An unexpected force has lifted a challenge to creative agencies: the publishing world. Condé Nast and Meredith have arranged their ad sales units so that they're not only selling ad pages, they're building the content and marketing as well, reports The International Herald Tribune.

Condé Nast Media Group operates like an ad agency. It has sweepstakes, TV specials, radio and, of course, magazine ads as well as complementary in-store events for clients like Dillard's, Lexus and Grey Goose.

These activities generated $200 million to the firm in 2006. The cost to advertisers is often better still, since Condé makes money off the media, not the creative.

Magazine firm Meredith bought three ad agencies to more efficiently deliver creative to clients, creating an internal ad consulting group called Meredith 360.

The example set by large publications is slowly trickling down to mid-sized and indie rags. Indepedent 'zines like Surface, a fashion and design publication, are beginning to handle creative for clients as well.