Health insurance company Humana, Inc. bought a large ad in the Detroit Free Press after a story idea the company suggested on Medicare open enrollment was committed to by the paper’s editorial team, according to The Wall Street Journal.

A Humana spokesperson told the Journal that the company, “simply asked whether the Free Press was planning a special section on the Medicare enrollment period and, on learning that it was, decided to buy an ad in the section.”

“Editorial content needs to remain, and does remain, with the newsroom…But where we can find the connections that make sense for marketing purposes, that’s something that we need to be open to,” Paul Anger, editor and publisher of the Free Press told the Journal.