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A couple of well-known and respected companies have been mentioned here, and I'd go with them. The thing with companies like Jostens is their sales rep will do a LOT of training for you. It is in their interest for your book to be successful!
Ask for examples of books that you could realistically replicate, set a budget and get the kids out making some coin! If this is a low income area, this lesson will be especially beneficial for the kids AND maybe get them through a door where they will one day want to apply for a job. The ads are about supporting the school, even though you sell it as having permanence that the newspaper doesn't, so they can be a bit more expensive. Hopefully your rep can help you set realistic advertising prices.
And if you can sell enough advertising, maybe you can off-set the cost of the books you sell.
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