E3 is an industry event
You either need a Media pass which someone like Wes can get or prove you're in a decision making position. I can tell you for my pass in 2011, it was extremely easy. In 2012 it was so aggravating and took so many emails back and forth I gave up on dealing with E3 and asked for a guest pass from one of my vendors (that sponsors E3). I didn't go this year, I elected to go to QuakeCON instead.
As far as Media passes, my understanding is they've recently started cracking down hardcore on the amount of media passes they give out too. I've heard you almost have to be a guest of one of the big sponsors to even get in. Like AMD, NVIDIA, whoever may be there.
You can pay to enter, but I think it's a one day pass for like $700.
Truthfully, I'd rather go to PAX.