Not everyone gets online and/or surfs around the internet for generic information. As a local business owner, it can be beneficial to rank high in the search engines so that people can go to your website, but does that necessarily mean they will become a new client or customer for your business? You could pay for ad campaigns online that drive targeted traffic to your website, but have those visitors gotten off the computer to come see you? Online ad campaigns can be tweaked to give a good Return on Investment (ROI), but how much money do you lose before you find the campaign that is profitable for you? And even then, how much are you paying per active lead?
Not everyone listens to the radio; in fact, many of those who actually do are not usually interested in listening to commercials. They turn on the radio to be entertained, and advertising is usually not entertaining. Many will change the station to find something else while they wait for the commercial to end. This is why the ‘commercial-free’ promos can be quite popular for a given radio station.
Not everyone reads the paper; many subscribe only to get the coupons while others either do not read it at all or will view it online. Newspapers are one form of print media that can’t always compete with their online counterparts.