'Native Advertising' and Audience Trust

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Newspapers, magazines and websites are making big money from advertisements that look just like their news stories. NPR, which has always relied on underwriters as well as listener support,  is supposedly an alternative to commercial broadcasting, but Ira Glass of This American Life says, "Public radio is ready for capitalism."  Critics say the "wall between church and state" that separates news from the business of news is disappearing.  Maybe it's out of date.  But, how long can sources of information be trusted if their credibility is up for sale?