For the sponsors - big time visibility for half the price. For the newspaper - double the revenue with easy maintenance. For the reader - high paced interactive entertainment. Potential shelf life? "Forever!"
The formula is simple. Each of the four sponsors buys thirteen ads over the year which get placed in the "sponsorship position" in the You! Be the Judge column every four weeks.
During the three other weeks, the three non-sponsoring sponsors each get a small but good size ad under the main sponsorship ad. This means that the four sponsors are visible to the readers 52 weeks of the year.
Each sponsor pays half the price a sole sponsor would pay. The newspaper gets double the revenue.