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My colleague Michael Boland blogged about Integrent's new geo-targeted network Centro, below. When I spoke, now some time ago, to Integrent CEO Shawn Riegsecker (who's on a newspaper panel at ILM:05) he told me he wanted to build a newspaper-based local network that had the same quality and reach as a Google or a Yahoo!.

With 1,300 local sites (including radio and TV), Riegsecker is well on his way. But others are building local networks too …

Simplified and centralized buying is what local needs to enable dollars to shift, commensurate with consumer behavior. Integrent is trying to make it simple for national advertisers to buy local outside Google and Yahoo!.

However, when the dust settles, what will be needed is a meta-network to knit together all the disparate networks.

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