And then some. On its new app, NYT NOW, there will be nothing but sponsored content supporting it. No actual ads, just corporate propaganda designed to look like the rest of the app:

Paid posts in the news stream will be the only form of ads on The New York Times’ NYT Now app, due to roll out on the App Store on Apr. 2, the company said today… Cartier has signed on as the initial sponsor of NYT Now. Paid Post units and branded content will also begin appearing on the Times’ other mobile apps in the coming months, the Times said… The Times introduced native ad units in January, with Dell, Intel and Goldman Sachs as the initial sponsors. The company hopes native ads will help turn around its declining digital ad revenue, which Times CEO Mark Thompson has pledged to begin growing again in 2014.

In-stream ads in mobile apps are the latest step in this process.

That’s the end, isn’t it? I’m sure the NYT will be better than most in labeling its paid posts, but when the NYT has put its full weight behind blurring the line between editorial and advertizing, what chance that the rest of the industry can resist jumping into the fray? I can’t help but notice that the 100 percent native advertizing on NYT NOW somehow didn’t make it into the NYT’s own story on the changes. I guess I’m not surprised why. The goal of these journalistic enterprises is to keep that kind of thing on the downlow.