Effective distancing
In these era of 'paid news' what The Economist does with advertisements which look like editorial content is instructive. In its December 18-21, 2010 edition it had a six page section on Macau which it it tagged as advertisement but also entered a caveat, in capital letters: This supplement has been produced by QCP. It does not involve any reporting or editing by staff of The Economist. No endorsement is implied." QCP is apparently a content provider of the client. Indian publishers and editors - please take note.