There is one exception - you can get an FFL for the purpose of research, photography, or gun writing without any intent to sell or maintain regular business hours .... even if you do so on a volunteer basis. This was declared acceptable in an ATF ruling when they started requiring such persons to have an FFL to obtain gun directly from manufacturers if they had relationship other than W2 employee.
I would expect the ATF would require proof, not just an assertion the applicant was going to post articles on NES.
The pre-ruling exemption would, for example, allow a gun manufacturer to ship a rep guns for exhibition at a show, match, display as sales samples, etc. without a W2 relationship or an FFL. Now one of the two is required.