How do you rotate sponsors so readers don't see the same ad every week?

Readers stop seeing an ad that's identical every week. Sponsors still want to feel like they're everywhere. You can do both.

"You don't want it to be the same ad. That's why I'm not going to do it all the time."

What does the rotation look like?

In an ideal world, eight advertisers per brand. Each gets one primary ad and one secondary ad per month. In a weekly newsletter that's two ads out of four issues, so every sponsor appears every other week.

Issue of the month	One sponsor's placement
First	Primary ad
Second	Nothing
Third	Bottom (secondary) ad
Fourth	Nothing

Why rewrite every ad?

Because the same company doesn't have to mean the same ad. Ideally each one gets rewritten or redone. We plan about four different ways of marketing each company, so every ad is different even when the advertiser isn't.

How do sponsors stay in every issue?

Add a line like "Thank you to all our local sponsors and community partners for making this newsletter possible," with every sponsor's logo underneath. It goes in every send.

That changes the sales pitch. You only get two official ads a month, but you're inside every single newsletter we send.

Which advertisers wear out their welcome?

Small services that repeat too often. When I looked at a decluttering business that might want 12 ads a year, my thought was that decluttering in our newsletter every single month might get annoying. Not the end of the world, but worth weighing when you only have a few slots.

How do I keep the schedule straight?

A calendar, one row per issue date. Each date has its own primary ad, secondary ad, featured event and so on, and an advertiser's ad form drops into the matching slot. That solves almost everything.

Beehiiv doesn't have a calendar view, which always frustrated me. Most of our content isn't timely: business features, restaurants, pets, memes. With a calendar we can sit down for one day and fill a month or more. The piece I hadn't finished was letting advertisers pick their own date based on what's open. For how many sponsors a newsletter can hold, see how many advertisers a local newsletter can sell.