Awesome choice on dropping some of your print budget. My wife is a journalist, and I still have no love for newspaper advertising. As for what you should spend your added budget on it really depends.
Are you satisfied with your current conversion rate? Have you done any testing with your VDPs to check impact on conversions? Improving your conversion rate can be an easy win for more leads/sales.
Have you gotten an audit on your current keyword rankings? Do you know which keywords you should be targeting? It's possible you don't even need SEO. The good thing about SEO, though, is that it is an investment in your company. Just on a quick check, you are outside the top 5 for "Used cars Albany NY," which has over 1000 searches a month.
Are you currently doing PPC? As much as 30% of clicks end up in the paid section of search, and PPC can be a great way to boost your traffic/leads/sales.
Are you doing any remarketing? Remarketing is where you continue to advertise to people that have already been on your site. Amazon does an amazing jobs with this.
As for companies to talk to about all of it, I would give Cuneo Advertising a call. They are associated with Carsoup.com.
