“Among others, experts at messaging security vendor Sendio have called out the recent trend toward local spam campaigns. In a recent research summary, the company’s CTO, Tal Golan, highlighted the use of methods including the spoofing of local news events, and regional news portal domains, to convince people to click on the (frequently malware-infected) URLs that spammers are trying to pawn off on them.”

http://www.eweek.com/c/a/Security/Google-Spammers-Rally-Back-From-McColo-Shutdown-639980/

“Location-based spam is the latest technique being used by ‘bad guys’ to increase the likelihood that an unsuspecting victim will not only read their message, but will actually click one of the links in the message,” explained Tal Golan, CTO of e-mail security firm Sendio. “This new methodology is the next salvo in the spam arms race, but is really just an extension of the ‘social engineering’ threat vector that has become so popular and effective in the last three years.”