They are standard places to put ads, and this may result in more regular users to ignore them, but they do fit in well with the layout, they look almost part of the site.
But they aren't relevant. I got a donate to katrina victims and:
Tesco - Buy Revenge Of The Nerds II Free delivery & Clubcard points.
www.tesco.com/dvd
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If I go to a second life blog, I would be much more likely to click on ads that are second life, or other mmorpg related, not buying dvds from tescos. I would work on getting more targetted ads to get a better click through
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