Advertising and Google

Topics: Google, Advertising, Google search Pages: 346 (142198 words) Published: February 6, 2012
Table of Contents Title Page Copyright Page Dedication PREFACE PART ONE - Different Planets CHAPTER ONE - Messing with the Magic

PART TWO - The Google Story CHAPTER TWO - Starting in a Garage CHAPTER THREE - Buzz but Few Dollars CHAPTER FOUR - Prepping the Google Rocket CHAPTER FIVE - Innocence or Arrogance? CHAPTER SIX - Google Goes Public CHAPTER SEVEN - The New Evil Empire? PART THREE - Google Versus the Bears CHAPTER EIGHT - Chasing the Fox CHAPTER NINE - War on Multiple Fronts CHAPTER TEN - Waking the Government Bear CHAPTER ELEVEN - Google Enters Adolescence CHAPTER TWELVE - Is "Old" Media Drowning? CHAPTER THIRTEEN - Compete or Collaborate? CHAPTER FOURTEEN - Happy Birthday PART FOUR - Googled CHAPTER FIFTEEN - Googled CHAPTER SIXTEEN - Where Is the Wave Taking Old Media? CHAPTER SEVENTEEN - Where Is the Wave Taking Google? Acknowledgements NOTES


ALSO BY KEN AULETTA Media Man: Ted Turner's Improbable Empire Backstory: Inside the Business of News World War 3.0: Microsoft and Its Enemies The Higbwaymen: Warriors of the Information Superhighway Three Blind Mice: How the TV Networks Lost Their Way Greed and Glory on Wall Street: The Fall of the House of Lehman The Art of Corporate Success: The Story of Schlumberger The Underclass Hard Feelings The Streets Were Paved with Gold

THE PENGUIN PRESS Published by the Penguin Group Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, U.S.A. Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario, Canada M4P 2Y3 (a division of Pearson Penguin Canada Inc.). Penguin Books Ltd, 80 Strand, London WC2R ORL, England. Penguin Ireland, 25 St. Stephen's Green, Dublin 2, Ireland (a division

of Penguin Books Ltd). Penguin Books Australia Ltd, 250 Camberwell Road, Camberwell, Victoria 3124, Australia (a division of Pearson Australia Group Pty Ltd). Penguin Books India Pvt Ltd, 11 Community Centre, Panchsheel Park, New Delhi-110 017, India. Penguin Group (NZ), 67 Apollo Drive, Rosedale, North Shore 0632, New Zealand (a division of Pearson New Zealand Ltd). Penguin Books (South Africa) (Pty) Ltd, 24 Sturdee Avenue, Rosebank, Johannesburg 2196, South Africa Penguin Books Ltd, Registered Offices: 80 Strand, London WC2R ORL, England First published in 2009 by The Penguin Press, a member of Penguin Group (USA) Inc.

Copyright (c) Ken Auletta, 2009 All rights reserved LIBRARY OF CONGRESS CATALOGING IN PUBLICATION DATA Auletta, Ken. Googled : the end of the world as we know it / Ken Auletta. p. cm. Includes bibliographical references and index.

eISBN : 978-1-101-15140-2 1. Google (Firm) 2. Internet industry--United States. 3. Web search engines--United States--History. 4. Internet searching. I. Title. HD9696.8.U64G6623 2008 338.7'6102304--dc22 2009024770 Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above publisher of this book. The scanning, uploading, and distribution of this book via the Internet or via any other means without the permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic editions and do not participate in or encourage electronic piracy of copyrightable materials. Your support of the author's rights is appreciated. While the author has made every effort to provide accurate telephone numbers and Internet addresses at the time of publication, neither the publisher nor the author assumes any responsibility for errors, or for changes that occur after publication. Further, publisher does not have any control over and does not assume any responsibility for author or third-party Web sites or their content.

For Kate and Mike


he world has been...
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