A thought...Rather than trying to create a marketing services/development depatment from within (and especially when the breadth of your advertising personnel talents lie in print sales and not on the creative side) might you be better off teaming with the most creative and digitally savvy in your market? I find it hard to believe most newspapers carry much cred in the eyes of local advertisers when the discussion turns to digital and social marketing. There aren't too many newspapers we've visited where the ad sales team (and the Publisher) has much, if any, creative training and especially on the digital side. Team up with those folks who know what they are doing and you have a win, win situation.
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