Magnitude may be compared to the power output in kilowatts of a [radio] broadcasting station; local intensity, on the Mercalli or similar scale, is then comparable to the signal strength noted on a receiver at a given locality. Intensity, like signal strength, will generally fall off with distance from the source; it will also depend on local conditions at the point of observation, and to some extent on the conditions along the path from source to that point.
The usual designation of the magnitude scale to my name does less than justice to the great part that Dr. Gutenberg played in extending the scale to apply to earthquakes in all parts of the world.
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