Googled: The End of the World as We Know It

NOTES

Preface

xi YouTube, with ninety million unique visitors: Nielsen VideoCensus, April 2009.

xi “The Internet... makes information accessible”: author interview with Hal Varian, April 1, 2009.

xii “Our goal is to change the world”: author one-on-one interview with Eric Schmidt at a forum sponsored by the New Yorker and the Newhouse School at Syracuse University June 11, 2008.

xiii Google could become a hundred-billion-dollar media company: author interview with Eric Schmidt, September 12, 2007.

CHAPTER 1: Messing with the Magic

3 With his suit and tie: Karmazin Google meeting described in author interviews with Karmazin, May 13, 2008, and August 22, 2008; Nancy Peretsman, May 1, 2008; Eric Schmidt, April 16, 2008, and September 15, 2008; Sergey Brin, September 18, 2008; and Richard J. Bressler, September 26, 2008.

3 Short and pugnacious: Ken Auletta, “The Invisible Manager,” The New Yorker, July 27, 1998.

4 Google’s private books revealed: from August 2004 Google IPO registration with the Securities and Exchange Commission.

4 Karmazin’s destination: description of 2400 Bayshore Parkway offices from visit by author, April 18, 2008; author interviews with David Krane, April 18, 2008, and with Marissa Mayer, September 18, 2008; and from Google video of headquarters, provided by Google.

6 25.2 billion Web pages: WorldWideWebSize.com, February 2, 2009.

7 It was Google’s ambition: Schmidt and Page speech at Stanford on May 1, 2002, as seen on YouTube.

7 several hundred million daily searches: Schmidt and Page speech at Stanford on May 1, 2002, as seen on YouTube.

7 the number of daily searches is now 3 billion: internal Google documents.

7 “our business is highly measurable”: author interview with Eric Schmidt, September 15, 2008.

8 $3 million spent: Advertising Age, September 11, 2008.

8 $172 billion spent in the United States on advertising, and the additional $227 billion spent on marketing: Zenith OptimediaReport, April 2009.

9 Mayer ... remembered the meeting vividly: author interview with Marissa Mayer, September 18, 2008.

9 “If Google makes”: author interview with Eric Schmidt, April 16, 2008.

9 “the long tail”: Chris Anderson, the Long Tail: Why the Future of Business Is Selling Less of More, Hyperion, 2006.

10 “aggregate content”: author interview with Larry Page, March 25, 2008.

10 from a peak daily newspaper circulation: Nicholas Carr, Big Switch: Rewiring the World, From Edison to Google, Norton; and The Project for Excellence in Journalism, “State of the News Media Report,” March 2007.

10 those networks... attract about 46 percent of viewers: Nielsen data on the 2008-9 season, May 2009.

12. “The innovator’s dilemma”: Clayton M. Christensen, Innovator’s Dilemma, Harvard Business School Press, 1997.

12. “Your choices suck”: author interview with Mel Karmazin, May 13, 2008.

12 “I will believe in the 500-channel world”: Sumner Redstone speech before the National Press Club, October 19, 1994.

13 Vinod Khosla ... once told: “An Oral History of the Internet,” Vanity Fair, July 2008.

13 “a tsunami”: author interview with Craig Newmark, January 11, 2008.

14 Nielsen reported: The Nielsen Company, “Three Screen Report,” May 2008.

14 In 2008, more Americans: press release from the Pew Research Center for People & the Press, December 23, 2008.

14 the number one network teleuision show: Nielsen Media Research.

14 an estimated 1.6 billion: Universal McCann study, “Wave.3,” March 2008, and John Markoff, the New York Times, August 30, 2008.

14 newspapers, which traditionally claimed nearly a quarter: JackMyers.com.

14 lost 167,000 jobs: Advertising Age report from the Bureau of Labor Statistics, February 18, 2008.

14 two hundred billion dollars: Myers Advertising and Marketing Investment Insights, annual advertising spending forecast, September 15, 2007.

14 plunge below 20 percent: McCann Erickson Worldwide chart of percentage of ad dollars by media, 1980-2007.

15 it took telephones seventy-one years ... just five years: Progress & Freedom Foundation report, January 16, 2008, and “The Decade of Online Advertising,” DoubleClick, April 2005.

15 thirty-four technology stocks: charts provided to the author by Yossi Vardi.

15 1 million job applications: author interview with Lazslo Bock, August 22, 2007.

15 Its revenues... from advertising and other Google statistics: Google’s SEC filing for fiscal year ending December 31, 2007, Google Amendment No. 9 to Form S-1, filed with the SEC August 18, 2004, and Google 10-K filed with the SEC, December 31, 2008.

16 daily advertising impressions: Google Product Strategy Meeting attended by the author, April 16, 2008.

16 Google’s hundreds of millions of daily auctions: reported in its Google 10-K SEC filing for the year ending December 31, 2007.

16 index contained: Google’s third-quarter earnings report, October 16, 2008.

16 billions of pages per day: Google internal documents for March 2008, presented at an April 16, 2008, Google Product Strategy Meeting attended by the author.

16 tens of billions: May 2007 revenue report, the Interactive Advertising Bureau.

16 YouTube ... twenty-five million unique daily visitors; DoubleClick posted seventeen billion: Eric Schmidt presentation to Google employees, April 28, 2008.

16 Google’s ad revenues in 2008: “Media Spending 2006-2009 Estimates,” JackMyers. com, January 29, 2008.

16 “We began”: Google 10-K filed in 2008 for the period ending December 31, 2007.

16 “We are in the advertising business”: author interview with Eric Schmidt, October 9, 2007.

17 likens Google to ... Andy Kaufman: author interview with Marc Andreessen, May 5, 2007.

17 “I sometimes feel”: author interview with Eric Schmidt, March 2, 2007.

17 seventy million dollars: Adam Lashinsky, “Where Does Google Go Next?” Fortune, May 26, 2008, and confirmed by Google.

18 conveys a sense of freedom: author interview with Krishna Bharat, September 12, 2007.

18 Burning Man’s ten stated principles: Burning Man Web site.

18 “Google is a cross”: author interview with Peter Norvig, August 21, 2007.

18 She described the culture as “flat”: author interview with Stacy Savides Sullivan, August 21, 2007.

19 the best U.S. company to work for: Fortune, January 2008.

19 salaries are modest: SEC 14-A filing, March 24, 2009.

19 stock option grants: Google 10-K filed with the SEC for the fiscal year ending December 31, 2008.

19 more applicants are accepted by Harvard... packet about each: author interviews with Lazslo Bock, August 22, 2007, Leesa Gidaro, September 12, 2007, and David Drummond, March 25, 2008, and Google orientation for new employees, October 8, 2007, attended by author.

20 consisted of 130 people: author interview with David Krane, August 22, 2007.

20 a total of eight hours of his time: author interview with a senior executive at Google.

20 a blog explaining why he left: “Why Designer Doug Bowman Quit Google,” Google Blogoscope, March 21, 2009.

20 “knowledge workers”: author interview with Hal Varian, March 28, 2008.

20 “In some ways”: author interview with Paul Buchheit, June 9, 2008.

21 user experience matters most: author interview with Matt Cutts, August 20, 2007.

21 “church/state wall”: author interview with Larry Page, March 25, 2008.

21 four thousand dollars a day: Jason Calacanis blog from AdSense, July 28, 2008.

21 one thousand employees have received this subsidy: supplied to the author by Google.

22 “moral force”: author interview with Eric Schmidt, June 11, 2008.

22 “great values”: author interview with Al Gore, June 10, 2008.

23 “How can you”: author interview with Eric Schmidt, September 12, 2007.

23 Winograd . . . recounted a discussion at a TGIF: author interview with Dr. Terry Winograd, September 16, 2008, confirmed by another Google executive.

CHAPTER 2: Starting in a Garage

27 revenues that would reach . . . laptop PCs: time line on Microsoft.com.

27 I visited Gates: author interview with Bill Gates, 1998, for my book World War 3.0 Microsoft and Its Enemies, Random House, 2001.

28 “a reflexive belief”: author interview with John Battelle, March 20, 2008.

28 “a penchant for pushing boundaries”: “The Story of Sergey Brin,” Moment, February 2007.

28 Accounts of Michael and Eugenia Brin’s life in the Soviet Union and Sergey Brin’s boyhood from: author interview with Brin, September 18, 2008; Google Story, David A. Vise and Mark Malseed, Bantam Dell, 2005; Mark Malseed, “The Story of Sergey Brin,” Moment, February 2007; and Guy Rolnik, “I’ve Been Very Lucky in My Life,” Haaretz.com, May 24, 2008.

30 “a nerd” ... “pretty inspiring”: author interview with Brin, September 18, 2008, and Brin interview with the Academy of Achievement, a Museum of Living History, in Washington, D.C., October 28, 2000.

30 he was non-practicing . . . “I was never comfortable with that”: Guy Rolnik, “I’ve Been Very Lucky in My Life,” Haaretz.com, May 24, 2008.

30 the couple stood in bathing suits: Guy Rolnik, “I’ve Been Very Lucky in My Life,” Haaretz, May 24, 2008.

30 “What part of your success”: author interview with Sergey Brin, September 18, 2008.

31 treated by faculty as a peer . . . maybe become a professor: author interview with Brin, September 18, 2008.

31 “he passed all his tests”: author interview with Craig Silverstein, September 17, 2007.

31 “We were offended”: author interview with Sergey Brin, September 18, 2008.

32 Larry was born: e-mail exchange with Larry Page, April 24, 2009.

33 Larry was inspired . . . by a biography of Nikola Tesla: author interview with Page, March 25, 2008; John Battelle, Search: Inside Story of How Google and Its Rivals Rewrote the Rules of Business, Portfolio, 2005.

33 Page discusses childhood and Tesla in speech to the 2005 graduating class of engineers at the University of Michigan; http://disruptionmatters.com/2007/12/14/larry-pages-commencement-speech-at-the-2005-university-of-michigan/.

33 “I knew I was going to build a company eventually”: Larry Page interview with the Academy of Achievement, a Museum of Living History, in Washington, D.C., October 28, 2000.

33 his grandfather, an assembly-line morker: author interview with Larry Page, March 25, 2008.

33 “My dad actually said to me”: Larry Page speech to graduates at the engineering school of the University of Michigan, 2005.

33 Larry Page discusses his grandfather, parents, and college years as the commencement speaker at the University of Michigan graduation ceremonies, May 2, 2009, and available online.

34 “I kept complaining”: Page in Michigan Engineer, Spring/Summer 2001.

34 he was on the orientation team: author interview with Sergey Brin, September 18, 2008.

35 “I was thinking: what if we could download the whole Web”: Larry Page speech at University of Michigan graduation ceremonies, May 2, 2009 (available online).

35 Larry downloaded: John Battelle, Search, Portfolio, 2005.

35 fifteen million people: Mary Lu Carnevale, “The World-Wide Web,” Wall Street Journal, November 15, 1993.

36 memo to Bill Gates: Nathan P. Myhrvold, “Impact of the Internet,” November 15, 1994, gathered by the author for a May 12, 1997, profile of Myhrvold in The New Yorker.

36 Myhrvold presciently warned: Nathan P. Myhrvold, “No More Middleman: The Broad Impact of the Internet,” November 27, 1995.

36 Bill Gates galvanized his troops: “The Internet Tidal Wave,” May 25, 1995, and available via a Google search.

36 “In this report”: Mary Meeker and Chris DePuy, The Internet Report, HarperBusiness, 1996.

37 “He had a dial-up Web connection”: author interview with Mary Meeker, January 23, 2009.

37 twenty-two billion dollars on wireless services: Mark Landler, “An Aerial Assault on the Wired Nation,” in the New York Times, February 26, 1996.

37 he drew a distinction between incremental changes: Nathan P. Myhrvold, “Upcoming Sea Changes,” January 29, 1995.

37 “how things work” : author interview with Terry Winograd, September 25, 2007.

37 “the paradox of technology”: Donald A. Norman, Design of Everyday Things, Basic Books, 1988.

37 an obsession of Larry’s: author interview with Larry Page, March 25, 2008.

38 disdained games like golf: author interview with Omid Kordestani, April 15, 2008.

38 “two swords sharpening each other”: author interview with John Battelle, March 20, 2008.

38 “they were not”: author interview with Terry Winograd, September 25, 2007.

38 Page and Brin’s breakthrough: Search, John Battelle.

39 “they didn’t have this false respect”: author interview with Rajeev Motwani, October 12, 2007.

39 snuck onto the loading dock: author interview with Terry Winograd: September 16, 2008.

39 “We wanted to finish school”: Page and Schmidt appearance at Stanford, May 1, 2002, available on YouTube.

40 “You guys can always come back”: author interview with Larry Page, March 25, 2008; confirmed in a May 5, 2008 e-mail to the author from Jeffrey Ullman.

40 They chose the name Google: Sergey Brin interview with John Ince on PodVentureZone, January 2000.

40 “two important features”: Page and Brin, “The Anatomy of a Large-Scale Hypertextual Web Search Engine”; a printed version, “The PageRank Citation Ranking: Bringing Order to the Web,” was published January 29, 1998, and is available on the Web.

40 “Brin and Page . . . are expressing a desire”: Nicholas Carr, Big Switch: Rewiring the World, From Edison to Google, W. W. Norton & Company, 2008.

41 “They were . . . part of an engineering tribe”: author interview with Lawrence Lessig, March 30, 2009.

41 “This is going to change the way”: author interview with Rajeev Motwani, October 12, 2007.

41 “free of many of the old prejudices”: Nicholas Negroponte, Being Digital, Alfred A. Knopf, Inc., 1995.

42 “Fortunately, I had taken up lock picking”: author interview with Sergey Brin, September 18, 2008.

42 They “thought it was sleazy”: author interview with Rajeev Motwani, October 12, 2007.

43 “I’ll take stock”: author interview with Craig Silverstein, September 17, 2007.

43 Information about Google’s early days in 1998 from author interviews with Ram Shriram, September 16, 2008, and June 12, 2008; Craig Silverstein, September 14, 2007, and September 17, 2007; Jeff Bezos, July 9, 2008; Sergey Brin, September 18, 2008; and Susan Wojcicki, September 10, 2007, and April 16, 2008.

45 ten thousand search queries: Google’s “Google Milestones” chronology

45 Search really “does have a potential”: Karsten Lamm, Stern, January 1999.

CHAPTER 3: Buzz but Few Dollars (1999—2000)

46 one million dollars received from its four initial investors: Google’s IPO document, August 2004.

46 Google had indexed only about 10 percent . . . five hundred thousand daily: author interview with Marissa Mayer, August 21, 2007.

47 “a graduate-student Disneyland”: Michael Specter, “Search and Deploy: The Race to Build a Better Search Engine,” The New Yorker, May 29, 2000.

47 A green Ping-Pong table . . . “ ‘Do you speak?’ ”: author interviews with Marissa Mayer, March 25, 2008, and November 4, 2008.

47 five-million-dollar penthouse ... in Palo Alto: Julian Guthrie, “Googirl,” San Francisco Magazine, March 2008, confirmed by a close colleague of hers.

48 “we need a business plan”: author interview with Ram Shriram, September 16, 2008.

48 “a binder on what other companies were doing”: author interview with Salar Kamangar, March 27, 2008.

48 Kordestani was a perfect fit ... “It was a very thoughtful process”: author interview with Omid Kordestani, April 15, 2008.

49 Drummond remembers: author interview with David Drummond, September 11, 2007.

50 David Krane was working ... “the Interlochen uniform”: author interview with David Krane, April 18, 2008.

51 “Google wanted to create”: Ruth Kedar blog entry, January 15, 2008.

52 Ron Conway ... “more famous than I am!”: author interview with Ron Conway, March 25, 2008.

52 Danny Sullivan ... “science” of their search results: author interviews with Danny Sullivan, August 27, 2007, and March 20, 2008.

53 “had a purist view”: author interview with Ram Shiram, September 16, 2008.

53 Barry Diller... “wildly self-possessed”: author interview with Barry Diller, March 3, 2009.

53 the founders “were on a mission”: author interview with Susan Wojcicki, September 10, 2007.

54 They set out to recruit: author interview with Ram Shriram, September 16, 2008. Another account of the negotiations with Kleiner Perkins and Sequoia was provided by John Heilemann in GQ, March 2005.

54 Doerr remembers the meeting vividly: author interview with John Doerr, September 18, 2008.

54 “devotion to their dream”: author interview with Michael Moritz, August 23, 2007.

55 “The understanding when we invested”: author interview with Michael Moritz, August 23, 2007.

55 “I think of him as Kobe Bryant”: author interview with Ram Shriram, June 12, 2008.

55 They also held their first press conference: Google home movie, June 7, 1999, shared with author by Google.

56 “Big deal”: author interview with Sergey Brin, September 18, 2008.

56 “We got overwhelmed with traffic”: author interview with Craig Silverstein, September 17, 2007.

56 figure out how to block pornography searches: author interview with Matt Cutts, August 20, 2007.

57 called in a real estate agent: author interview with Susan Wojcicki, April 16, 2008.

57 “Chef Audition Week”: author interview with Marissa Mayer, March 25, 2008.

57 “The fat found in fish”: interview with Charlie Ayers, Advancedengineeringbd .com, March 23, 2008.

57 “I think they were a little bit perturbed”: author interview with Sergey Brin, October 10, 2007.

58 The first place in the valley Al Gore visited... “It was hilarious!”: author interview with Al Gore, June 10, 2008.

58 At around 4:30 ... “Which prize?”: author attended this and all other Google TGIF’s described.

59 Doerr described Sergey: author interview with John Doerr, September 18, 2008.

60 game show: To Tell the Truth, March 10, 2001, available on YouTube.

60 “Larry can be a little raw”: author interview with Megan Smith, April 17, 2008.

60 a fashionable cocktail party: author attended party for 23andMe, September 9, 2008.

61 7 million searches a day: Google Web site.

61 NASDAQ ... fell 78 percent: “How the Web Was Won,” Vanity Fair, July 2008.

61 “Ax in any successful venture”: author interview with Hal Varian, March 27, 2008.

61 revenues would total $19.1 million: Google August 2004 IPO filing with the SEC.

61 “zero discussion”: author interview with Salar Kamangar, March 27, 2008.

61 an encounter around this time with Page and Brin and Bill Gross: John Battelle, Search, Portfolio, 2005.

62. established Google as Yahoo’s official search engine: Randall Stross, Planet Google: One Company’s Audacious Plan to Organize Everything We Know, Simon & Schuster, 2008; also Vise and Malseed and Battelle books.

62. 3.7 million shares: Google’s Form-1 Registration Statement from IPO filing, August 2004.

62 “It was really about the quality of the search”: author interview with Danny Sullivan, March 20, 2008.

63 moving too gingerly for Doerr and Moritz: author interview with Doerr, September 18, 2008, and Moritz, August 23, 2007.

64 “They thought everyone ... was a clown”: author interview with Paul Buchheit, June 9, 2008.

64 “they wanted a fellow intellectual”: author interview with Omid Kordestani, April 15, 2008.

64 “they were not convinced”: author interview with Marissa Mayer, November 4, 2008.

64 “They resisted hiring ordinary people”: author interview with Micheal Moritz, August 23, 2007.

64 “All of us on the board”: author interviews with Ram Shriram, June 12, 2008, and September 16, 2008, and with Michael Moritz, August 23, 2007, and March 31, 2009.

65 “It was chaos”: author interview with Tim Armstrong, February 28, 2008.

65 The founders interviewed two computer scientists: author interview with Marissa Mayer, November 4, 2008.

65 indexed one billion Web pages: Google Web site.

65 $19 million ... $14.6 million: Google Form S-1, filed with the SEC on August 18, 2004.

CHAPTER 4, Prepping the Google Rocket (2001-2002)

66 five billion songs: Apple press release, June 2008.

66 ten million entries: Google search of Wikipedia.

67 Don’t settle: Larry Page speech at Stanford University, May 1, 2002, available via a link on Page’s Wikipedia page.

67 “the real turning point”: author interview with Craig Silverstein, April 14, 2008.

67 one senior engineer “had 130 direct reports”: author interview with Eric Schmidt, April 16, 2008.

67 Doerr ... thought his friend Eric Schmidt might be a perfect fit: author interview with John Doerr, September 18, 2008.

67 Brin had called Schmidt: author interview with Eric Schmidt, April 16, 2008, and June 11, 2008.

68 “They started going at it”: author interview with Eric Schmidt, October 9, 2007.

68 Schmidt was born: author interview with Eric Schmidt, June 11, 2008.

70 Schmidt was paid a salary of $250,000: Google’s Form S-1 IPO Registration, August 18, 2004.

70 The “three of them must agree”: author interview with Eric Schmidt, October 9, 2007.

70 “Eric doesn’t have a huge ego”: Stewart Alsop, quoted in Search, John Battelle.

70 “I think it’s inappropriate to comment”: author interview with Eric Schmidt, October 9, 2007.

70 Instead of wearing: author interview with Eric Schmidt, October 9, 2007.

71 “They became office mates”: author interview with Rajeev Motwani, October 12, 2007.

71 “He found a way”: author interview with Omid Kordestani, April 14, 2008.

71 “had outgrown its usefulness”: author interview with Craig Silverstein, September 17, 2007.

71 “Larry is shy ... Sergey did all the talking”: author interview with Eric Schmidt, October 9, 2007.

72 “In exchange for sitting down with me”: Search, John Battelle.

72 Schmidt became Google’s “catcher”: author interview with Eric Schmidt, October 9, 2007.

72 “I don’t know what a catcher does”: author interview with Sergey Brin, September 18, 2008.

72 “He made us better understand”: author interview with Marissa Mayer, November 4, 2008.

73 “I’ll call you Monday morning”: author interview with Eric Schmidt, October 9, 2007.

73 He kept Page and Brin “focused”: author interview with Paul Buchheit, June 9, 2008.

73 Semel’s arrival aroused the righteous anger: Richard Siklos, “When Terry Met Jerry Yahoo,” New York Times, January 29, 2006.

73 “Terry brought two things”: author interview with Bobby Kotick, August 17, 2008.

74 “Semel did not know”: author interview with Ron Conway March 25, 2008.

74 “Help me with something” ... “they did not want to sell”: author interview with Terry Semel, July 10, 2008; confirmed by author interview with Eric Schmidt, March 26, 2008.

75 “Don’t be evil” : author interviews with Paul Buchheit, June 9, 2008, and David Krane, November 3, 2008; Search, John Battelle.

75 “Do you think Hitler thought he was evil?”: author interview with Andy Grove, August 20, 2007.

76 “Most people who worked with me”: author interview with Eric Schmidt, June 11, 2008.

76 “In all the years”: author interview with John Doerr, September 18, 2008.

76 “He had a slow start”: author interview with Ram Shriram, September 16, 2008.

77 a superb 2008 Fortune magazine piece: Jennifer Reingold, Fortune, July 21, 2008.

77 Doerr discusses Campbell: author interview with John Doerr, September 18, 2008.

78 a rare 2007 interview: Lenny T. Mendonca and Kevin D. Sneader, “Coaching Innovation: An Interview with Intuit’s Bill Campbell,” McKinsey Quarterly, 2007.

78 “Bill’s contribution”: author interview with Michael Moritz, August 23, 2007.

78 “were both impatient”: author interview with Ram Shriram, September 16, 2008.

79 “I would sit with Larry”: author interview with Bill Campbell, March 26, 2008.

79 “Sometimes when you are in a big and complex organization”: author interview with Bill Campbell, March 26, 2008.

79 Likens Campbell to “a shrink” and “Bill took me under his wing”: author interview with Eric Schmidt, October 8, 2007.

79 “he has the unique ability”: author interview with Larry Page, March 25, 2008.

79 “especially high EQ”: author interviews with Sergey Brin, September 18, 2008, and March 26, 2008.

80 “He’s closer to us than the board”: author interview with David Krane, April 18, 2008.

80 management “is a maratbon”: author interview with Larry Page, March 25, 2008.

80 “This isfamily forme ... changing the world”: author interview with Bill Campbell, October 8, 2007.

81 To better understand Bill Campbell Jr.: author interview with Bill Campbell, March 26, 2008.

81 “I really felt like I committed”: author interviews with Bill Campbell, June 11, 2008, September 16, 2008, and November 6, 2008, where he discusses his philosophy and biography.

83 Although Jobs ... Scully changed his mind: Jennfier Reingold interview with John Scully in Fortune, July 21, 2008.

84 “He’s been incredibly important in the valley”: author interview with Marc Andreessen, September 15, 2008.

85 one of Schmidt’s initial targets ... “all things take care of themselves”: author interviews with Sheryl Sandberg, September 10, 2007, and September 18, 2008.

87 “Before Sheryl arrived”: author interview with Mary Meeker, January 23, 2009.

87 Advertising ... had not been viewed “as a priority”: author interview with Eric Schmidt, October 9, 2007.

87 offered five million dollars: author interview with Matt Cutts, August 20, 2007.

88 “Google was really trying”: author interview with Benjamin A. Schachter, February 15, 2008.

88 the effort at Sandberg was now working on: author interview with Sheryl Sandberg, October 11, 2007.

88 What Google was quietly exploring ... monitorthe results online: author interviews with Salar Kamangar, March 27, 2008; Marissa Mayer, March 25, 2008; Susan Wojcicki, April 16, 2008; Hal Varian, March 27, 2008; and Sheryl Sandberg, September 18, 2008.

90 Israeli entrepreneur Yossi Vardi : author interview with Sergey Brin, September 18, 2008; Brin interview, Haaretz.com, June 2, 2008.

90 “AdWords is brilliant”: author interview with Nathan Myhrvold, March 28, 2008.

91 The effort was led and architected by Susan Wojcicki: author interview with Susan Wojcicki, April 16, 2008.

91 “basically turned the Web into a giant Google billboard”: Danny Sullivan, quoted by Jefferson Graham, “The House That Helped Build Google,” USA Today, July 5, 2007.

9I “He and an engineer” ... “You see why I work with these people”: author interview with Eric Schmidt, September 12, 2007.

91 a marketing budget of two hundred thousand dollars: author interview with Susan Wojcicki, April 16, 2008.

92 “probably was an accident”: Larry Page lecture at Stanford University May 1, 2002.

92 “It changed the way content providers think”: author interview with Susan Wojcicki, April 16, 2008.

92 $7 million: Google’s Form S-1 filed with the SEC, August 18, 2004.

92 “Now we could fund”: author interview with Urs Hölzle, September 10, 2007.

CHAPTER 5 Innocence or Arrogance? (2002-2003)

94 “Google would be a defining company”: author interview with Eric Schmidt, September 17, 2007.

94 “If we solve search”: Larry Page speech to Stanford University’s 2002 class, available via a link on Page’s Wikipedia page.

95 “No one knew who Google was”: author interview with Lynda Clarizio, June 4, 2008.

95 “I want us to bid to win”: author interview with Susan Wojcicki, April 16, 2008.

95 “We could have gone bankrupt”: author interview with Sergey Brin, September 18, 2008.

95 “Overture offered more money”: author interview with Robert Pittman, February 29, 2008.

95 “Every time you did a search”: author interview with Nick Grouf, February 15, 2008.

95 “affected how we thought”: author interview with Tim Armstrong, February 28, 2008.

95 “What are you going to do”: author interview with Eric Schmidt, September 17, 2007.

96 a “super librarian”: Larry Page speech at a press lunch prior to Google’s annual shareholder meeting, attended by author, May 10, 2007.

96 “We call up Al Gore” : author interview with Eric Schmidt, September 17, 2007.

96 “I sampled college students”: author interview with Dan Clancy and Adam Smith, September 11, 2007.

96 “If we had done that”: author interview with Sergey Brin, March 26, 2008.

97 “We overlap a lot”: author interview with Sergey Brin, October 11, 2007.

97 “He is also a principal proponent”: author interview with Laszlo Bock, March 24, 2008.

97 “on the user end experience”: author interview with Bill Campbell, October 8, 2007.

97 “brings more of an operational focus”: author interview with Craig Silverstein, September 17, 2007.

97 “We’re pretty lucky”: author interview with Sergey Brin, October 11, 2007.

97 “What both bring”: author interview with Nick Fox, September 11, 2007.

98 Brin was introduced ... “She was a clear hire”: author interview with David Drummond, March 25, 2008, and with Sergey Brin, March 26, 2008.

98 “Amid the surreal oddity of it”: e-mail exchange between the author and Alissa Lee, March 20, 2009.

98 buying a Boeing 767: author interview with John Doerr, September 18, 2008.

100 “huge debate over Gmail”: author interview with Terry Winograd, September 25, 2007.

100 “an unprecedented invasion says Electronic Privacy group” : ZDNet, May 4, 2004.

100 “broaden horizons”: author interview with Krishna Bharat, September 12, 2007.

101 “making copies and taking pieces”: author interview with Jim Kennedy February 21, 2008.

101 “there is nothing naïve about these guys”: author interview with the AP’s Tom Curley February 21, 2008.

102. “This is a company”: author interview with Eric Schmidt, March 26, 2008.

102. “Google is driven by engineers”: author interview with Gordon Crovitz, April 27, 2007.

102 “Larry and Sergey didn’t like management”: author interview with Eric Schmidt, April 16, 2008.

103 “The biggest milestone”: author interview with John Doerr, September 18, 2008.

104 Google’s employee roster: IPO filing, August 2004.

104 Its new campus: Google form 10-K, filed with the SEC for end of fiscal 2007.

CHAPTER 6:Google Goes Public (2004)

105 To grow, Google needed to investment capital: author interview with Eric Schmidt, October 8, 2007.

105 An excellent account of the process Google followed in devising its IPO can be found in Vise and Malseed’s Google Story.

106 “It seemed to me vaguely undemocratic”: author interview with John Doerr, September 18, 2008.

106 “I didn’t want to take a position”: author interview with Ram Shriram, September 16, 2008.

106 consulting with Barry Diller: author interview with Larry Page, March 25, 2008.

106 ‘A Letter from the Founders“ contained in Google’s S-1 Registration Statement with the SEC, August 2004.

107 ”We were concerned“: author interview with Larry Page, March 25, 2008.

107 ”Holy shit“: author interview with David Krane, November 4, 2008.

108 ”Will it break one hundred dollars?“: author interview with Marissa Mayer, November 4, 2008.

108 The stock reached $108.31 ... to its employees: SEC Form S-1, August 2004.

109 Even Bonnie Brown: Stefanie Olsen, CNET News, January 23, 2008.

110 ”We began as a technology company“: Google IPO, SEC form 3-1, August 2004.

110 two hundred million dollars in 2003: author interview with Benjamin Schachter, February 15, 2008.

110 ”In a second“: author interview with Matt Cutts, March 26, 2008.

111 ”suggests that while Microsoft“: John Markoff, ”Why Google Is Peering Out, at Microsoft,“ New York Times, May 3, 2004.

111”we believe that our user focus“: Google IPO, August 2004.

112 ”Being less experienced“: author interview with Larry Page, March 25, 2008.

112. ”A lot of it is common sense“: author interview with Sergey Brin, September 18, 2008.

112 ”They wanted to replicate the Stanford culture“: author interview with Ram Shriram, June 12, 2008.

112 ”They predicted things that did not make sense to me“: author interview with Urs Hölzle, September 10, 2007.

112 ”Their clear, coherent point of view“: author interview with Terry Winograd, September 25, 2007.

112”The number of times they made me change my opinion“: author interview with Rajeev Motwani, October 12, 2007.

113 the construct framed by Eric Steven Raymond: Eric Steven Raymond, ”The Cathedral and the Bazaar,“ found at http:/wwwcatb.org/-esr/writings/cathedral-bazaar/.

113 Page and Brin actually have more experience: author interview with Eric Schmidt, September 12, 2007.

113 ”quintessential Montessori kids“: author interview with Marissa Mayer, August 21, 2007.

114 ”question everything“: Larry Page speech at University of Michigan, 2005.

114 ”There’s kind of a strength in the duo“: author interview with Bill Campbell, October 8, 2007.

114 ”We agree eighty to ninety percent of the time“: author interview with Sergey Brin, March 26, 2008.

114 ”If we both feel the same way ... we’re probably right“: author interview with Larry Page, March 25, 2008.

114 strength ”to be different“: author interview with Susan Wojcicki, September 10, 2007.

114 ”having a mental sparring partner“: author interview with Jen Fitzpatrick, September 12, 2007.

114 ”Having the two of them being completely in sync“: author interview with Omid Kordestani, September 12, 2007.

114 ”to force a conversation“: author interview with Eric Schmidt, September 12, 2007.

115 ”Some companies would be worried“: author interview with Sheryl Sandberg, October 11, 2007.

115 ”people saw values we believed in“: author interview with Craig Newmark, January 11, 2008.

115 the reason the troika ”works is that whoever you go to“: author interview with Sheryl Sandberg, October 11, 2007.

116 ”Eric is the leader for the company“: author interview with Sergey Brin, October 11, 2007.

116 ”I can’t imagine“: author interview with Bill Campbell, October 8, 2007.

116 ”A balanced appreciation“: author interview with Dan Rosensweig, February 27, 2008.

116 ”It borders on insulting“: author interview with Elliot Schrage, October 12, 2007.

116 ”catcher“: author interviews with Eric Schmidt, September 12, 2007, and October 9, 2007.

116 At the press lunch: post-Zeitgeist lunch attended by author, October 11, 2007.

117 ”the best business partner“: annual Google shareholder meeting attended by author, May 10, 2007.

117 ”Eric is the person who said“: author interview with Sheryl Sandberg, October 11, 2007.

117 ”I’ve become a huge cheerleader“: author interview with Michael Moritz, March 31, 2009.

118 an incident at the 2005 World Economic Forum: author interview with Andrew Lack, October 4, 2007.

118 ”no recollection of the specific incident“: e-mail from Arthur Sulzberger, Jr., April 29, 2009.

118 ”Schmidt confirmed Lack’s account“: author interview with Eric Schmidt, April 1, 2009.

118 ”Here’s the part you don’t see“: author interview with Bill Campbell, April 1, 2009.

119 ”We’re smart guys“: author interview with Terry Winograd, September 25, 2007.

120 ”privacy concerns“: Google IPO, August 2004.

CHAPTER 7: The New Evil Empire? (2004-2005)

122 a faux documentary by two young journalists: EPIC 2014 available on YouTube.

122 ”evil empire“: author interview with Sheryl Sandberg, October 10, 2007.

122 ”Did not begin until Google went public“: author interview with Eric Schmidt, April 16, 2008.

122 It took Microsoft fifteen years: time line on Microsoft.com.

123 ”There’s that same ’think big’ attitude“: Steven Lurie, quoted in Gary Rivlin, ”Relax, Bill Gates; It’s Google’s Turn as the Villain,“ New York Times, August 24, 2005.

123 their ”moon shot“: Jeffrey Toobin, ”Google’s Moon Shot,“ The New Yorker, April 18, 2007.

123 ”Google decides not to use that content“: Copies of Google library contracts with the University of Michigan and the University of California, 2006.

124 ”copyduty“: Kevin Kelly ”Scan This Book!“ New York Times Magazine, May 14, 2006.

124 ”People don’t buy books“: author interview with Sergey Brin, March 26, 2008.

125”Google went to libraries“: author interview with Richard Sarnoff, January 16, 2008.

125 He mentioned ”the huge risk“: author interview with Paul Aiken, February 14, 2008.

126 ”Fair use is as important a right as copyright infringement“: author interviews with David Drummond, September 11, 2007, and March 25, 2008.

126 ”finding a way to move forward“: author interview with John Hennessy June 9, 2008.

127 ”If they had a copyright lawyer“: author interview with Tim Wu, September 20, 2007.

127 ”Our patents, trademarks, trade secrets“: Google IPO prospectus, 2004.

127 ”I think that’s true“: author interview with Megan Smith, April 17, 2008.

128 ”We’re a technology company“: author interview with David Eun, September 18, 2007.

128 ”It’s probably both“: author interview with Paul Aitken, February 14, 2008.

128 ”The first thing he said was“: author interview with Mel Karmazin, May 13, 2008.

128 That year, Yahoo generated profits of $1.1 billion: Richard Siklos, ”When Terry Met Jerry Yahoo“ New York Times, January 29. 2006.

129 Google acquired fifteen smaller digital companies: financial results for 2005 available on Google.com.

129 The circulation of daily newspapers ... fall more steeply: Newspaper Association of America Web site.

129 falling 20 percent on average: Dick Edmonds, ”A Bad Year for Newspaper Stocks—a Worse Year for the Gray Lady“ Poynter Online, January 12, 2006.

130 U.S. content and software companies lost: Alan Cane, ”Attacking the Pirates,“ Financial Times, February 28, 2007.

130 About one billion songs per month: Ethan Smith, ”Sales of Music, Long in Decline, Plunge Sharply,“ Wall Street Journal, March 21, 2007.

130 ”I don’t believe they have any incentive“: author interview with Sir Howard Stringer, February 8, 2008.

130 three years earlier, in 2002: National Cable and Telecommunications Association.

130 The radio industry was also squeezed: ”Digitalization of the Media Industry: How Close to a Tipping Point?,“ The Kreisky Media Consultancy May 6, 2006.

131 concern about ”market power“: author interview with Irwin Gotlieb, June 2, 2008.

131 ”In Google’s 2004 annual report“: Annual 2004 report to shareholders from Larry Page and Sergey Brin, spring of 2005.

131 the founders gave old-media executives more cause for concern: annual letter to shareholders from Larry Page and Sergey Brin, 2004.

132 ”We told the pilots to head to London“: author interview with Sergey Brin, March 26, 2008.

132 ”he offered a number“: author interview with Jonathan Miller, February 12, 2008.

133 Microsoft spurned the advice: Robert A. Guth, ”Microsoft Bid to Beat Google Builds on a History of Misses,“ Wall Street Journal, January 16, 2009.

133 ”thinking they had the deal done“: author interview with Tim Armstrong, February 28, 2008

133 Google and AOL reached agreement: Google and Time Warner AOL press release, December 20, 2005.

134 ”so fearful of Google“: Mylene Mangalindan and Robert A. Guth, ”EBay Talks to Microsoft, Yahoo About a Common Foe: Google,“ Wall Street Journal, April 21, 2006.

134 ”more like us than anyone“: Fred Vogelstein interview with Bill Gates, Fortune, April 18, 2005.

134 If a user searched Tianamen Square: Peter Bazalgette, Guardian, August 17, 2008.

134 Four years later, at Google’s annual shareholder meeting: meeting on Google campus, May 8, 2008.

135 comply with the government of Thailand: Seth Mydans, ”Agreeing to Block Some Videos, YouTube Returns to Thailand,“ New York Times, September 1, 2007.

135 ”There is no question“: Elliot Schrage testimony before the Committee on International Relations of the U.S. House of Representatives, February 15, 2006.

135 ”It took me awhile“: author interview with Eric Schmidt, April 1, 2009.

136 ”CNET was banished“: Planet Google, Randall Stross, September 2008.

137 ”Because it was last minute“: author interview with Sergey Brin, March 26, 2008.

137 The Washington Post depicted the poor reception as a snub: Arshad Mohammed and Sara Kehaulani, ”Google is a Tourist in D.C., Brin Finds,“ Washington Post, June 7, 2006.

137 ”composed of ideological technologists“: author interview with Elliot Schrage, October 12, 2007.

138 ”One can make the argument“: author interview with Elliot Schrage, September 19, 2008.

138 ”in an important way, they are the same“: author interview with Lawrence Lessig, September 11, 2007.

CHAPTER 8: Chasing the Fox (2005-2006)

144 sixteen million monthly visitors; that number would quadruple over the next fourteen months: ComScore, BusinessWeek, November 5, 2007.

144 ”Sumner told Tom he did not want to get into a bidding war“: Julia Angwin, Stealing Myspace: The Battle to Control the Most Popular Website in America, Random House, 2009.

144 ”I think we have replaced MTV“: Tom Anderson in Der Spiegel, cited in Bill Wise, Search Insider, January 22, 2007, and Lotta Holmström in Grassroot Media, January 21, 2007.

145 ”I left“: author interview with Albie Hecht, January 15, 2008.

146 2005 study of media usage: ”Generation M: Media in the Lives of 8-18 Year-Olds,“ A Kaiser Family Foundation Study, March 2005.

146 A later study: Forrester Research report chart on YouTube and Internet use, Wall Street Journal, November 19, 2008.

147 Jason Hirschhorn was another Viacom refugee: author interviews with Jason Hirschhorn, February 12 and 21, 2008, and e-mail exchanges, March 2009.

149 Marc Andreessen has spent much of his life... an investor and board member: author interviews with Marc Andreessen, May 9, 2007, and June 9, 2008.

150 They named the site Ning: author interview with Andreessen, March 30, 2009.

150 ”I wouldn’t be sitting here without him“: author interview with Gina Bianchini, September 15, 2008.

150 ”You can talk about the economy“: author interview with Ben Horowitz, February 20, 2009.

152 thirty-four million monthly viewers: Nielsen/NetRatings, August 2006.

152 ”When we started“: author interview with Chad Hurley September 11, 2007.

153 ”If that works“: author interview with Eric Schmidt, June 11, 2008.

153 ”Right now“: Steve Ballmer Q&A with the editors of Business Week, October 11, 2006.

153 thirteen of the twenty most popular videos: Kevin J. Delaney and Matthew Karnitschnig, Wall Street Journal, February 21, 2007.

153 ”There are some issues with YouTube“: Redstone on Charlie Rose, quoted in the New York Times, October 10, 2006.

153 ”They can buy anything“: author interview with Irwin Gotlieb, June 2, 2008.

154 ”YouTube was an admission by Google“: author interview with Danny Sullivan, March 20, 2008.

154 ”They didn’t value our content“: author interview with Jeff Zucker, April 25, 2008.

154 ”Every time we thought we came down“: author interview with Phillipe Daumann, May 1, 2007.

155 ”no revenue at the time“: author interviews with Eric Schmidt, October 8, 2007, and June 11, 2008.

155 ”give the majority of revenue to them“: Larry Page at a small press lunch attended by the author, May 10, 2007.

155 ”theft“ : author interview with Phillipe Daumann, May 15, 2008.

155 ”it gets redistributed“: author interview with Jeff Bewkes, April 10, 2008.

156 ”I don’t need somebody else to say“: author interview with Phillipe Daumann, May 15, 2008.

156 willing to believe that Google ”was well intentioned“: author interview with Jeff Bewkes, April 10, 2008.

156 ”You either find a way“: author interview with Albie Hecht, January 15, 2008.

157 ”Content is where people spend their time“: author interview with Herbert Allen III, January 24, 2007.

157 ”I figured that if things go well“: author interview with Robert Iger, May 17, 2007.

157 ”The first thing I did“: author interview with Robert Iger, May 17, 2007.

158 $44 million in revenues in 2006: ”Spotlight on Television 2.0 Leaders: The Walt Disney Company,“ IP Media Monitor, October 2006.

159 ”the issue of the moment“: author interview with Steven Rattner, April 24, 2007.

159 would spread CBS content: author interviews with Les Moonves, June 12, 2007 and April 7, 2008.

159 proposed agreement with Yahoo : author interview with Jeff Fager, September 11, 2008.

161 ”I think Quincy is one of the most advanced thinkers“: author interview with David Eun, June 12, 2008.

161 He cut it, though, for his first job: author interviews with Quincy Smith, January 23, April 9, June 9, and June 24, 2008.

163 CBS clips got twenty-nine million views: CBS press release, November 21, 2006.

164 ”When you’re a small company“: Eric Schmidt, quoted in ”Google Gets Friendly,“ Jeremy Caplan, Time, October 1, 2006.

164 ”duplicate detection“: Google News announcement, August 31, 2007.

165 The average daily circulation: Audit Bureau of Circulation, October 2006.

165 thirty-five minutes each day: author interview with Martin Nisenholtz, September 18, 2008, citing Nielsen report, May 2008.

166 Advertising in major newspapers: the Newspaper Association of American and the New York Times, July 9, 2007.

166 the AP’s revenues grow annually at about 5 percent: author interview with Tom Curley, February 21, 2008.

166 Their conclusions, according to Jeremy Philips : author interview with Jeremy Philips, May 18, 2007.

167 At the end of 2006: Letter from the Founders in Google’s 2006 Annual Report, confirmed by Google’s annual performance numbers and Quincy Smith testimonial, and available on Google.com.

168 ”I’ve never seen a company so loved on Wall Street“: author interview with Quincy Smith, January 23, 2008.

CHAPTER 9: War on Multiple Fronts (2007)

169 ”Once you get to a certain size“: author interview with Ivan Seidenberg on February 19, 2008.

169 ”We got frustrated“: author interview with Philipe Daumann, May 1, 2007.

170 ”The law basically said“: Wired interview, April 9, 2007.

170 ”a clip site“: author interview with Chad Hurley, September 11, 2007.

170 ”Everything Phillippe said was a lie“: Eric Schmidt tells author at the July 2008 Allen & Co conference in Sun Valley.

171 ”As a business, I think“: author interview with Ester Dyson, February 4, 2008.

171 ”If we’re putting up programming for free“: author interview with Mel Karmazin, May 13, 1008.

171 two websites it knew to be illegally downloading: according to the February 12, 2007, Wall Street Journal, the two Web sites illegally downloading movies were EasyDownloadCenter.com and theDownloadPlace.com.

171 publicly accused Google of a ”cavalier“ approach: Financial Times, March 6, 2007.

171 Facebook ”doubles in size every six months“: author interview with Mark Zuckerberg, August 22, 2007.

173 Remix: Making Art and Commerce Thrive in the Hybrid Economy: Lawrence Lessig, Penguin Books, 2008.

174 ”They want to be the digital advertising network“: author interview with Herbert Allen III, January 24, 2007.

174 gave Google ”an opportunity to be the infrastructure backbone“: author interview with Wenda Harris Millard, April 26, 2007.

174 ”You can dive deep into that data“: Randall Rothenberg quoted in the New York Times, April 14, 2007.

174 ”track more than 100 metrics“: DoubleClick brochure, ”Best Practices for Maximizing Web Advertising Effectiveness,“ September 19, 2007.

174 twenty billion online ads each day: author interview with David Rosenblatt, April 22, 2008.

175 envisioned three advantages for Google: author interview with Tim Armstrong, October 10, 2007.

176 ”We’d like to create one-stop shopping“: author interview with Richard Holden, August 20, 2007.

176 ”Instead of just selling remnant advertising“: author interview with David Rosenblatt, April 22, 2008.

176 Irwin Gotlieb did see DoubleClick and its ad exchange as a potential disruptor: author interview with Irwin Gotlieb, February 11, 2008.

177 ”In four decades in the advertising business“: author interviews with Irwin Gotlieb, February 11, 2008, May 21, 2008, June 2, 2008, September 26, 2008, and April 2009 e-mails.

179 ”In Hollywood, a screening room is a shom-off room“: author interview with Michael Kassan, December 15, 2008.

180 ”take our client data“: author interview with Sir Martin Sorrell, February 18, 2008.

180 The way it works: author interview with Keval Desai, April 14, 2008.

181 ”It is absolutely our intention to be in every cable box“: author interview with Eileen Naughton, February 28, 2008.

182 ”Yes, he’s right“: author interview with Terry Semel, July 9, 2008.

182 conceded that ”the roles will start shifting“: author interview with Smita Hashim, April 17, 2008.

182 ”to remind people why they love Google“ : author interview with Andy Berendt, April 22, 2008.

183 ”If Google could introduce us“: author interview with Beth Comstock, May 2, 2007.

183 ”It raises issues“: Sir Martin Sorrell quoted in the New York Post, April 23, 2007.

183 ”worried about Google becoming large“: author interview with Tim Wu, September 20, 2007.

184 ”When I decide to go to the movies“: author interview with Eric Schmidt, October 8, 2007, and Schmidt interview in London, Financial Times, May 23, 2007.

184 ”I am really excited to tell you“: Google third quarter conference call, October 19, 2007

184 two-day ”Zeitgeist“ conference: author attended October 10, 2007.

185 ”the number one“ privacy issue: author interview with Sergey Brin, October 11, 2007.

CHAPTER 10: Waking the Government Bear

186 public interest advocate, Jeffrey Chester: author interviews with Jeff Chester, September 27, 2007, and October 15, 2007.

187 ”Why does Google need to collect all of this information?“: author interview with Marc Rotenberg, October 15, 2007.

187 ”behavioral targeting“: Arik Hesseldahl, ”A Rich Vein for ‘Reality Mining,’“ BusinessWeek, May 5, 2008.

188 Phorm: Louis Story ”A Company Promises the Deepest Data Mining Yet,“ New York Times, March 20, 2008; BBC interview with Tim Berners-Lee posted on the Web by Richard Defendorf, March 17, 2008; and Nikki Talt and Tim Bradshaw, ”Brussels to Investigate Consumer Profiling by Online Advertisers,“ Financial Times, March 30, 2009.

189 ”If you’re searching for an SUV“: author interview with Irwin Gotlieb, February 8, 2008.

189 In its five-page Checkout privacy policy: Google Checkout and Google privacy policies found on Google.com.

190 ”In 1984”: author interview with Lawrence Lessig, September 11, 2007.

190 In its 2007 annual ranking: press release from Financial Times and Millward Brown, April 23, 2007.

191 “Privacy is one of those third rails”: author interview with Randall Rothenberg, January 10, 2008.

191 “Unfortunately”: author interview with Eric Schmidt, October 9, 2007.

192 “We think of the ad as content”: author interview with Jeff Huber, September 12, 2007.

192 “There’s nobody watching the store”: author interview with Jeff Chester, October 15, 2007.

193 “We’re working on expanding”: Eric Schmidt, October October, 19 2007.

193 “opt-in”: author interview with Marc Rotenberg, October 15, 2007.

194 “How many people yesterday”: author interview with Sergey Brin, October 11, 2007.

194 “When you pay $1.6 billion”: author interview with Nick Grouf, May 15, 2008.

195 “crumbled cookies”: Google announcement, July 16, 2007.

195 “The product brand was very strong”: author interview with Alan Davidson, October 15, 2007.

195 “they were almost alone”: author interview with Gigi Sohn, October 3, 2007.

196 “We’ve been under the radar”: author interview with David Drummond, September 11, 2007.

196 “No question that people here regularly discuss Microsoft’s experience”: author interview with Elliot Schrage, October 12, 2007.

196 “Microsoft is a bit of an unusual company”: author interview with Sergey and Brin, October 11, 2007.

196 “In the end”: author interview with Beth Comstock, May 2, 2007.

197 “I would say always”: author interview with Larry Page, March 25, 2008.

197 Google had a great year in 2007: January 31, 2008 Google press release found on Google.com.

197 Twenty countries: annual founders’ letter, March 26, 2008.

197 “We’re an engineering company”: author interview with Sheryl Sandberg, October 7, 2007.

197 “basic principles”: Eric Schmidt August 21, 2007 keynote address to the Progress and Freedom Foundation dinner available on YouTube.

198 “That’s probably correct”: author interview with Eric Schmidt, October 9, 2007.

198 “Google if it were a person”: author interview with Tim Wu, September 20, 2007.

CHAPTER 11: Google Enters Adolescence (2007-2008)

199 $868.6 million in stock in 2007: Google 10-K filed with the SEC for the fiscal year ended December 31, 2007.

200 “If you want to talk to Larry or Sergey”: author interview with Megan Smith, April 17, 2008.

200 “Larry is going to take one side”: author interview with Tim Armstrong, February 28, 2008.

200 Brin and Page were to meet with an engineering team: GPS meeting, attended by author, October, 9, 2007. The ground rule was that any description of product discussed or engineer names had to be cleared with Google, which it was.

202 “I’d make people describe things in English!”: author interview with Terry Semel, July 9, 2008.

203 “I hope they try”: author interview with Sergey Brin, October 11, 2007.

203 “self-imposed, bureaucratic response”: author interview with Larry Page, March 25, 2008.

203 Page on Moore’s law as management tool: author interview with Larry Page, March 25, 2008.

204 “a one-trick pony”: Steve Ballmer interview, Financial Times, June 20, 2008.

204 “Google is extremely good with search”: author interview with Irwin Gotlieb, February 11, 2008.

204 “‘Where is the new pony?”: author interview with Tad Smith, April 9, 2008.

204 “I like the trick!”: author interview with Eric Schmidt, April 16, 2008.

204 “a legitimate question”: author interview with Elliot Schrage, March 25, 2008.

204 search advertising was slowing: decline reported by ComScore from BusinessWeek, March 10, 2008.

205 it had plunged 40 percent: Google stock price from the Wall Street Journal, March 28, 2008.

205 “Goodbye, Google”: Wendy Tanaka, Forbes.com, March 26, 2008.

205 “more relevant”: author interview with Tim Armstrong, February 28, 2008.

205 “The clicks are not what is relevant”: author interview with Hal Varian, March 27, 2008.

205 “Google INC’s GO-GO era”: Kevin J. Delaney, Wall Street Journal, April 18, 2008, and Miguel Helft, New York Times, April 18, 2008.

205 Google hogged three quarters of all U.S. search: search marketing firm Efficient Frontier, quoted in BusinessWeek, May 19, 2008.

205 one of every three videos viewed online: from ComScore as reported by the Jim Dalrymple, IDG News Service, March 17, 2008.

206 The impact of this new medium: author interview with Steve Grove of YouTube, April 15, 2008.

206 “they’ll never make money”: author interview with Irwin Gotlieb, June 2, 2008.

206 “start working on monetizing it”: author interview with Eric Schmidt, March 26, 2008.

206 “highest priority”: Eric Schmidt, CNBC interview, April 30, 2008.

207 the iPhone delivered fifty times more search queries: Google presentation by Deepak Anand, mobile marketing manager, May 2008.

207 “As compared to the internet model”: Larry Page, October 10, 2007.

207 Google’s mobile quarterback was Andy Rubin: author interview with Andy Rubin, March 24, 2008.

208 “Since we think we have the most reliable network”: author interview with Ivan Seidenberg, February 19, 2008.

210 “they’ve provoked the bear”: author interview with Ivan Seidenberg, February 19, 2008.

210 At Apple board meetings: author interview with Eric Schmidt, March 26, 2008.

210 “We had the very good fortune”: tape watched by author of All Hands staff meeting addressed by Eric Schmidt, April 28, 2008.

211 “a planning process”: author interview with Eric Schmidt, September 12, 2007.

211 It was still talking to cable companies: author interview with Eric Schmidt, April 16, 2008.

211 if the cable companies could get together they would have “a Google-type ability”: author interview with Jeff Bewkes, April 10, 2006.

212 “The browser becomes the operating system”: author interview with Christophe Bisciglia, September 19, 2008.

212 YouTube was silenced for several hours on February 24, 2008 : Jane Spencer, “How a System Error in Pakistan Shut YouTube,” Wall Street Journal, February 26, 2008.

213 In its annual letter to shareholders: annual Google founders’ letter, March 26, 2008.

213 They pledged to divert: Dr. Larry Brilliant, 2.0 Conference attended by author in San Francisco, November 5, 2008.

214 “Google gets more health questions”: author interview with Dr. Roni Zieger, March 27, 2008.

214 in a March 2008 speech: Eric Schmidt speech, March 1, 2008.

214 Brin and Page declaration that Google’s mission is to “Be good,” and their pledge to gift Google Earth to relief organizations and to subsidize solar power from their joint appearance at the Sixth Annual Global Philanthropy Forum, April 11, 2007, and is available on YouTube.

214 “If it were a person”: founders’ letter, December 31, 2004, Google annual report.

215 “The story of Google today”: author interview with Danny Sullivan, August 27, 2007.

215 “Google’s become a big company”: author interview with Paul Buchheit, June 9, 2008.

215 “Google did not invent YouTube”: author interview with Scott Heiferman, January 25, 2008.

215 Growing too big and losing focus: author interview with Omid Kordestani, September 12, 2007.

215 “For the last year my biggest worry”: small press lunch with Eric Schmidt and founders attended by author after annual Google shareholder meeting, May 10, 2007.

216 What to do about massage therapists: author interview with Eric Schmidt, March 26, 2008.

216 “from time to time”: author interview with Larry Page, March 25, 2008.

218 Schmidt defends management chaos: author interview with Eric Schmidt, September 12, 2007.

219 “a genius like Steve”: author interview with Al Gore, June 10, 2008.

219 “That can be stated as criticism”: author interview with Eric Schmidt, March 26, 2008.

219 “Peanut Butter Manifesto”: Brad Garlinghouse memo to Yahoo executives, November 18, 2006, and available on the Web.

221 “I am very disappointed in Eric Schmidt”: author interview with roger McNamee, April 27, 2008.

221 “Google is in a great position”: author interview with Marc Andreessen, March 27, 2008.

221 “Google is a precocious company”: author interview with Tim Wu, September 20, 2007.

222 “I worry about complexity”: author interview with Sergey Brin, October 10, 2008.

222 “I don’t think I’m worried about advertising pressure”: author interview with Sergey Brin, March 26, 2008.

222 “He had a vision”: author interview with Richard Sarnoff, January 16, 2008.

223 three hundred million dollars in company stock: Miguel Helft, New York Times, August 29, 2007.

223 “Sheryl created AdWords”: author interview with Roger McNamee, April 27, 2008.

223 Google offered her the CFO job : author interview with Eric Schmidt, March 26, 2008.

223 “Sheryl is a person who balances”: author interview with Elliot Schrage, March 25, 2008.

224 Facebook had 123 million unique visitors : Kevin Allison, Financial Times, June 23, 2008.

224 half a billion dollars: Microsoft/Viacom joint press release, December 19, 2007.

224 “in a little shadow boxing”: author interview with Marc Andreessen, June 9, 2008.

225 “Is Google’s culture great”: Adam Lashinsky “Google Is No. 1: Search and Enjoy” Fortune, January 29, 2007.

226 “controlled chaos”: author interview with Ram Shriram, June 12, 2008.

226 “I’d prefer ’less structured”‘: author interview with Sergey Brin, March 26, 2008.

226 “They had to go to another meeting”: author interview with Al Gore, June 10, 2008.

226 “They had their own method”: author interview with Barry Diller, March 3, 2009.

227 “There is a pattern in companies”: author interview with Larry Page, March 25, 2008.

CHAPTER 12: Is “Old” Media Drowning? (2008)

229 On a sunny July afternoon: the account of Iger, Chernin, and Mooves dialogue at Sun Valley from two eyewitnesses.

229 “The era when I worked at ABC”: author interview with Michael Eisner, June 19, 2008.

229 “If you read every piece”: author interview with Sir Howard Stringer, February 8, 2008.

229 I asked then CEO NobuyukiIdei: author conversation with Nobuyuki Idei in 2004 in New York at which no notes were taken (thus no quote marks) but at which he knew he was speaking to a reporter who had interviewed him before.

230 “It’s not fair”: author interview with Edgar Bronfman, Jr., July 5, 2007.

230 15 million copies: Jeffrey Cole keynote speech to the Monaco Media Forum, “State of the Mediasphere,” November 12, 2008.

230 3.7 million sales: Nielsen Scan reports from chart in the Wall Street Journal, December 19, 2008.

230 In 2007, worldwide digital music sales rose: the International Federation of the Phonographic Industry, as reported in the New York Times, January 25, 2008.

230 dive to $9 billion: Forester Research report carried in the Silicon Alley Insider, February 20, 2008.

231 “I never experienced any real restraints”: “Ripped from the Headlines: Times Editors Speak Out,” Los Angeles Times Magazine, May 12, 2008.

231 In 2007, newspaper advertising: Richard Perez-Pena, New York Times, February 7, 2008.

231 Business magazines: author interview with John Huey December 5, 2007.

232 newspaper revenues in 2007 totaled sixty billion dollars: author interview with Jim Kennedy, February 21,2008.

232 drop 87 percent: newsroom job cuts reported regularly throughout 2008; Gannett stock drop from Reuters, April 17, 2009.

233 “The cold our customers caught”: author interview with Thomas Glocer, June 5, 2008.

233 “gets about 20 percent of our revenues”: author interview with Tom Curley, February 21, 2008.

233 by 2008 Reuters had 2,600 reporters: author interview with Thomas Glocer, June 5, 2008.

234 lost 10 to 30 percent of their revenues: Murdoch at annual All Things Digital Conference attended by author, May 27-28, 2008.

234 only one of the top twenty-five newspapers to gain: the Audit Bureau of Circulations six-month report on the circulation of 395 daily newspapers, April 27, 2009.

234 “What really is going on”: author interview with Tad Smith, April 9, 2008.

234 “There is a systematic change”: author interview with Eric Schmidt, March 26, 2008.

235 “in so much better shape”: author interview with Paul Aiken, February 14, 2008.

235 “has fallen dramatically”: “To Read or Not to Read: A Question of National Consequence,” National Endowment for the Arts, November 19, 2007.

236 revenues began a steady decline in 2006: radio revenue declines reported by Jon Fine based on the Radio Advertising Bureau’s data, BusinessWeek, March 10, 2008.

236 $162.1 billion in 2008: Group M, March 30, 2009.

237 online advertising was soaring: Interactive Advertising Bureau.

237 “the long tail”: author interview with Nick Grouf, May 15, 2008.

238 poor spent $180 per month on media services: Annenberg Study from Jeffrey Cole keynote speech to the Monaco Media Forum, November 12, 2008, and available on YouTube; and from author interview with Irwin Gotlieb, June 5, 2008.

238 “We’re not like a car”: author interview with Michael Lynton, April 6, 2008.

239 When Robert Pittman cofounded MTV in 1981: author interview with Robert Pittman, February 29, 2008.

240 “at least two percentage points”: author interview with Les Moonves, October 14, 2008.

240 “as an advertising opportunity”: Brian Stelter, “In the Age of Tivo and Web Video, What Is Prime Time?” New York Times, May 12, 2008.

240 Smith said CBS had about two hundred partners: author interview with Quincy Smith, June 9, 2008.

240 $600 million for CBS in 2008: Ron Grover, “CBS’s Moonves Has Big Plans for CNET,” BusinessWeek, September 8, 2008.

241 “If the story is really good”: author interview with Michael Eisner, June 19, 2008.

241 “do a lot of snacking”: author interview with Jason Hirshhorn, February 12, 2008.

CHAPTER 13 Compete or Collaborate?

243 “The economics around these digital properties”: Scott Kirsner, “NBCU Chief Addresses Harvard Business School,” Variety, February 27, 2008.

243 “not the right way to look at it”: author interview with David Rosenblatt, April 22, 2008.

243 Microsoft, like Viacom, treated Google as an outright enemy: “Inside Microsoft’s War Against Google,” BusinessWeek, May 19, 2008.

243 There were reasons for Microsoft to pursue Yahoo : a good account of the negotiations can be found in Matthew Karnitschnig and Robert A. Guth front page story in the Wall Street Journal, July 2, 2008.

244 Ballmer and Yang met privately: the annual D conference attended by author, May 27-30, 2008.

244 Yahoo shareholders were bludgeoned: Nick Wingfield and Jessica E. Vascellaro, “Ballmer Kills Hopes for Bid, Pummeling Yahoo Shares,” Wall Street Journal, November 20, 2008.

244 “sooner rather than later”: Nick Wingfield, “Ballmer Seeks Quick Yahoo Deal,” Wall Street Journal, December 6, 2008.

245 “The two biggest forces”: author interview with Roger McNamee, August 22, 2008.

245 “unnerving”: Sergey Brin to Jordan Robertson of the AP, February 19, 2008.

245 “If Microsoft wanted to do a business deal”: author interview with Eric Schmidt, April 16, 2008.

245 “It gives them a tool”: author interview with Eric Schmidt, April 16, 2008.

245 “the Yahoo business deal”: author interview with Eric Schmidt, September 15, 2008.

246 They petitioned the Justice Department: Susanne Vranica and Jessica E. Vascellaro, “Big Marketers Challenge Google-Yahoo Deal,” Wall Street Journal, September 8, 2008.

246 “If you look at our products”: press lunch briefing during Zeitgeist attended by author and Brin and Page, September 17, 2008.

247 Brin stepped to a microphone: Sergey Brin presentation to Google Zeitgeist conference, attended by author, September 17, 2008.

248 The Justice Department did finally intervene : “Yahoo-Google Deal Opposed,” Wall Street Journal, September 16, 2008.

248 “Microsoft”: author interview with Phillipe Daumann, May 15, 2008.

248 “We’re always better off” : author interview with Irwin Gotlieb, May 21, 2008.

248 At Microsoft’s annual two-day forum: Microsoft’s Advertising Leadership Forum, attended by author, May 19-21, 2008.

249 “They’ve been saying it for a while”: author interview with Irwin Gotlieb, May 21, 2008.

249 “maybe a genius idea”: author interview with Yusuf Mehdi, May 19, 2008.

250 “If consumers perceive”: author interview with Sir Martin Sorrell, May 30, 2008.

250 64.1 percent: Nielsen Online, January 5, 2009.

250 “All attempts by Microsoft”: author interview with Eric Schmidt, September 15, 2008.

250 In WPP’s annual report: Sir Martin Sorrell letter to shareholders, WPP 2007 annual report, May 2008.

250 “to develop the constructive side of our relationship”: account of Sir Martin Sorrell Cannes panel in Cannes, David Kaplan, Ad Age, June 20, 2008; and Eric Pfanner, International Herald Tribune, June 22, 2008.

250 Google’s 2008 national sales conference: attended by author, June 11, 2008.

250 “Because our customers must talk”: author interview with Eric Schmidt, September 15, 2008.

252 “Google Version 2.0: The Calculating Predator”: Stephen E. Arnold, Infonortics Ltd., August 2007.

252 The gruff Arnold, who responded to a phone call: author interview with Stephen Arnold, March 17, 2008.

253 “lean in”: author interview with David Calhoun, June 25, 2008.

254 Mayer has one of the most important jobs: author attended Marissa Mayer office hours and interviewed her afterward on September 18, 2008.

255 “I think they’re naïve”: author interview with Quincy Smith, June 9, 2008.

256 “The CBS deal is one”: author interview with Eric Schmidt, September 15, 2008.

256 To try to calm agency fears: Brian Stelter, “Some Media Companies Choose to Profit from Pirated YouTube Clips,” New York Times, August 16, 2008.

256 “The audience is telling you what they like”: author interview with David Eun, June 12, 2008.

257 in October 2008, it reached an accord with the U.S. publishing industry: Google and the Association of American Publishers and the Authors Guild joint October 28, 2008, press release and joint conference call with the press on same date.

258 “able to search the full text of almost 10 million books”: “Letter from the Founders,” Google 2008 annual report, published in April 2009.

258 “It’s a new model for us”: author interview with David Drummond, November 5, 2008.

258 “It is unfortunate”: Viacom statement reported by CNET, October 28, 2008.

259 “There is a difference”: author interview with David Drummond, November 5, 2008.

259 Google’s “noncancelable guarantees”: Google 10-K filed with the SEC, December 31, 2008.

259 “A lot has to do with how much they want”: author interview with David Drummond, November 5, 2008.

260 dropped 17.7 percent: Audit Bureau of Circulations report, April 27, 2009.

260 plunged 11.5 percent: Magazine Publishers of America, April 14, 2009.

260 Drop in advertising and ad revenues for various media: from Advertising and Marketing Investment Forecast, 2006-2010, Jack Myers Advertising and Marketing Investment Insights, March 10, 2009.

260 “box office revenues rose by 2 percent”: from Box Office Report, January 20, 2009.

260 Book sales: Motoko Rich, “Declining Book Sales Cast Gloom at an Expo,” New York Times, May 29, 2009.

260 Would fall 8 percent: Group M’s semiannual report on ad spending, “This Year, Next Year,” April 4, 2009.

260 “fall by almost 7 percent”: Tim Bradshaw, “Global Ad Spending to Fall 7%, Publicis Unit Warns,” Financial Times, April 14, 2009.

261 In a December 2008 report: Mary Meeker Morgan Stanley report, “Economy/ Internet Trends,” December 19, 2008.

CHAPTER 14: Happy Birthday (2008-2009)

262 The first show was a new animation series: Brooks Barnes, “Google and Creator of ’Family Guy’ Strike a Deal,” New York Times, June 30, 2008.

262 There was Google AdPlanner: New York Times and Wall Street Journal, June 4, 2008.

262 There was the exchange of employees: Ellen Byron, “A New Odd Couple: Google, P&G Swap Workers to Spur Innovation,” Wall Street Journal, November 19, 2008.

263 There was a new partnership with General Electric: Michael Helft, “Idealists and Green Agenda: Environmental Investments Could Pay Off for Google,” New York Times, October 28, 2008.

263 Larry Page: covered extensively in the press and blogosphere.

263 “YouTube crossed the line”: author interview with David Calhoun, June 25, 2008.

263 “does not feel safe”: author interview with Terry Semel, July 9, 2008.

263 “hosts”: author interview with Eric Schmidt, September 15, 2008.

264 “Knol is not a serious threat to Wikipedia”: Nate Anderson tech blog, January 19, 2009.

264 A Google invented browser: official Google Blog announces Chrome, September 1, 2008.

264 “the defining technological shift of our generation”: Schmidt speech at annual shareholders meeting, May 8, 2008.

264 “Everything we do is running on the Web platform”: Larry Page and Sergey Brin at Chrome press conference from Kara Schwisher video blog on All Things D, and from Richard Waters, Financial Times, September 2, 2008.

264 “the most important product”: author interview with Eric Schmidt, September 15, 2008.

265 Despite its importance to Schmidt: Jessica E. Vascellaro and Robert A. Guth, “Google Tackles Microsoft in Launch of Browser,” Wall Street Journal, September 2, 2008.

265 “ten thousand iPhone applications: reproduced in Mary Meeker’s Morgan Stanley report, ”Economy/Internet Trends,“ December 19, 2008.

265 1.6 billion text messages: Schmidt speaks at annual Google shareholders meeting, May 8, 2008 and viewed on Google.com.

265 ”Because his customers use so many more services“: author interview with Ivan Seidenberg, October 30, 2008.

266 ”almost a third of all Google searches“: Brin, ”Letter from the Founders,“ Google 2008 annual report, April 2009.

266 ”I would love to argue“: author interview with Eric Schmidt, September 15, 2008.

266 ”We’re watching it“: author interview with Ivan Seidenberg, October 30, 2008.

266 ”Privacy is a much noisier issue“: author interview with Barry Diller, January 10, 2008.

267 A March 2008 poll: TRUSTe privacy survey from Stephanie Clifford, ”Many See Privacy on Web as Big Issue, Survey Said,“ New York Times, March 16, 2009.

267 Huxley more relevant than Orwell : Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, Viking Penguin, 1985.

268 ”It’s a totally different kind of advertising“: author interview with Irwin Gotlieb, February 11, 2008.

269 the November 2008 Web 2.0 Summit: attended by author, November 5-7, 2008.

269 The gloom extended to Silicon Valley : the recession’s impact on the valley from a spate of reports, including: Ashlee Vance, ”Tech Companies, Long Insulated, Now Feel Slump,“ New York Times, November 15, 2008; Richard Waters and Chris Nuttall, ”Optimism Fades as Silicon Valley Suffers Job Losses,“ Financial Times, October 20, 2008; Daniel Lyons, ”Down in the Valley,“ Newsweek, October 20, 2008.

271 He wrote a blog in January 2009: Michael Arrington, ”Some Things Need to Change,“ TechCrunch.com, January 28, 2009.

271 ”travel“ no longer a top search word: Eric Schmidt, in a speech at Bloomberg headquarters in New York attended by the author, October 20, 2008.

271 searches for ”bankruptcy“ had jumped 52 percent: Jonathan Rosenberg at Google’s first quarter earnings call on April 16, 2009.

271 ”most significant thing that happened at Google“: author interview with Bill Campbell, November 6, 2008.

272 ”While Google’s success is hard to dispute“: author interview with Mary Meeker, January 23, 2009.

272 ”When everything runs well“: author interview with Patrick Pichette, April 1, 2009.

272 ”Patrick is particularly good“: Eric Schmidt interviewed by Mary Meeker March 3, 2009, at the Morgan Stanley conference in San Francisco.

272 a bonus for 2008 of $1.2 million: Form 8-K, filed with the SEC February 26, 2009.

273 For the first time, Coogle was contracting: Jessica E. Vascellaro and Scott Morrison, ”Google Gears Down for Tougher Times,“ Wall Street Journal, December 3, 2008.

273 ”70 percent of newspapers“: Tim Armstrong at press briefing during Zeitgeist attended by author, September 17, 2008.

273 from $1,425 per month to $2,500: Joe Nocera, ”On Day Care, Google Makes a Rare Fumble,“ New York Times, July 5, 2008.

274 September 19, 2008, TGIF session: attended by author.

274 Google finances in 2008: Google 10K filed with the SEC, December 31, 2008.

275 ”Display advertising“: author interview with Eric Schmidt, April 1, 2009.

275 90 million views: YouTube traffic from Nielsen Media Research, March 2009.

275 ”undenvater“: Google 10-K filed with the SEC for the year ending December 31, 2008.

276 ”our safe landing“: author interview with Eric Schmidt, April 1, 2009.

276 it experienced its first quarter-to-quarter revenue decline: Google first quarter 2009 results released on April 16, 2009.

276 ”Because it is open source“: author interview with Eric Schmidt, April 1, 2009.

276 ”Although Schmidt disputed this“: Jessica E. Vascellaro, ”Google CEO to Keep Seat on Apple Board,“ Wall Street Journal, May 8, 2009.

CHAPTER 15: Googled

282 ”part of people’s lives“: Larry Page ”The Playboy Interview“ with Sergey Brin, Playboy, September 2004.

282 ”The Internet“: author interview with Hal Varian, April 1, 2009.

282 ”Fifteen to twenty years ago“: author interview with Michael Moritz, March 31, 2009.

283 ”It’s very simple“: author interview with Sergey Brin, October 10, 2007.

283 ”a magic box“: author interview with Marc Andreessen, February 20, 2009.

284 Google search often sends them 80 to 90 percent of their visitors: Randall Stross, ”Everybody Loves Google, Until It’s Too Big,“ New York Times, February 22, 2009.

284 ”Is the company“: Nicholas G. Carr blog, The Google Enigma, January 27, 2008.

284 Talgam, a renowned Israeli orchestra conductor: September 18, 2008, presentation at Google Zeitgeist, attended by the author and available on YouTube.

285 When Patrick Pichette: author interview with Pichette, April 1, 2009.

285 ”the networked world“: Anne-Marie Slaughter, ”America’s Edge: Power in the Networked Century,“ Foreign Affairs, January/February 2009.

286 ”Googly“: author interview with Laszlo Bock, March 24, 2008.

286 ”It’s hard for me to know“: author interview with Larry Page, March 25, 2008.

286 Marissa Mayer claimed that half of Google’s products: Marissa Mayer keynote speech March 15, 2008, to the SIGCSE, available online.

287 The snickers: David Pogue, ”One Number to Ring Them All,“ New York Times, March 12, 2009.

288 ”the biggest company in history“: Chris Anderson, Free: The Future of a Radical Price, Hyperion, 2009.

288 Many Valley companies: author interview with Bill Campbell, March 26, 2008.

288 Stanford President: author interview with John Hennessy, June 9, 2008.

288 Page and Brin have acknowledged: Adam Lashinsky Fortune, January 29, 2007.

288 Google has a pet dog policy: Larry Page May 1, 2002 Stanford speech on YouTube.

288 The e-commerce site Zappos: Jeffrey M. O‘Brien, ”Zappos Knows How to Kick It,“ Fortune, February 2, 2009.

289 ”how does one make money“: Kevin Kelly, ”Better Than Free,“ Edge.org, February 6, 2008.

289 ”Google is not a conventional company“: Google IPO filing, August 18, 2004.

290 ”Who would have thought“: author interview with Steven Rattner, April 22, 2007.

290 was again ranked: ”The World’s 50 Most Admired Companies,“ Fortune, March 16, 2009.

290 Gates on ”creative capitalism“: Robert A. Guth, ”Bill Gates Issues Call for Kinder Capitalism,“ Wall Street Journal, January 24, 2008.

291 ”We believe the Internet“: Yahoo press release, May 2, 2006.

291 extols ”nerd values“: Craig Newmark commencement speech to UC Berkeley, May 13 2008; Jim Stengel quote from ”Veteran Marketer Promotes a New Kind of Selling,“ Wall Street Journal, October 31, 2008. Account of Harvard Business School pledge in Leslie Wayne, ”A Promise to Be Ethical in an Era of Temptation,“ New York Times, May 30, 2009.

292 ”My pause“: author interview with Tom Glocer, June 5, 2008.

292 ”You can’t wait“: author interview with Peter Thiel, January 29, 2008.

293 ”When I landed“: author interview with Michael Eisner, June 19, 2008.

293 ”feels incredibly exciting“: author interview with Jeff Zucker, April 25, 2008.

294 ”All large media companies“: author interview with Eric Schmidt, June 11, 2008.

295 Sergey Brin told me that it is Google’s willingness to ”experiment“: author interview with Sergey Brin, March 26, 2008.

295 Google aims ”to do everything“: author interview with Marc Andreessen, March 27, 2008.

295 ”The French regarded“: Clay Shirky Here Comes Everybody: The Power of Organizing Without Organizations, The Penguin Press, 2008.

CHAPTER 16: Where Is the Wave Taking Old Media?

296 ”If we were having breakfast“: author interview with Joe Schoendorf, May 10, 2007.

297 I put America’s Home Videos ”: author interview with Robert Iger, May 17, 2007.

297 “Sometimes you have to guess”: author interview with Bill Campbell, October 18, 2007.

297 “The world is moving”: author interview with Barry Diller, January 10, 2008.

297 consumers “will happily go along”: author interview with Irwin Gotlieb, June 2, 2008.

297 Yossi Vardi, the Israeli entrepreneur: author interview with Yossi Vardi, February 28, 2008.

298 Free an “inevitability”: Chris Anderson, Free: The Future of a Radical Price, Hyperion, 2009.

298 This is the answer: Jeff Jarvis, What Would Google Do?, HarperCollins, 2009.

298 “more than 1 billion clicks”: testimony of Marissa Mayer to hearing of the Senate Commerce Committee’s Subcommittee on Communications, Technology and the Internet, May 6, 2009.

298 total U.S. ad spending: Myers Advertising and Marketing Investment Insights.

299 Newspaper ad revenues: Zenith Optimedia, March 2009.

299 “Even Wired Editor”: Chris Anderson, Free: The Future of a Radical Price, Hyperion, 2009.

299 In a February 2009 Time cover story: Walter Isaacson, “How to Save Newspapers,” Time, February 16, 2009.

299 The warning was given life: Nat Ives, “Time Inc. Helps Out Future of 3-D,” Advertising Age, March 13, 2009.

300 page one of the Los Angeles Times : Stephanie Clifford, “Front of Los Angeles Times Has an NBC Article,”’ New York Times, April 10, 2009.

301 “Wrestling had bigger audiences”: author interview with Robert Pittman, February 29, 2008.

301 “I think people are getting”: author interview with Marc Andreessen, June 9, 2008.

301 Each of the 40,000: author interview with Scott Heiferman, January 25, 2008.

301 “one quarter of CBS‘s”: author interview with Quincy Smith, September 16, 2008.

302 The online dating service: author interview with Barry Diller, March 3, 2009.

302 Mary Meeker predicts: author interview with Mary Meeker, January 23, 2009.

302 By mid-2008 China: “China’s Internet Cafes Still Crucial to Online Game Growth,” VentureBeat.com, August 17, 2008.

302 “PiperJaffray projected”: Matt Richtel and Bob Tedeschi in the New York Times, April 6, 2009.

302 “we want to get credit card numbers”: author interview with MarcAndreessen, March 27, 2008.

302 “the stealth device”: author interview with Ivan Seidenberg, October 30, 2008.

302 “social network traffic”: author interview with Eric Schmidt, June 11, 2008.

303 “We made one really big mistake”: author interview with Dr. John Hennessy June 9, 2008.

303 “A lot of people believe that”: author interview with Eric Schmidt, September 15, 2008.

303 “my current view of the world”: author interview with Eric Schmidt, April 1, 2009.

303 “newspaper ad dollars”: from the Web site of the Newspaper Association of America.

304 Many students clamor: e-mail exchange with Ernest Sotomayor, December 7, 2008.

304 “many of our students”: e-mail exchange with Nicholas Lemann, September 4, 2008.

304 “take the New York Times”: financial data from Ken Auletta, “The Inheritance: Can Arthur Sulzberger, Jr., Save the Times—and Himself?,” New Yorker, December 19, 2005.

305 “the kinds of stories”: author interview with Larry Page, March 25, 2008.

305During the wrenching transition to print: Clay Shirky blog, March 13, 2009.

306 “Sell it!”: author interview with Marc Andreessen, June 9, 2008.

307 more than a few papers “will disappear”: Rupert Murdoch speech at the D Conference attended by author, May 28, 2008.

307 He wrote that newspapers: Michael Hirschorn, “Get Me Rewrite!” Atlantic Monthly, December 2006.

309 “Apple’s iTunes”: author interview with Eric Schmidt, October 8, 2007.

309 “for newspaper companies”: author interview with Andrew Lippman, February 10, 2009.

309 “Can you put it behind a wall”: author interview with Marc Andreessen, February 20, 2009.

310 Attorney General Eric Holder: Randall Mikkelsen, “U.S. Law Chief Open to Antitrust Aid for Newspapers,” Reuters, March 18, 2009.

310 In 2009, three longtime media executives: Richard Perez-Pena, “Plans for a Paid Online Media Service,” New York Times, April 15, 2009.

310 an online publication: Jack Shafer, “Hello, Steve Brill, Get Me Rewrite,” Slate.com, April 17, 2009.

310 “I don’t know how”: author interview with Larry Page, March 25, 2008.

311 “We’ve been able”: author interview with Eric Schmidt, March 26, 2008.

311 income from digital operations:New York Times Co. financial disclosure for the year ending December 31, 2008.

311 About half of the About Group’s revenues: two author e-mail exchanges with Arthur Sulzberger, Jr., April 29, 2009.

311 “The official answer”: author interviews with Eric Schmidt, March 26, 2008 and April 1, 2009.

312 “Our industry faces”: author e-mail exchange with Arthur Sulzberger, Jr., April 29, 2009.

313 10 percent of these were downloaded: author interview with Jeff Bezos, July 9, 2008. When I sought to update this number, Bezos’s deputy Craig Berman, reported in a May 2009 e-mail that it had grown to 35 percent.

313 What gives publishers pause: Motoko Rich, “Preparing to Sell E-Books, Google Takes on Amazon,” New York Times, June 1, 2009.

313 “Physical books”: Jeff Bezos interviewed at the D Conference attended by author, May 28, 2008, and interview with author, July 9, 2008.

314 nightly audience has plunged: nightly news audience decline from Richard Perez-Pena, New York Times, May 11, 2009.

314 Jack Myers projects: Myers Advertising and Marketing Investment Insights, March 10, 2009.

315 Neilson reported in early 2009: Nielsen report on fourth quarter 2008 television and Internet video cited in the Wall Street Journal, February 23, 2009.

315 If four million: Bobbie Kotick interviewed at D Conference attended by author, May 28, 2008.

315 “To survive”: author interviews with Quincy Smith, January 23, 2008, and April 9, 2008, May 19 and 25, 2009, and with Les Moonves, July 8, 2009.

316 The biggest box office : Brian Stelter and Brad Stone, “Digital Pirates Winning Battle with Major Hollywood Studios,” New York Times, February 5, 2009.

316 Sergey Brin described going on a boat in Europe: author interview with Sergey Brin, March 26, 2008.

317 So they initiated efforts: Sam Schechner and Vishesh Kumar, “Cable Firms Look to Offer TV Programs Online,” Wall Street Journal, February 20, 2009, and interviews with senior television executives.

317 Eric Schmidt saw a demonstration: author interview with Eric Schmidt, April 1, 2009, and Sezmi.com.

318 “We can go directly”: author interview with Ivan Seidenberg, October 30, 2008.

319 Irwin Gotlieb also dismisses: author interview with Irwin Gotlieb, February 9, 2009.

321 “Do you feel bad”: author interview with Eric Schmidt, March 26, 2008.

CHAPTER 17: Where Is the Wave Taking Google?

322 “When asked to describe the difference”: author interview with Eileen Naughton, February 28, 2008.

322 “If you can solve search”: author interview with Larry Page available on YouTube, May 1, 2002.

323 “we scale”: author interview with Sergey Brin, March 26, 2008.

323 uploading eighty-six thousand full length movies: “Letter from the Founders,” Google 2008 annual report, April 2009.

323 “Everything Google does”: Bala Lyer and Thomas H. Davenport, “Reverse Engineering Google’s Innovation Machine,” Harvard Business Review, April 2008.

324 Its social network site: author interviews with Google executives in Russia, Jason Bush, “Where Google Isn’t Goliath,” BusinessWeek, June 26, 2008.

324 “These companies air kiss”: author interview with Andrew Lack, October 4, 2007.

324 Facebook had 200 million users: author interview with Sheryl Sandberg, March 30, 2009.

324 “Anybody that gets”: author interview with Bill Campbell, October 8, 2007.

325 Lee began with : author interview with Kwan Lee, February 10, 2009.

325 “lacks a social gene”: author interview with John Borthwick, April 28, 2008.

326 “If I were Google”: author interview with Danny Sullivan, August 27, 2007.

326 The problem with horizontal search: author interview with Jason Calacanus, September 21, 2007.

327 “the semantic web”: Katie Franklin, “Google May Be Displaced, Said World Wide Web Creator Tim Berners-Lee”, Daily Telegraph, March 3, 2008.

327 “hundreds of years away”: author interview with Craig Silverstein, September 17, 2007.

327 “We are no closer”: author interview with Marc Andreessen, March 27, 2008.

327 In his provocative book: Nicholas Carr, The Big Switch: Rewiring the World, from Edison to Google, W. W. Norton & Company, 2008.

328 “this was the thrust”: Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, Viking Penguin, 1985.

328 Tara Brabazon, a professor: accounts of Professor Brabazon address in both the Economic Times and the Telegraph, January 14, 2008.

329 Miguel Helft of the New York Times wrote a series of stories in April 2009 on challenges to Google’s book settlement; amicus briefs were filed with U.S. District Court Judge Denny Chin on April 13 and 17, 2009.

330 Miguel Heft, “YouTube Blocked in China, Google Says,” New York Times, March 25, 2009.

330 “China ordered PC makers”: “U.S. Makes Official Complaint to China over Internet Censorship,” Financial Times, June 22, 2009.

331 “What Google should fear”: author interview with Yossi Vardi, February 28, 2008.

331 When Marissa Mayer said: author interview with Mayer, August 21, 2007.

331 “What separates us”: author interview with Stacey Savides Sullivan, August 21, 2007.

331 “are utopians”: author interview with Terry Winograd, September 25, 2007.

332 In the 1990s: an excellent exploration of long-term capital’s demise is contained in Roger Lowenstein’s When Genuis Failed: The Rise and Fall of f Long-Term Capital Management, Random House, 2000.

332 “’Google returned links”: Nat Ives, “Media Giants Want to Top Google Results,” Advertising Age, March 23, 2009.

333 when Eric Schmidt envisioned: Miguel Heft, “Google Ends Its Project for Selling Radio Ads,” New York Times, February 13, 2009.

333 “They have no experience”: author interview with Danny Sullivan, March 20, 2008.

333 “a great company”: author interview with Fred Wilson, January 22, 2008.

333 “Google is like that fourteen-year-old”: author interview with Strauss Zelnick, January 9, 2008.

334 Although Mary Meeker believes Google is a great company: author interview with Mary Meeker, January 23, 2009.

334 “There is nothing about their model”: author interview with Clayton Christensen, April 17, 2009.

335 “There is no end in sight”: author interview with Fred Wilson, January 22, 2008.

335 “to the falsehood that you can grow”: author interview with Clayton Christensen, April 17, 2009.