This is one of my main beliefs as to why no one is an 'employee' any more. Everyone is (or soon will be) a business owner. And even if you're not technically a company, you should think of yourself as one. It's the only real job security. And besides you get much better tax breaks.
Is there any company that's not in the media business? The internet has turned all public and even non public content (Gmail) into media. If you're producing any kind of content you need to be thinking of yourself as a media entity.
I'm speaking at a workshop the day after this one in San Diego with Anita Campbell and was planning on attending this one as well. if you're in the neighbourhood you should stop by.