Always on the lookout for local marketing ideas, I found this interesting article from Borrell Associates on the Top 5 Recommendations for Local Online Advertising in 2010. 

The article targets local media and I think their most interesting recommendation was that local media needs to "Be prepared for future mobile advertising growth." 

While I couldn't agree more with this recommendation, I think it needs to go a step further.  As a media planner working with many local businesses and media companies across the country, I have the opportunity to see and investigate mobile advertising opportunities frequently.  I think the local media outlets need to do a significnatly better job in presenting these opportunities more clearly to local businesses.  They're still to caught up in the idea that "it's mobile, so it must be cool."  Instead, they need to focus on the return-on-investment this can bring the local business.  Do a better job at quantifying the opportunity for me and I'm certain that it will make sense to include more mobile options in the local advertising strategies I develop.