If digital advertising is dramatically lower-priced than legacy advertising in reaching an individual, then it only makes sense to wring any costs associated with advertising out of the system. One such cost is building ads with creative departments or agencies.
The New York Times' blog, The Local, has been rolling out some interesting new features, most recently enabling users to volunteer to cover events or to request coverage from journalists.
Now it has introduced a low-cost self-serve advertising service. At five dollars per 1,000 page views, it is priced quite cheaply. The aim is to make it affordable for local retailers and services to reach audiences.