Be the Media. Great title. The content is good, too, though a little shallow. Mathison attempts to cover an ocean's range of subjects, and while the topics are a mile wide, they are only about a foot deep. Actually, more like a yard deep, to be fair. It's a good introduction to several areas, but probably nothing most indie producers don't already know.
Even better than the book, though, is Mathison's Be the Media Internet radio show on BlogTalk Radio. He's got some impressive guests, and deeper discussions on the topics he scrapes the surface of in the book. Recent guests included Seth Godin and Terry McBride. So far, every episode I've heard has been good. One of the best for filmmakers was this one, featuring distribution guru Peter Broderick.
I like the book, but cannot heartily recommend it. But I do recommend Mathison's BTR podcast. Check it out.