"Local.com's local content and search syndication model represents an existing source of direct local-search traffic," said Clarke, adding: "we intend to develop this site into a natural destination for consumers searching for local businesses, products, or services."

The site blends the bid-for-keyword cost-per-click paid search technology and distribution network of Interchange with directories from a list of partners including Verizon's SuperPages, LookSmart, and Ask Jeeves.

Until this point, Interchange has included its Local Direct search and advertising platform, and the company's recently released SMS LOCAL wireless directory assistance service, as well as its planned WAP-based mobile search service.

Clarke assured that each of its properties will be united under the Local.com brand before the end of the year.

Presently, Local.com is utilizing Interchange's proprietary Keyword DNA system, which has indexed 10 million businesses nationwide, as well as new search technologies from the recently completed acquisition of Inspire Infrastructure.

This news story is important. I recommend that everyone read it.