While it's up to you to decide how far you're willing to blur the line between editorial and advertising, ClickZ keeps those lines clearly drawn. A top banner ad that is integrated into the page title bar, as opposed to standing alone. This placement integrates the banner into the site. Content sections are sponsored . ClickZ maintains editorial integrity by having sponsored sections as opposed to pieces.
Companies still get visibility via placement.
Integrated ad boxes . The company logos provide a mix of graphics on the page, but they are small enough to not be confused with a typical banner ad. Bottom of the page advertorial . This is a great place to put advertorial, especially targeted advertorial, as it assumes any reader that has read that far down the page has a vested interest in the overall subject matter. The advertorial also provides information as it promotes.