Here is a recap of posts from last week, in case you missed any. Click below to read each post in full.

Local.com Revamps Site; Profitability Expected by Year-End

Local.com has made its first substantive changes to the site in over a year. CEO Heath Clarke says the changes make it easier to find all the varied content on the local portal. It will also make it easier for the site to add more data to profiles and incorporate user-generated content, such as reviews, which the site has already been generating. (read more…)

The Los Angeles Times Debuts ‘Mapping L.A.’

The Los Angeles Times today debuted “Mapping L.A.,” an online effort to map 87 distinctive neighborhoods in the sprawling Southland. For the paper, the designation of neighborhoods goes beyond civic duties. Not only does it intend to base news stories around them, but also hyperlocal marketing, advertising and blogging effortsl. (read more…)

HelloMetro Rides Google’s City Name Keywords

One of the homespun stories of interactive local media is the rise of HelloMetro, a city guide company that started in 1999 as an entrepreneurial effort in Louisville, Kentucky, and has since grown to include 15 staffers, including five direct salespeople. (read more…)

In Scott We Trust: A Discussion With New Idearc CEO Scott Klein

Yesterday, I spent about three hours with Idearc Media CEO Scott Klein, who shared the vision he and his management team have for the company. Some of that vision is encapsulated in the rollout of SuperGuarantee, a major new initiative. Other clues are found in several enhancements to the core Superpages site. My biggest take-away: Klein’s overarching mission to reestablish the notion of trust inside and outside the Idearc organization. (read more…)

ReachLocal Adds Display to Search Offering

Clearly, SMB marketing is no longer just about local search and directory listings. While search remains an important piece of the pie, display is emerging in its own right.  Marchex, AdReady, Cobalt’s Admission, MediaTraks, Mixpo and Jivox are among those companies that have been targeting SMBs and others for display (and rich media) solutions. (read more…)

WeddingBook.com: Will TripAdvisor Concept Work for Weddings?

TripAdvisor was one of those rare Web 2.0 breakthroughs where the power of the crowd created a viral energy all its own (and enough traffic to sell advertising). Now Stephen Kaufer, founder and CEO of TripAdvisor, along with Dan Saul, founder of Smarter Travel Media, hope to repeat the magic in the wedding category via WeddingBook.com. (read more…)

Jivox Launches ‘Video Engagement Scores’

Operating on the assumption that most small businesses are either too impatient or don’t have the expertise to understand usage reports, Jivox has launched “Video Engagement Scores.” The scores provide SMBs with feedback on a 0-100 basis, complete with red, yellow and green zones. (read more…)

Valpak’s Newspaper Ads: ‘The Original Consumer Stimulus Package’

One area that is thought to be doing comparatively well in the poor economy is coupons, both in print and online. Valpak, the blue envelope coupon company put on the market by Cox Enterprises last August, reinforced that mind-set today via opportunistic full-page ads in 10 major newspapers. In coming weeks, banner ads and radio spots will complement the effort. (read more…)

Zagat Dives Into Local Health-Care Ratings With WellPoint/Anthem

Zagat, which publishes consumer reviews and guides for restaurants, nightlife, hotels and attractions, has licensed out its name and reviewer system to WellPoint. The health-care insurer will publish Zagat-branded health reviews for its WellPoint and Anthem Blue Cross customers, reports The New York Times. (read more…)