And also, the local rags and mags are very good at selling you a great package and concept and a lovely picture ad that you pay for at your cost...they are just trying to fill space, that's their job.
From my experience, and it's only my experience, I will only go for the free line entry in YP, I have had an expensive YP ad and Yell.com to date.
I will not go in the local paper or mags again at the prices they charge are for little or no gain....as I said they are just trying to fill their advertising space, they don't care about you or your business.
I am relying on my website and recommendation from here on in. It's not even optimised yet and I have had very many calls from it.