Good advertising should tell a story, but when do you draw the line and say an ad that passes as editorial content is a breach of ethics? Gawker is pushing the limit with Bloodcopy, the blog sponsored entirely by HBO’s True Blood. Bloodcopy entries appear to be normal blog posts (the word “advertisement” doesn’t appear anywhere). “With vampires, we thought we could be a little looser with the disclosure and create some disbelief” says Chris Batty, Gawker’s vice president of sales and marketing. Check the complete interview with Batty at Nieman Journalism Lab.