I get these calls quite regularly, either that or they purport to be from charitable organisations. Or the police federation, I told one of those my Father in law was a copper and they hung up! It's just advertising space for sale, and they'll say almost anything.
But if they have the previous mag with his ad. it could be worth phoning him as someone said.
I always say to them 'I have spent my advertising budget for this year' and they usually go away