Scripps is promising advertisers that they will do their best to make their ad look just like a news story.
According to Scripps, they will have their "Journalism team" write a "content article" about the advertiser's business and it will be hosted on Scripps' "news site".
The articles will be "searchable on our site and Google."
Not sure Scripps "Journalism team" is, but if they are writing ads disguised as news copy, they might want to drop the Journalism part.
Here is a screen grab from the Scripps pitch to advertisers.