Local Marketers, a startup serving small- and medium-sized businesses that want to advertise online, has raised $4.1 million in new funding from Madrona Venture Group.

The Seattle company has also appointed a new chief executive, Walter Boos, who previously served as president of educational software maker SchoolKiT. The three-year-old company touts its pay-per-contact model, which is a more accountable ad payment model than pay-per-click.

Local Marketers has raised a total of $5.1 million in venture backing.

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