REVIEWS+

The Master Switch

The Rise and Fall of Information Empires
by Tim Wu
The Master Switch: The Rise and Fall of Information Empires. Knopf. Nov. 2010. c.336p. photogs. ISBN 9780307269935. $27.95. BUS
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In this eye-opening business history, Wu (Columbia Law Sch.) examines the evolution of media industries, such as film, radio, cable, telephone, and information, with Apple, AT&T, and Google among the major companies discussed. Readers will recognize that current events impacting the information environment are eerily reminiscent of past ones, especially plans affecting the open and free Internet infrastructure. Wu is an exemplary writer because he is able to draw readers into his stories with engaging details. He also here provides an economic analysis of the cyclical nature of the organization and size of firms. Relying on economic theories, Wu advises against government involvement, because it will only interfere with marketplace events.
VERDICT Readers should be knowledgeable about the theories of important economists, such as Joseph Schumpeter, and have an economic background in the characteristics of corporate structures, such as monopolies and oligopolies, to make the best use of this book. Recommended for fans of Wu's Who Controls the Internet? and for those interested in the media infrastructure.
Reviewed by Caroline Geck, Newark Public Schs., NJ , Oct 01, 2010
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