The most economical form of advertising is the Yellow Pages, but not necessarily your utility phone book which has been doing the same thing year after year (and charging more and more for it!). There are new, independent phone books which respond to the market faster (for example by using cell phone numbers rather than business lines), have a higher quality than the Ma Bell books (the larger the book the smaller the print, while most Americans wear contacts or glasses!) and can be as little as pennies on the dollar while maximizing your market area. These yellow page (they are all called "yellow pages", it's the industry, rather than a brand name and no one company is more "real" than the other!) companies also may offer incentive discounts for expanding your market area and advertising in multi-books. I have a client that advertises in over a half a million books and pays only $1.78 per book.