I would think it much more expensive to advertize in CA than PA. Further, to hit southern NJ, you have to advertize in the Phila media market. Abandoning PA is abandoning NJ (so in abandoning NY).
That was true once upon a time, but not really these days. With the advent of cable (and to a lesser extent satellite systems if they use a set top box that can store and play ads selectively) as the dominant method of accessing television it is quite feasible to target only a portion of a media market with one's "broadcast" ads. Granted, there are still those such as myself who still rely on over-the-air broadcasts, but I'm very much in the minority. Radio too is still dominated by broadcast, but it is a far less expensive medium than television.