Almost every business is finding that its relationship wdith the media is changing.
In the past, product and service companies would have to advertise in a media outlet to reach their audience. Perhaps Starbucks' target audience would be those watching the Friends tv show. So, Starbucks would buy advertising around the show.
These days, companies now have to contend with an Internet that provides infinite distractions. So perhaps it is no surprise that companies are themselves becoming media companies. LinkedIn, for example, has launched it own social newspaper.
LinkedIn's offering, aggregating content passed around its network, may not seem particularly ambitious as a media outlet. But it's worth considering that MTV started life as simply aggregating music videos.