In an attempt to find some way to generate additional income, six of the major US airlines have decided to sell advertising space on their boarding passes. Sojern, a start-up based out of Omaha, Nebraska, said that they would start by filling up the white space on boarding passes travelers print out at home with targeted coupons, dining recommendations, ads, and weather information.

Airlines soon to feature the ad-plastered boarding passes include America, Continental, Delta, Northwest, United, and US Airways.

Delta will be the first to kick off the new boarding passes, beginning today in Las Vegas, and expanding on Thursday to cover 300 cities nationwide. The remainder of the airlines will be launching their efforts in the next few months.

Hate ads? Don't worry, consumers will have the option of printing boarding passes without the ads. In the future, Sojern also promises that travelers will be able to save preferences for future trips, allowing them to customize their boarding passes.

Sojern is planning to continue signing on new partners, and hopes to take their program international. Marketers currently taking part include NBC Universal, Crocs, Cirque du Soleil, Bahama Breeze, Borders, and Omaha Steaks.

A total of five ads can be placed on the boarding passes. Airlines will be given space to promote frequent flyer programs or credit cards.

Each of the six participating airlines has bought minority stakes in Sojern, and will split the ad revenue with them. It has not been revealed how the revenue will be divided.