THERE ARE COMPANIES that create waves and those thatride or are drowned by them．Bestselling author,Ken Auletta，takes readersfor a ride on the Google wave，telling the sl；ory of how it formed andcrashed into traditional media businesses—from newspapers to books．to television，to movies，to telephones，to advertisin9，to Microsoft-and now hopes to become the world's first$1 00 billion media company．
AULETTA gained unprecedented access to Google's notoriously private founders，Larry Page and Sergey Brin，as well as to those who work with-and against-them．Using Google as a stand—in for the digital revolution，he takes readers inside closed—door meetings for the fullest account ever told of Google's rise，shares the recipe of their‘secret sauce’and shows why the worlds of‘new’and‘old’media often communicate as if residents of different planets．
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 t00，from its burgeoning size to losing focus to hubris．In the coming years．Google's faith in mathematicalformulas and slide rule logic will be tested to the limit.
DISTILLING the knowledge accrued from a career covering the media，Auletta presents a revealin9，forward—looking examination of the outsized influence Google has had on the changing media landscape andoffers insights into what we know,and don’t know,about what thefuture holds for an imperilled industry． |
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