Like the rest of the audience, we had a diverse group of journalists at Where this year, from university bloggers to spatial podcasters to traditional media to the business press. Over at Forbes, Rachel Rosmarin had this Where 2.0 take-away:

Most Web surfers use online maps to get from point A to point B. But marry an online map with something else–a collection of photos, a set of real estate listings or even some user-generated gossip–and you might be able to start a business. Or at least a cool-looking Web site.

That was the thinking at O’Reilly Media Where 2.0, a conference where hundreds gathered this week to celebrate a concept that barely existed a year ago: the “mash-up,” which merges map data from the likes of Google and Microsoft with…well, pretty much anything.