun) for where their futures lie and also gives a good insight into the characters of the founders, and their total influence on the operative way Google works.
6 of 10 people found the following review helpful
By Jezza
Format:Paperback
Lots of dreary detail about the education and previous career of everyone who has ever worked at Google. Little insight into strategy, technology, or social implications - at least until the point at which I gave up (about half way through). Perhaps all the clever stuff is later, after the important facts about who played college football and/or the saxophone with whom.
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