Internet Advertising: Is it Local Yet?
In Tig Tillinghast's article, My Dad and Online Media, he states that online media has not yet reached the level at which a local merchant, his Dad, can fully utilize the the power of that medium. While on a general scale that may be true but there are some mechanisms out there can achieve some level of regionalization. See his readers comments to that affect.
In my own professional use of the medium, over two years ago, I was able to achieve a very successful AND regional campaign through DoubleClick's technology. It can work if you search for the solution.