Journalistic ethics have traditionally separated the news-reporting and ad-selling functions of media outlets, with the ostensible goal of keeping the news uncorrupted by financial considerations.But in the digital age, media outlets are fashioning a different set of rules.Concerns about the blurring of the line between the reporting and business sides of a media operation are now seen as quaint, a dispiriting idea made clear by the industry enthusiasm for what is called "native advertising"- commercial message that fetch a higher price because they are deliberately designed to look like news.