We’re used to TV segments in the news being sponsored. “Tonight’s weather is brought to you by your local Ford dealer.” But sponsored columns in the newspaper have always been something of a no-no. No more. The Philadelphia Inquirer is going to start a column called PhillyInc. next week, and it will have what sounds like the equivalent of what we call online a sponsor “wrapper.” The section will be sponsored by Citizen’s Bank, will have the bank’s logo at the top and an ad at the bottom and will be outlined in the bank’s green color. It will be written by the regular cast of staffers, and is not a “paid advertisement.” This would be a major change in policy should its example be followed by other newspapers.
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