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I have to agree with the comments above.

We have a local community newspaper which I advertise in when I need work. They have a Trades and Services section which works very well for me. Interestingly though It takes about 3 weeks of advertising before I start to get calls, then they come through on a regular basis.

I have also tried advertising in the feature section of the same newspaper. One advert in the feature type sections costs about the same as 6 weeks in the Trades and Services. I have never had one call form these feature sections. So although more people probably see my ad they are not potential customers.

If people want my service they go looking in the section they know it is in.