Advertising and Google
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
INDEX
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
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
INDEX
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