If you’re a big Elizabeth Hurley fan, be sure to pick up the September issue of Shape magazine. Not only is she looking good on the cover, she’s looking good on a two-page Estée Lauder ad spread just inside the cover, and on an editorial page promoting a “Win Liz Hurley’s Cover Look” contest, prompting raised eyebrows over the rampant editorial/advertising synergy.

All involved are denying any shady dealing, of course. But whether it all came together intentionally or not, it’s an further, uncomfortable step toward blurring the lines. Not that Shape or parent company American Media is a bellwether for the industry, but every little bit, no matter from where, has a cumulative effect.

Hey, wait a minute. I’m a Liz Hurley fan! How can I resist: Brunette, killer bod, British accent… I’d better run out and grab my copy.

UPDATE: Sheesh. Despite having the cover image right in front of me, and reading the article a couple of times, I boneheadedly flubbed the title of the magazine — from the actual Shape to Self. My only defense: Ms. Hurley’s distractingly pretty figure obscuring the title on said cover. Still, I think my fixation on a cutesy headline for this post overrode my eye for detail.