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Originally posted by blott
This might help?

I am a journalist who will be attending a conference. What type of visa doe I require?
The classification of visa required for travel to the United States is determined by the purpose of the visit, not the profession of the traveler. A classification B-1 (business) visa, or visa free travel under the Visa Waiver Program is appropriate for persons attending a conference. A journalist employed by a media organization or a freelance journalist under contract to a media organization who will be filing a story on his/her return will require the appropriate “I” classification visa.

http://london.usembassy.gov/cons_new/faqs/faq_visa_niv.html#niv052

Sounds like if you're not travelling with your job, you need the ordinary visa waiver or B2?

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