Google Invents Alphabet

Unless you have been living under a rock, you have heard about Google's creation of a new overarching entity, named Alphabet. The traditional - if traditional is a term you can use to describe the game changing company - search and advertising businesses will continue under the management of Google CEO Sundar Pichai. Under the new regime, forays into new and potentially disruptive fields will operate separately. Each will be accountable to founders Page and Brin as well as the investment community, as a stand alone unit. According to the official blog post from CEO Larry Page, Alphabet will be the next generation company that will strive to change the world, from life science to fiber optic cable infrastructure. Alphabet's impact on the direct mail marketing world is unknown for now, though its reach will likely be felt.