Buzz Word "Local"

It seems "local" is one of the big buzz words going around.

Was the title of an interesting question I spotted on Linked-In

"local" search marketing
"local(location based)" mobile marketing
These are two of the things I have heard associated with local marketing. I believe some have referenced the long tail saying that small local establishments advertising could add up to more than the big Brand advertisers.

what is your take on this? Do you think it is truly a scalable solution? Which do you think "local" targeting provides the greatest area of growth mobile or online?

Do you think if the same "targeting" ability was available in radio maybe to target someone in a specific zip code would the demand be there?

The winner is
With the huge amount of spamming and direct mail and unpersonalised printed marketing material you would indeed think it would be a winner if you could get into the local-targeting mode.

It's not a winner though, it's a slight improvement. With todays technology of online banking, online ordering etcetera the winner is: income and spendinghistory specific marketing.

In other words, we're talking about intelligent documents (I need to set up a file for this item ;)