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- An Unlikely Story Bookstore and Café in Plainville, MA (www.anunlikelystory.com/) has, traditionally, done modest advertising and promotions through the local newspaper (The Sun Chronicle).However, they have the impression that newspaper readership is declining and that the trend in advertising is shifting toward the Internet.Realizing that they are a small business, and this trend may not apply, they are interested in learning whether Internet based adverting would be effective for them, or whether they should stay with traditional newspaper advertising.What can you tell them?