UPDATE: A sharp-eyed reader writes me to question whether I misconstrued that last quoted sentence there. And it sure looks like I may have. While I thought the sentence implied that the six advertisers had signed up for $400,000 packages, it could just be juxtaposed by an unfortunate “and.” I’ll ask the WSJ for a clarification and update when I hear back.

UPDATE No. 2: I’m told that the six advertisers did indeed pay about $400,000 each for the packages.

Ryan Chittum is a former Wall Street Journal reporter, and deputy editor of The Audit, CJR's business section. If you see notable business journalism, give him a heads-up at rc2538@columbia.edu.