Googled: Schmidt Wants To Build A “$100 Billion Media Company”

Erick Schonfeld, our favotite tech journalist, has obtained an advance copy of the new Ken Auletta book about Google and reports in Techcrunch:

If Google were a sitcom, it would open every week with co-founder Sergey Brin arriving late to a meeting “out of breath in a T-shirt, gym shorts, and on Rollerblades.” This familiar depiction of Brin finds its way into practically every major profile ever written about the company, and so too does it dutifully roll into Ken Auletta’s newest book, Googled: The End Of The World As We Know It.

The first scene is a 2003 meeting with Mel Karmazin (then CEO of Viacom) at the Google campus with a sweaty Brin, Google’s other co-founder Larry Page, and CEO Eric Schmidt. At the end of a his visit, Karmazin tells them he is appalled that Google is “fucking with the magic” of the media business by actually telling advertisers which ads work and which ones don’t.

Auletta is a writer for the New Yorker steeped in the media industry, and while he spent a lot of time with Brin, Page, and Schmidt, his best stories like this one come from the titans of media he’s been covering and schmoozing with for decades. As such the focus of the book is on Google’s rise as a media company at a time when every other media company is feeling threatened by the Internet, and Google specifically.

[article continues at Techcrunch]

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