[dhimes]

By local BIG paper I specifically mean the Boston Globe or Boston Herald.

I would rather take out an ad in the Globe than in a bunch of smaller papers (one per town, but they are grouped under umbrella companies so it's not quite as bad as it sounds), but not if my prospects aren't going to read it.

Small regional papers may be better vectors for small regional businesses, but I would guess that Sears, Friday's and Pep Boys would also prefer to cover a larger area.