Although OReilly Media started as a publishing company, its willingness to embrace innovation and creativity has made it a respected leader in the world of technology. The small California company of 260 employees is known for seeking out new ideas and cultivating talent. One of its trademarks is hosting conferences with the goal of finding people at the edge of technology and having meaningful conversations with them. For example, the company recently hosted a Tools of Change (TOC) for Publishing conference and regularly hosts Friends of OReilly (FOO) Camps where invited experts gather to exchange ideas. Another way OReilly Media stands out from other publishers is the quality of its books and its willingness to disseminate information to consumers any way it can. Known for its Hacks, Missing Manual, and In a Nutshell Series, the company often seeks out technology experts and invites them to write books in the area of expertise. Tim OReilly, founder and CEO of OReilly Media, is a big fan of digital distribution and makes his books available online, not only as discrete books but also chapter by chapter and in PDF. The model is similar to that of iTunes. OReilly believes that traditional brick and mortar bookstores will disappear and online purchasing of books will become increasingly important. He isnt concerned about digital rights management (DRM) and instead relies on customers to do the right thing. The company continues to experiment and recently added the ability to listen to content on its website. Other experiments include letting users buy pieces of books with screen tips or video for cell phones and producing interactive books that are accessed with an offline viewer. Given its enlightened attitude, the company will be sure to be at the forefront of ebooks when that media finally finds a foothold.