Hi Mark,
Welcome to the forum.
In answer to you question, I personally have found newsagents, local magazines to be more effective than newspapers themselves.
To be noticed in a newspaper requires big adverts which require big fee's. When is the last time, if ever, you have seen a large advert about window cleaning in a newspaper, I really think it doesn't work that well.
Canvass, leaflets small adverts will work to start with.
Best of luck,
Trev