You can outsource what you suck at, but its a bad idea to outsource to someone who sucks at it as well.

I think what the post was getting at was that most people buy fashion magazines for the ads, because the ads are well crafted and made by the best photographers in the field. Some of them are pretty damn close to art. The ads are actually part of the magazine and not just a money-maker. You'd think this type of integration would be easier on the web, but no most sites would rather just throw a banner on the sidebar, another on top of the navigation and call it a day.