If you're looking for credibility, save your dollars for radio. Newspapers are expensive and untargeted, unless there's one near you with a tight, local focus that reaches the market you want. Some contractors who have used newspaper ads remind you that a big metropolitan daily is read by a lot of people, so you should expect to do a lot of estimating. This goes for any kind of advertising. Word of mouth.
Referrals are still the best bet.
Fine, said Dougherty, as long as you give it the same proactive approach. While you're on one job, take the time to drop flyers off at people's doors, particularly if you're working in a subdivision or an industrial development where the houses or buildings were all constructed at one time. If one resident or business owner needs a paint job, it's likely the neighbors do also. Dougherty goes so far as to suggest introducing yourself to the neighbors. Then hand them a brochure and a business card and offer a free estimate.