Being careful with ad placement next to editorial content -- especially emotionally charged content -- is extremely important, and here's a great example of why. Wednesday's Wall Street Journal featured dire news headlines about Japan's nuclear crisis, such as: “Setback in Fight to Control Reactors,” “Hiroshima’s Legacy Heightens Fears,” and “Radiation Effects Vary.” And just underneath those? A half-page, four-color ad promoting Hilton's HHonors program with the headline, "Work, work, work on your tan." To some, it may seem insensitive. To others, unfortunate. To me, it just proves the point that publications should look — and think — twice before running ads alongside gravely important articles. Hat tip to WSJ reader Elizabeth Sigal for sharing this one.