I don't understand why newspaper ads are so broken. Here in LA county, local businesses love to invest in billboards. Some are notorious with their ad campaigns

I don't understand why newspaper ads are so broken. Here in LA county, local businesses love to invest in billboards. Some are notorious with their ad campaigns, but in either case the result is advertising that is at least relevant enough to the local demographic passing through the area to justify leasing them, even hiring painters to create hundred foot mural advertisements on historical buildings that have ordinances requiring such painted advertisements. Given the seemingly strong and dynamic local advertising market in the real world, you'd think the digital ads in the LA times would mirror this, and reflect local businesses and the occasional national campaign like the billboards do. Instead, its offshored to liveintent, where they fill the adspace with anything from steam irons to pills to improve virility that doctors don't want you knowing about. It just seems like a wasted opportunity to me.