The front page of Thursday's Los Angeles Times is expected to include a major feature story on LAPD cop Ben Sherman, chronicling the rookie's rough first day on the job.
It's not unlike the kind of personality profiles that frequently grace the newspaper's "Column One" feature. But Sherman, however, isn't real - he's the lead character in NBC's "Southland," played by thesp Benjamin McKenzie.
And the story itself isn't really a story - it's part of a large, six-column ad that will appear under the fold of the L.A. Times' front page.
The fake news story - which will run in the first column, much like those regular L.A. Times stories - is in a different typeface and style than the paper's normal content. It will also be marked as an advertisement.