ClickZ article [clickz.com] on the power of local search, "Local Search: Convert and Win"
My favorite part:
I watched local search conferences emerge and scoffed at the research. I believed their growth figures were self-serving and grossly exaggerated. Local search was myth, a market hyped by those hoping to profit from carving out a niche using location. Its professed power didn't accurately reflect the market's reality. Man, was I wrong.
"My ROI on local search advertising is literally 10 times better than my Yellow Pages ad."
With those words, my dad changed my opinion of local search.