It is important for all webmasters to realize that if they wish to run an effective advertising campaign that will pay off you must have targeted advertising and effective website content.
Writing content is one thing, but using it effectively on your website is an entirely different subject. If you write an article, you want people to both read your article and view your advertisements. Unfortunately, the more lengthy your article is, the more difficult it is to display advertisements throughout the entire advertising. In Googles' AdSense program there is several skyscraper advertising programs which provide excellent left or right aligned advertisements. However, if your article is longer than the advertising you are wasting valuable advertising space.
There are several ways to deal with this, you can put multiple skyscraper advertisings on top of each other, or you can break up the article in to a series of articles, or provide a link that will pass them to the second part of the article. Personally, I believe that the latter of these solutions is better.
By stacking skyscraper advertisings on top of each other you are modify the framework or template of your website guessing the average size of your article. The problem exists when you have articles that are smaller, you don't want a big line of advertisings extending down beyond the fold (where you must scroll). Having the advertising without website content to fill the area wouldn't look very good.
Of course breaking up the articles in to either smaller articles, or just break the article apart on to multiple pages that requires the user to click to go to the next page has multiple benefits. The primary benefit of this method is that you are maximizing your advertising space, you are doubling the effective advertising area of your webpage and getting the visitor to view more ads. The other benefit is you keep your template looking clean and constant.
Ideally, an article or content page should be roughly 300 to 600 words. This will make the article approximately the correct size for one page. By maximizing the amount of pages and content on your website you can both improve the likelihood of a web surfer clicking on your advertisement and help to improve your website standings in the search engines. Both by having a larger website, and by expanding it on a regular basis. Finally, another good reason for smaller articles is that they are far easier to write. It's difficult to come up with huge reports on a daily basis, but it's quite easy to come up with a short tutorial or explain a specific idea or technology.