You get the general idea. Advertisers can take spots - with visible LOGOS on either side of the road and it could be tailored PER CITY - depending on the circulation of your paper.
The main theme is "BY THE WAY" is "THE CENTRAL THEME" - on the road and can be seen from "either side" (very subtle spot) - you can make more dough from spots on either side!
You can also squeeze in a ".com"
You have a lot of creative freedom here
The "route 66" is part of the "draw" depending on your target - maybe europeans who want to visit the States, the american landmark "draws them in...into the spots on either side - or your website - the whole page is a BIG AD!
