i'm joined now by les hinton, former executive chairman at news international, who'sjust published hisupert murdoch. what is your concern? it sounds that they could be getting pretty close to the important line that separates commerce from independent in editorial matter, once that is crossed, readers can no longer be sure if they are reading sponsored material or traditional independent news, and then they are on the road to ruin. the broader picture, because of what has happened with newspapers and their economies, the balance of power between advertisers and newspapers has been upset. these days, you will see a great part of the newspaper, hitherto sacrosanct for editorial, for instance, front pages, two and three, they will now carry advertising, they never did before... the interesting question, before we get onto the economics, which is clearly where this ends, where do you draw the line? if there is an article saying, ten things you never knew you could do with google, is that favourable comment? is that out of interest to the consumer? that is the question, the issue is, if the