At about noon today, the Atlantic put on a very snug hair shirt, issuing a statement of apology and regret for having posted on its website Church of Scientology “Sponsor Content” yesterday.

The Scientology advertisement, composed by tone-deaf propagandists unable to write a sentence about the church’s alleged worldwide expansion without including a superlative – “unparalleled,” “unrelenting,” “unprecedented” (twice) – was taken down just before midnight after being up for about 11 hours. (See Erik Wemple’s tick-tock.)

A cached version of the Scientology advertorial is preserved on freiz.it, but be forewarned that there isn’t much there to interest you unless you’re an admirer of the church and love to read nice but bland things about it, or you detest Scientology and enjoy nothing better than to have a good laugh at the church’s expense and that of its “ecclesiastical leader,” David Miscavige. It’s really that lame.

The Atlantic‘s rambling apology, which admits to having “screwed up,” “made a mistake,” “failed to update … policies,” etc., and promises to “put things right,” concerns itself mostly with errors of process without going into what the company’s existing advertising policies might be. But as instant apologies go, it covers the company’s ass for the time being.

Setting aside the substance of the Atlantic‘s advertising policies, the Scientology advertorial illustrates a dual break-down. First, the church misserved itself by producing such a dorky exercise in propaganda. Can its executives and advertising department be so oblivious about how media works that they didn’t know the ad would subject them to ridicule from non-church members and a yawn from the faithful? If I ran the church, I’d be dispatching its copywriters to “The Hole,” Scientology’s alleged reeducation camp in the California desert.