“Our analysis of Jupiter data finds that consumers are more likely to act on the ads they see on local TV, newspaper and magazine sites. Just as we see on a national scale, <<local>> media sites outpace portals and all other online media at delivering meaningful advertising results,” said Pam Horan, president of OPA.

http://www.online-publishers.org/newsletter.php?newsId=425&newsType=pr

So it looks like content and brand trust still matter in the local marketplace. Whew!