Kara Swisher

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Zuckerberg Tops Vanity Fair’s “New Establishment” List Again (And Look Who’s No. 40)

Vanity Fair magazine put out its high-profile “New Establishment” list of the top 50 people, who are “an innovative new breed of buccaneering visionaries, engineering prodigies, and entrepreneurs, who quite often sport hoodies, floppy hair, and backpacks.”

The hoodie part would be referring to Facebook CEO and co-founder Mark Zuckerberg, who topped the list — which is in the just-released October issue — for the second year in a row.

The Vanity Fair list was packed with Silicon Valley luminaries.

The No. 2 spot went to the hopelessly conjoined twins at Google, CEO Larry Page and his co-founder Sergey Brin. Amazon’s Jeff Bezos was No. 3, followed by newly born CEO Tim Cook and top product guy Jonathan Ive of Apple at No. 4, with Twitter creator and Square founder Jack Dorsey at No. 5.

Interestingly, super-VCs Mark Andreessen and Ben Horowitz clocked in this year at No. 6.

The digitally fast-forward Lady Gaga was the top woman on the list at No. 9, in front of “Harry Potter” author J. K. Rowling at No. 16.

And, clocking in at No. 40? Why, me and my partner-in-crime at AllThingsD, Walt Mossberg. He is apparently a “kingmaker” of tech and I do “juicy exclusives.”

That actually is pretty accurate. More importantly, we were ranked higher than Justin Timberlake and Ashton Kutcher. In other words: Mission accomplished!

We also beat the Angry Birds dudes at No. 49, whom my two kids would nonetheless have voted tops over their mom any day of the week and twice on Sunday.

In addition, Vanity Fair broke off a list of 25 “Powers That Be,” which is made up of a lot of longtime “New Establishment” folks, as well as another list called the “Hall of Fame.”

“These are the people who have shaped the world we live in today — and continue to wield enormous influence,” said Vanity Fair, which translates into dustier moguls.

Topping the powers-that-be, of course, is Apple’s co-founder and Chairman Steve Jobs. And outgone Google CEO and now Executive Chairman Eric Schmidt is now enshrined in the hall of fame.

As Walt and I head to a good table at the Minetta Tavern to meet the cool peeps for a celebratory drink, here is the official press releases from Vanity Fair:


Sergey Brin and Larry Page Take No. 2 Spot, Lady Gaga Jumps to the Top 10 of Tech-Dominant List

NEW YORK, N.Y. — “The Age of Information gives way to a burgeoning Age of Technology,” announces Graydon Carter, remarking on the “seismic shift in interest and influence” that has occurred in the 17 years that Vanity Fair has been ranking America’s power players. The magazine’s 2011 New Establishment list identifies the top 50 of an innovative new breed of buccaneering visionaries, engineering prodigies, and entrepreneurs, who quite often sport hoodies, floppy hair, and backpacks.

Mark Zuckerberg, founder of the inescapable social-networking site Facebook, maintains his perch at the top of Vanity Fair’s 17th annual New Establishment List ranking for the second year in a row. With a possible I.P.O. on the horizon by 2012, which could value the company anywhere between $50 and $100 billion, Facebook has enough clout to worry even the unshakable Google. Zuckerberg is still the youngest person ever to top the list.

Sergey Brin and Larry Page, co-founders of Google, are in the No. 2 spot this year, closing in on Zuckerberg as they jump up one spot, from No. 3 in 2010. Eric Schmidt, who appeared on the list last year with the duo, has since been pushed out of the C.E.O’s office, replaced by Page. Despite reports of an anti-trust investigation, Google has been setting its sites on Facebook by concentrating on strategic initiatives, such as engineering social-networking features.

Rounding out the top five are Jeff Bezos, of Amazon, at No. 3, Tim Cook and Jonathan Ive, of Apple, at No. 4, and Twitter and Square founder Jack Dorsey, at No. 5.

Lady Gaga makes an appearance for the second year in a row. Coming in at No. 9, she is the highest-ranking woman on the list, in front of J. K. Rowling at No. 16, Sheryl Sandberg, of Facebook, at No. 26, Angela Ahrendts with Christopher Bailey, of Burberry, at No. 30, Natalie Massenet at No. 32, and Kara Swisher with Walt Mossberg at No. 40. At 25 years old, Gaga is also the youngest person on the list — not a surprise for someone whose fans managed to crash Amazon’s servers in their desperation to download her third album.

Youthful energy is spread throughout this year’s list with 15 members under the age of 40, including Zuckerberg, Brin and Page, Dorsey, Lady Gaga, Andrew Mason, Sean Parker, Ryan Kavanaugh, Jeremy Stoppelman, Ashton Kutcher, Dennis Crowley, Daniel Ek, Mikael Hed and Niklas Hed, and Justin Timberlake.

There are 14 billionaires on the list: Zuckerberg, Brin and Page, Bezos, Mark Pincus, Michael Moritz, J. K. Rowling, Jim Breyer, Reid Hoffman, Herbert Allen III, Yuri Milner, Robin Li, Parker, and Peter Thiel.

Five member of the New Establishment are actively involved in space exploration, including Brin, Elon Musk, Bezos, Thiel, and Dennis Crowley. Eight of the New Establishment nominees can count themselves members of the ever growing Stanford Mafia; they include Brin, Page, Reed Hastings, Jim Breyer, Hoffman, Musk, Thiel, and John Hennessy.

The New Establishment, Vanity Fair’s annual ranking of the top leaders of our time, is made up of owners, creators, buyers, thinkers, and innovators — the movers and shakers in the worlds of technology, media, business, politics, entertainment, and fashion. These men and women are the taste-makers and trendsetters, opinion formers and agenda creators, not to mention empire builders. Entry into the ranks of Vanity Fair’s list is based on a number of factors: wealth, influence, and philanthropy, as well as such intangibles as vision and the x factor.

The October issue of Vanity Fair will be on newsstands in New York and L.A. on September 1, and nationally and on the iPad September 6.


1. Mark Zuckerberg, Facebook
2. Sergey Brin and Larry Page, Google
3. Jeff Bezos, Amazon
4. Tim Cook and Jonathan Ive, Apple
5. Jack Dorsey, Square, Twitter
6. Marc Andreessen and Ben Horowitz, Andreessen Horowitz
7. Reed Hastings, Netflix
8. John Lasseter, Pixar, Walt Disney Animation Studios
9. Lady Gaga, singer
10. Dan Doctoroff, Bloomberg L.P.
11. Dick Costolo, Twitter
12. Mark Pincus, Zynga
13. Jim Breyer, Accel Partners
14. Tim Burton, Johnny Depp, and Graham King, Movies
15. Michael Moritz, Sequoia Capital
16. J. K. Rowling, Harry Potter
17. Trey Parker and Matt Stone, South Park
18. Reid Hoffman, Greylock Partners, LinkedIn
19. Herb Allen III, Allen & Co.
20. Judd Apatow, Apatow Productions
21. Jay-Z, Roc Nation
22. Todd Phillips, Green Hat Films
23. Yuri Milner, DST Global
24. J. J. Abrams, writer, director, producer
25. Robin Li, Baidu
26. Sheryl Sandberg, Facebook
27. Andrew Mason, Groupon
28. Jon Stewart and Stephen Colbert, television
29. Mark Wahlberg and Stephen Levinson, Leverage
30. Angela Ahrendts and Christopher Bailey, Burberry
31. Elon Musk, Tesla Motors, Space X
32. Natalie Massenet, Net-a-Porter Group
33. Paul Graham, Y Combinator
34. Sean Parker, entrepreneur
35. Fred Wilson, Union Square Ventures, Flatiron Partners
36. Peter Thiel, Founders Fund, Clarium Capital Management
37. Peter Jackson, Wingnut Films
38. Ryan Kavanaugh, Relativity Media
39. Mike Allen, Politico
40. Walt Mossberg and Kara Swisher, All Things D
41. John Hennessy, Stanford University
42. Jeremy Stoppelman, Yelp
43. Ashton Kutcher, actor, investor
44. Tyler Perry, director, producer, writer, actor
45. Dennis Crowley, Foursquare
46. Kevin Ryan, Gilt Groupe
47. Daniel Ek, Spotify
48. Henry Blodget, Business Insider
49. Mikael Hed, Niklas Hed, and Peter Vesterbacka, Rovio
50. Justin Timberlake, singer, actor


Embattled News Corp. Chairman Rupert Murdoch in the Top 5

NEW YORK, N.Y. — This year Vanity Fair inaugurates a list of the Powers That Be. These are the people who have shaped the world we live in today — and continue to wield enormous influence. Many are longtime New Establishment members, and their destinies are intertwined with the members of this year’s New Establishment.

Steve Jobs, of Apple, holds the top spot on the list of the Powers That Be. Since Jobs took control of the company 14 years ago, the stock’s share price has risen more than 6,500 percent. At the height of the debt crisis in late July, Apple had more cash on hand than the U.S. government.

Bernard Arnault, of luxury-goods company LVMH, ranks in the No. 2 spot. As an overseer of countless enduring luxury brands, Arnault has left his mark on the industry. Last year he spent $2 billion to accumulate a 20 percent stake in family-controlled but publicly traded Hermès.

Mayor Michael Bloomberg is No.3 on this year’s list while News Corporation chairman Rupert Murdoch comes in at No. 4. The tumultuous News of the World scandals this year have shaken the media baron, but also shown his staying power in the face of just about anything. Brian Roberts and Steve Burke, of Comcast, NBCUniversal, who recently acquired the U.S. media rights to the Olympic Games through 2020, are No. 5.

Jill Abramson is the highest-ranking woman out of six on the list, at No. 9. She is followed by Angelina Jolie with Brad Pitt at No. 11, Sue Naegle with Richard Plepler and Michael Lombardo at No. 15, Anne Sweeney with George Bodenheimer at No. 22, Bonnie Hammer at No. 24, and Arianna Huffington with Tim Armstrong at No. 25.

Because some power is permanent, Vanity Fair nominates a number of regulars to the Hall of Fame this year. Warren Buffett, of Berkshire Hathaway, joins Barry Diller and Diane von Furstenberg, Tom Ford, actor Tom Hanks, and designer Karl Lagerfeld. Network impresario Oprah Winfrey, Jeffrey Katzenberg, of DreamWorks Animation, and talk-show host Charlie Rose all make the ranks as well.

The October issue of Vanity Fair will be on newsstands in New York and L.A. on September 1, and nationally and on the iPad September 6.


1. Steve Jobs, Apple
2. Bernard Arnault, LVMH
3. Michael Bloomberg, mayor, New York City
4. Rupert Murdoch, News Corporation
5. Brian Roberts and Steve Burke, Comcast, NBCUniversal
6. François-Henri Pinault, PPR
7. Bob Iger, Walt Disney Company
8. Jeffrey Bewkes, Time Warner
9. Jill Abramson, The New York Times
10. Steve Ballmer, Microsoft
11. Brad Pitt and Angelina Jolie, movies, philanthropy
12. Diego Della Valle, Tod’s
13. Roman Abramovich, investments
14. Mickey Drexler, J. Crew
15. Richard Plepler, Sue Naegle, and Michael Lombardo, HBO
16. Larry Gagosian, Gagosian Gallery
17. Harvey and Bob Weinstein, the Weinstein Company
18. Marc Jacobs, designer
19. Lorne Michaels, Saturday Night Live
20. David Zaslav, Discovery Communications
21. Jean Pigozzi, investments, art
22. George Bodenheimer and Anne Sweeney, Disney Media Networks
23. Vivi Nevo, NV Investments
24. Bonnie Hammer, NBCU Cable Entertainment and Cable Studios
25. Tim Armstrong and Arianna Huffington, AOL Huffington Post Media Group


Edgar Bronfman Jr., Warner Music Group
Warren Buffett, Berkshire Hathaway
Ron Conway, angel investor
Philippe Dauman, Viacom
Barry Diller and Diane von Furstenberg, IAC, DVF
John Doerr, Kleiner Perkins Caufield & Byers
Larry Ellison, Oracle Corporation
Tom Ford, designer/filmmaker
Ted Forstmann, IMG Worldwide
Tom Freston, Firefly3
Brian Grazer and Ron Howard, Imagine Entertainment
Tom Hanks, actor
Jeffrey Katzenberg, DreamWorks Animation
Vinod Khosla, Khosla Ventures
Karl Lagerfeld, Chanel
Ralph Lauren, Polo Ralph Lauren
John Malone, Liberty Media
Ron Meyer, Universal Studios
Leslie Moonves, CBS
Ronald Perelman, MacAndrews and Forbes
Miuccia Prada, Prada
Charlie Rose, talk-show host
Eric Schmidt, Google
Terry Semel, investor
Oprah Winfrey, OWN

(Full disclosure: Readers who look closely at the list will notice that all things ATD senior editor Peter Kafka is listed as a contributor. This is true! Also true: Peter wrote biographical entries for several people on the list, but has zero input on its composition. He tells us he had no idea that we were being considered for inclusion, and we believe him. He also says that had he been asked for his opinion, he would have voted for us, his bosses, to be included. We also believe that.)

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Nobody was excited about paying top dollar for a movie about WikiLeaks. A film about the origins of Pets.com would have done better.

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