You have to give credit to the people who have the unenviable job of selling enough online ads to keep the New York Times afloat. At least they're brainstorming! Already this year they've experimented with creative strategies like selling the entire top of the homepage to Apple. And today, we see, they've come up with yet another space that can be "sponsored": The archives! The CBS show Eleventh Hour has a "sponsored archive" of free NYT stories about cloning humans and stuff, which presumably is a topic related to Eleventh Hour . It might grate on traditionalists, but we can't hate on things like this too much. Better to sell new online ads than, say, start plastering the front page of the print edition with ads. Besides, Thomas Friedman's mustache wax ain't free.