In the past the newspapers used to place advertisements that look like real newspaper articles. They actually continue doing it today, only they are required to print it in a font different from that of the newspaper and mark these pages as “advertising.” Recently i noticed a similar phenomenon happening online.
Ynet is the leading Israeli online newspaper. Usually, on its front page there is a leading story, then two to three emphasized threads to additional featured articles followed by a video item, and then all the categories with a number of articles in each. However sometimes Ynet present a different format. Take a look at the following:
Here you can see that there are still two emphasized threads, then the video, but then again an emphasized thread. The third thread look exactly as the previous two and only a trained eye could spot that it is a little bit different. Indeed, the third thread is in fact an advertisement presented in a form of article thread. This particular one is about a famous Israeli satiric TV show visiting the US.
It is interesting how certain practices survive the shifts between media.