CON

• The World Wide Web is, by it's very nature, global. You'll find that it is as easy to reach interested buyers in England or Asia as it is across the street.
• It is fairly expensive. It costs real money. Money that could be spent on fuel, feed, or utilities.

PRO

• It educates your buyers. I've received calls from people I didn't know. They knew exactly what they wanted, where and when they wanted delivery. They had already made up their mind by the time they called me!
• If you have a shippable item for sale, the sale can be concluded on the 'net.
• It can reach buyers who don't read the local paper or listen to the local radio. Or users who have no local paper or radio.