thats a common problem when dogs are lost. folks put ads (or adds in some cases) in the paper, while never concidering several other issues. many dogs have no money to buy a paper. others are forign breeds, (ie:german shepard)who cannot read english. but the main problem is the average dogs use of the paper, and the sad fact that most simply use it to do their bussiness not even noticing their owners pleas to return home.