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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.
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