Back in July the New York Times refused to publish Sony Featured articles on their site stating that "on NYTimes.com, advertorial content must be clearly labeled to distinguish it from editorial content, and we were unable to agree upon a program … that would meet these advertising acceptability guidelines."

Around the same time The National Geographic and Wired started to publish Sony Features. It is arguable that both these publication failed to clearly identify the content as an advert.

Yesterday Salon published its first Sony Feature - Capturing and Saving the World. To their credit both the article and the front page summary clearly labeled the piece as a "feature by Sony advertising series."

However purists are unlikely to be impressed, and perhaps with some justification. Earlier this year David Cohen, senior vice president and interactive media director on Sony at Interpublic Group of Cos.' Universal McCann stated that "We're trying to blur the line between the advertising and editorial boundary. The idea of content integration is not necessarily revolutionary, but the level to which we are taking it is unheard of — we're customizing articles to the particular publisher."