This is less of a problem these days, as articles increasingly take a series format, which allows a topic to be spread over several offerings. And ClickZ Today itself does carry a lot of advertising, which I sometimes find difficult to distinguish visually from the article descriptions. Look at the site for an idea of the variety of ways they let advertisers communicate their message. Not for them, the one banner approach. Take a look at their media kit for a list of all the alternatives on offer.
Sponsorship is a funny topic.
Although a fast-growing and significant form of online advertising, it's hard to find good references on the subject. Take a look also at our interview with Richard Kies on the subject. Finally, you can also read this brief analysis of ClickZ advertising .