Buyouts and layoffs have been commonplace in the newspaper industry in recent years, but the Journal Sentinel has sidestepped that trend by not replacing staffers who retire or leave the staff.

With advertising revenue falling and the company's stock in a nosedive, that is about to change.

In a story on its Web site, the Journal Sentinel announced that it would offer employee buyouts -- described in a memo as a "voluntary separation program" -- in the hope of eliminating 35 to 50 positions. If not enough employees accept the package, an "involuntary program" will be considered.

Full-time employees with 10 or more years of service as of Oct. 26 will be eligible to apply for the buyout. Those accepted will receive two weeks of pay for every full year of service and two months of paid medical benefits, not including dental and vision.

Non-newsroom employees would receive 1 1/2 weeks of current base salary for every year of service and six months of paid health benefits, also not including dental and vision.

The staff reduction should be complete by mid-November.