Local Seach Pushing Hard With TV Branding

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Seems the local search engines are counting on TV to help with their branding. Ask.com is running ads to push their local search.
Superpages and Verizon are using the same advertising methods.
The fact that Google, Yahoo! and MSN all have been promoting their local search shows that 2006 may really be the year of local search as many have touted.
Even the newpaper chains are getting into the act like the Boston areas WickedLOcal.com.