There are two reasons I subscribe to BusinessWeek magazine. The first is because McGraw-Hill owns the magazine and is also the publisher of my book so I feel some professional loyalty to support them. And the second is because of Jon Fine. He writes a brilliant column about the state of media and every week brings a new insight about the world in which many of us work to light. Below is an interview that I had the chance to record with him at the Online Community Summit where he talks about the evolution of media and the growing importance personal branding and personality will take in that future.