Overshadowing Shadow Net

Yahoo is going to start presenting live, local, custom-generated traffic maps on its web site, creating more heartburn for media execs than two miles of gridlock.

First, Yahoo will compete with Shadow Traffic and others who bulletin radio listeners every eight minutes on fender benders, overturned beer trucks and mattresses on the interstate.

Second, it will provide newspaper readers, radio listeners and TV watchers with another reason to tune into Yahoo (vs. traditional media) for their local news.

Third, it will give local advertisers a new, efficiently targeted and high affordable venue, challenging the CPMs and share of traditonal media.

Honk, if you love Yahoo.