Before there was any other medium, there was the newspaper - it's been around in one shape or form for nearly two and a half centuries. That credibility made it difficult for many advertisers to walk away from local print for many years, despite high prices and lackluster service. Furthermore, advertisers also feel compelled to use newspaper ads when one of their competitors does so. But the truth is, newspapers don't usually fall into the hands of a younger, spending crowd. According to the 2011 State of the News Media, adults over the age of 65 are the most likely to be newspaper readers. And circulation for the nation's major daily papers continues to trend downward, based on Audit Bureau of Circulation figures. And the Internet has provided stiff competition for advertising categories such as "help wanted" that once belonged almost exclusively to the local paper.