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Abstract

Using models of economic utility, this study explored traditional and digital media use by local advertisers. Content analysis was done on the advertisements from print newspaper, broadcast television and their corresponding online websites in an 18 county market area of local media market. The study found that while there are indications that local businesses still rely heavily on traditional media to meet their advertising needs, the advertisers are beginning to recognize the persistent pull of digital media on their audience and appear to be incorporating available new media options such as online and social networking into their media mix.