As with most things regarding local online advertising, you can see the cracks in status-quo thinking starting to form. This from a recent "Media Post" article:
"Intel Corp. has decided that its co-op ad program will now shift at least 35% of its ad dollars to digital media.
"We're going where the consumers have gone," Sean Maloney, executive vice president at Intel, told The New York Times. "For the longest period of time, consumers formed their attitudes through TV, print, radio, and from the middle '90s onward, there was more influence from the Net," he was quoted as saying."
Yeah, I know it's a tech company. But others are sure to follow. If you're a local business owner/operator, don't just accept the online restriction by your parent company.