Broadcast Media has changed much over the years mainly due to the introduction of the Internet. Though traditional media can be a risk at times, it can also be a great solution for small businesses that are trying to reach a local audience.
Radio is a great example of how local media can work well with your Internet presence. But whatever you do, don't try and advertise your phone number by repeating it 4 times in the commercial. Come up with a great URL / website name, and promote that in your spot.
Cable advertising has also changed the way traditional television advertising works as well. Now, companies can offer locally targeted spots that run on niche channels. It makes it much more targeted thanks to its directly delivery into millions of homes.