Many newspapers are using maps in great ways already on the editorial side: recently, the Los Angeles Times and San Diego Union-Tribune both did amazing jobs with Google map mash-ups while covering the wildfires in Southern California. The Oregonian used a Google map mash-up to show the most dangerous areas of town for bicycle commuters. Digital Edge Award finalist Boston.com used a map to show political campaign donations.

But maps can and should be used in advertising, marketing and local search, according to panelists participating in “Maps: Not Just for Driving Anymore,” a Search Engine Strategies-sponsored session this afternoon at the Interactive Local Media conference in L.A.

Two interesting items from today’s session:

Sales people who really understand Google’s opportunities with AdWords, Local Business Ads and the benefits of effectively using geo-targeted keywords (and maps!) can sell this knowledge as a service to small businesses. Managing a Google search campaign by effectively incorporating Google listings into the newspaper Web site can increase the ROI for the newspaper and its small business advertisers.

A company called UpNext has developed a three-dimensional map (even better than the Google maps satellite images) of Manhattan, which allows people to ‘fly over’ the city and navigate up to the building-level (image below). Users can click on a building and see what businesses are in it, too. It’s a fun site to play with (especially the rotate feature) and cofounder Danny Moon said it’s at the forefront of navigation interfaces.

 

There's a lot happening at the intersection of mapping and mobile local search, too. Loki.com has a downloadable mobile application that allows mobile users to search in their local area without typing in an address -- quite similar to the new Google system announced yesterday.  Also, check out the Yahoo OneSearch system.