User blog comment:Susanolivia/Experience the new Wikia/@comment-761251-20100928005232/@comment-8072-20100928031134

"Advertisers demand the box ad in the upper right corner; on the other hand, it is possible that Wikia research found that in-content ads are now less effective than they were thought to be when introduced. Integrating the box ad in a right sidebar solves this."

It was the advertisers who ran the show last time. Why wouldn't they run the show this time? This is where Wikia won't give a straight answer, when 2 years ago all they'd talk about is the opinion of advertisers. I want straight talk now, otherwise, it looks a lot like they're trying to hide something.