Local Advertising

In an article from DMNews (http://www.dmnews.com/Local-marketing-shifts-to-digital/article/137679/) it is indicated that businesses will be putting far more dollars into mobile, search and social networks  than traditional advertising and yellow page ads.  The article quotes a director from Media Networks as stating that these marketing vehicles are more measurable than traditional advertising.  While that is true to a point, the people exclaiming this loudest are those with the most to gain (i.e. multi-media tech companies.).  Traditional advertising and advertising 2.0 are far more effective working with each other than replacing each other.  The tactics of advertising 2.0  have merely a larger arsenal of tools to reach potential customers more frequently.