Digital Advertising for Newspapers

Why longtail SMB advertising can work for newspapers and publishers and what upsides it holds:

1) Absolute Revenue

2) Relationship Building

3) Real Demand and Making a Difference for the Advertiser

4) Relative Revenue

Getting the lowest cost in banner creation is a crucial component to a working business model.

But what are the pros and cons of creating banners inhouse, with agencies, typesetters, self service tools, freelancers, students, etc.?

And how did successful publishers and regional media houses not only lower costs but - more importantly - increase the sales side of the equation by making the offering more intuitive and easier to book for advertisers and sales reps alike?