Mr. Harry Browne:

Sometimes it is called advertorial. One sets up a subject matter where one believes there will be a sectoral interest in advertising with that particular subject. Sometimes one does it in partnership with an outside institution. The phenomenon of special reports is essentially a series of opportunities by which newspapers and outside bodies form a kind of partnership to produce pages that will then attract advertising from particular sectors. It is very widespread and it is seen as somehow okay because it says in very small writing that it is a special report.