If you can put up with all the cold calls offering you 'advertising space' in a magazine for charity etc, for a cost anywhere between £100 and £500 then I suppose its worth it. I put a free ad online with yell.com and within a month I was getting atleast 4 calls a day of these so called companies trying to scam my money. If you do, do it and get cold called make sure you never say 'yes, send me some more details in the post, sounds interesting etc' as they will then chase you for money that you apparently agree'd to pay for a advert in a magazine that never existed or is printed and published about 400 miles from where you are based.
Its been about 3 months since I put my advert up and after getting so many calls and compiling as much info from these 'companies' as possible (one company even had the cheek to say he was from my local police and if I took out and advert for £495 I would get a sticker of the local constabulary badge that I could put on my van for life, and people would know I was a safe trader as I was sponsered by the police. I mean come on can you see the police who are meant to be impartial in everything start sponsering trade's men?? especially without a meeting CRB check or any kind of assessement) So after compiling all the info and passing it to the Business related crime officer at my local cop shop, he gave them a call and touch wood I haven't had any calls since.
If you can be botrhered to put up with it yes, if not I'd say don't bother. There are better ways to advertise locally. Facebook is a good one, my mates a driving instructor and he gets loads of business through facebook.
Sorry for the very negative opinion.