If you have ever read an internet job posting you have probably seen the phrase "Local Candidates Only."
However, last I checked the internet is global (or has the potential to be). Therefore, the ad will be read by far more people to whom it will be useless than the small group it's targeting.
This is one side effect of free media. The message is not intended for the masses but because we can send it across the globe in one click, we do. Doing this is extremely fast and easy. Plus, the more views the better, right? We can run to the client and say, "Look at those numbers! We did this!"
They will love that too. However, the problem is that that's all they are, numbers. Free media allows us to artifically inflate meaningless numbers while we ignore reaching out to the right people.