The respected media writer Ken Auletta, author of the Annals of Communication feature in The New Yorker for more than a quarter-century, has written Googled: The End of the World As We Know It.
It is an exceptional new book (at least, through the first 160 pages I've read), and Auletta's unprecedented access pays off with a solid, but skeptical account of the creation and development of the company.
But he left one chapter on the floor, a series of 25 media maxims he concluded after his research on the search engine/advertising behemoth.
The chapter is embedded below. He decided it didn't fit with the book. He's right, but the chapter has some fun in reflecting on his decades of media writing.
It is an exceptional new book (at least, through the first 160 pages I've read), and Auletta's unprecedented access pays off with a solid, but skeptical account of the creation and development of the company.
But he left one chapter on the floor, a series of 25 media maxims he concluded after his research on the search engine/advertising behemoth.
The chapter is embedded below. He decided it didn't fit with the book. He's right, but the chapter has some fun in reflecting on his decades of media writing.
