Participants: Kevin McKean, Consumer Reports (moderator); Jon Fine,BusinessWeek.com; Tom Brew, MSNBC.com; Linda Yurche, Baltimore Sun

      It's getting harder and harder to pin down the moving line between editorial content and advertising and sponsored content. Church/state guidelines have softened, as publishers look for ways to monetize content. As online content increases (podcasts, webcasts, video, lead-generation, etc.) advertisers want sponsorship opportunities and publishers want those advertising dollars. As content editors, what can we do to maintain our integrity but keep up with the demand to monetize everything? Come to this panel for some answers.