Red Herring: Online Maps and Local Advertising
While not as monomaniacal as the cartographers in Mr. Borges’ fictional empire, the mapmakers busy at work at search engines like Google, Yahoo, and MSN place a very high value on maps. And their designs don’t lack ambition. In order to tap a local advertising market that the Kelsey Group estimates will reach $124 billion in the United States alone by the end of the decade, Google and its rivals want maps on the web that cover every corner of the country. … Matt Booth, an analyst with the Kelsey Group, says that maps are the shock troops in a campaign to win advertising dollars from the local market. “Mapping is the forefront of a local strategy,” he says.
(Being a Borges nut, I will explain the reference: it refers to a single-paragraph story, “On Exactitude in Science,” from The Maker ; it’s on page 325 of this edition. The story describes a map so vast it’s the same size as the territory being mapped.)