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I live in the Kansas City area in the US and for the last week or so I've been hearing advertisements on the radio for Google local search. The ad talks about Google's intuitive search and how it helps the commercial's "subject" find a "window fixer" because she doesn't know what that type of person is called.
The thing that really grabbed my attention was an advertisement in the Kansas City newspaper this past Sunday which was also advertising Google Local. It was an 8.5" x 11" laminated insert talking about Google Local.
I thought this was interesting as I've never seen any push with conventional advertising for Google.
The back of the page says "Keep this handy reference card near your computer. Use it to find stuff in your neighborhood. (Or, if you're in desperate need of a placemat, we're good at that too.)"
Very interesting way to relate to the typical yellow page searcher!
traditional media have the advantage of having been around a long time (the local newspaper, etc.) with very little serious competition.
i think things are going to get very interesting very shortly in the local online space.