The cover of today's 24 Hours Vancouver is a paid advertisement by the BC Liberals -- an editorial decision that has some readers upset over a perceived lack of clarity that the ad is indeed an ad.

The front page features a large photograph of the premier emblazoned with the headline "Poll: Christy Clark stands tall in debate." followed by "Comeback Kid." Beneath it, a caption and Ipsos Reid poll results mimic 24 Hours' layout style.

The advertisement continues on page two, followed by the paper's actual front page.

The Sun Media newspaper's director of sales, Elena Dunn, told The Tyee that a two-page advertisement like the one published today costs $15,000, but the rate can vary depending on whether the advertiser has a contract with the company. 

Due to client confidentiality, Dunn said she couldn't comment on whether the BC Liberals had a contract with 24 Hours or not.

She said that other provincial parties are advertising with the daily, but didn't know if they had plans for front-page advertisements. Other political candidates have bought the cover in the past, she added. 

24 Hours general manager Philip Tan was not available for comment at press time.

According to a Globe and Mail reporter, Dix has responded to the ad:

http://twitter.com/AndreaWoo/status/329639524344938497

Reaction to the morning publication was swift on social media, with some condemning the use of advertorials by publications across Canada.

http://twitter.com/diamondisinger/status/329638040031096833 http://twitter.com/paulnixey/status/329639066465366018 http://twitter.com/nspector4/status/329633675585134592

Natascia Lypny is completing a practicum at The Tyee.