How to beat (compete) with Google locally

Terry Heaton takes a look at how local media can try and compete with Google for local media dollars.

From the post:

"So in order to compete with Google at the local level, we also must become an advertising system. There are a variety of ways to go about this, but here are five things that are required for making it happen:

1. Define and identify the Local Web.
2. Organize the Local Web.
3. Provide tools to help it grow.
4. Serve it by enabling commerce across the network.
5. Sell the concept to the community."

I think Terry forgot number 6: Give up.