Serge, how about having the each sponsor "sponsor" a topic in rotation? They get their banner / link / whatever it is every 5 posts or something like that.
I think the ineffectiveness of most current banner advertising is the sheer volume of stuff on the page. 10 - 20 items per "top of page" is just too many items for anyone to really focus on and understand. With each one of them scrolling / flashing / trying to tell a story, and each one needing even 5 seconds to digest, you are looking at over a minute of "look time" before people can digest all of the messages.
I don't know about anyone else, but it is a rare day in hell when I spend a minute and a half looking at the top of a page not scrolling...
I would say get the sponsors inline with the discussions, more into the flow, and more "unique" and the value of their promotions will go up.
Alex
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