Guess it depends on the area. Here the ads are inexpensive if smallish but there are 8 pages of MT listings (all legit, regulated state). Several therapists have listings as large as a quarter page, with full color, photos, the works. My 2-inch square costs me $35/month (no graphics, no color) and brings in cold calls monthly. And my practice name starts with "S" so I'm way down the list! Hope it works out for you.