Publishers big and small are thinking beyond ads to monetize their digital expertise by offering online marketing services. Conde Nast's Ideactive unit will specialize in mobile applications, Web design and social media consulting, while 20,000-circulation Grand Island Independent in central Nebraska for a fee will help local companies set establish Facebook and Twitter accounts. However, some analysts doubt the additional revenue from these services will prove as significant to these publishers' bottom lines as boosting their shares of online ads.

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