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The article focuses on LIONshare, an online database created by Lion Digital Media to help national and regional advertisers connect with local media companies. Topics include the media outlets comprising LIONshare, original purpose of LIONshare, and updating and adding features to LIONshare. The advantages of local media outlets' use of LIONshare are also discussed.

Focuses on the impact of local retail economies being displaced by a national retail economy on local media in the U.S. Consumer categories that were affected by the acquisition or displacement of local retailers by companies seeking national footprints; Details of the standard practice of many of the advertisers albeit a declining percentage of their total media expenditures; Information on the commercial inventory distribution on most affiliated television stations.

Discusses the use of the Internet by local advertisers and local media in the U.S. Features of the local-search product Overture; Advantages of yellow-pages companies over online search engines in the local-search business; Benefits of the use of Google and Overture by Dwight Turner, owner of GS Motorworks; Percentage of the total Web-search activity that accounts for local search.