Author: Ken Auletta
Translator: Woo-yeol Kim
Publisher: Time Biz
Hardcover | 544 pages | 223*152mm
| Important! Please read before you order! |
| >>>This book is written in Korean. |
About This Book
A revealing, forward-looking examination of the outsize influence Google
has had on the changing media Landscape.
There are companies that create waves and those that ride or are drowned
by them. As only he can, bestselling author Ken Auletta takes readers
for a ride on the Google wave, telling the story of how it formed and
crashed into traditional media businesses-from newspapers to books, to
television, to movies, to telephones, to advertising, to Microsoft. With
unprecedented access to Google's founders and executives, as well as to
those in media who are struggling to keep their heads above water,
Auletta reveals how the industry is being disrupted and redefined.
Using Google as a stand-in for the digital revolution, Auletta takes
readers inside Google's closed-door meetings and paints portraits of
Google's notoriously private founders, Larry Page and Sergey Brin, as
well as those who work with-and against-them. In his narrative, Auletta
provides the fullest account ever told of Google's rise, shares the
"secret sauce" of Google's success, and shows why the worlds of "new"
and "old" media often communicate as if residents of different planets.
Google engineers start from an assumption that the old ways of doing
things can be improved and made more efficient, an approach that has
yielded remarkable results- Google will generate about $20 billion in
advertising revenues this year, or more than the combined prime-time ad
revenues of CBS, NBC, ABC, and FOX. And with its ownership of YouTube
and its mobile phone and other initiatives, Google CEO Eric Schmidt
tells Auletta his company is poised to become the world's first $100
billion media company. 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,
from its burgeoning size to losing focus to hubris. In coming years,
Google's faith in mathematical formulas and in slide rule logic will be
tested, just as it has been on Wall Street.
Distilling the knowledge accrued from a career of covering the media,
Auletta will offer insights into what we know, and don't know, about
what the future holds for the imperiled industry.
Availability: Usually ships in 5~10 business days.
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