Auletta Ken - Googled: the end of the world as we know it

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 companys 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: its 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--Publishers description.;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 Googles 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.;Messing with the magic -- Starting in a garage -- Buzz but few $s -- Prepping the Google rocket -- Innocence or arrogance? -- Google goes public -- The new evil empire? -- Chasing the fox -- War on multiple fronts -- Waking the government bear -- Google enters adolescence -- Is old media drowning? -- Compete or collaborate? -- Happy birthday -- Googled -- Where is the wave taking old media? -- Where is the wave taking Google?