http://www.heavenmedia.com - 1.5 million monthly unique readers and 20m page views, employee number in low double digits.

  you can't be a big single media content creator

Why not? I see no reason it can't be scaled up, and we've scaled up by purchasing several websites in the past couple of years (from small to slightly less small). Sure, the bigger you get the harder it is, because there's more work creating the content, and more work monetising it, and more opportunities for making mistakes. But it's certainly doable.