Ads and Newspapers in One Post

Great intersection of news and strat comm. A cooperative has introduced quadrantONE, a way for national advertisers to push their messages out to smaller local and regional newspaper sites. If you're Miller Beer, you're not going to negotiate individually with the Journal Sentinel, State Journal, etc., to post ads on their sites. The theory is that quandrantONE will give media buyers a chance to specialize without too much effort in contacting individual outlets.
Newspapers are in trouble. Ad revenues are down, as is circulation. Advertisers need new avenues to consumers. No one has figured out a way to truly leverage the Web as a revenue model. Will this work? What do you think?