Yellow Pages, a good deal-of money

Yellow Pages - I've recently gotten a few quotes from ATT Yellow Pages (formerly SWBYPS). In order for people to let thier fingers walk to my name it is gonna cost. Yellow page rates have jumped drastically over the past few years and competing phonebooks in many area haven't seemed to to calm the market. Hardened salespeople sell these ads and don't call unless you are ready to talk turkey...and money.
In Stillwater, I was informed that they "sell" that book in the fall with an ad deadline around October 1st. The book hits doorsteps on Dec. 1 and is good for 1 year.
They typically sell ads on a 12 month contract, (to avoid sticker shock).
PRINT COSTS:
Just By virtue of having a phone number...you will be in the yellow pages free! Remember that. And if you last name starts with an "A" then you will be near the front. So ha!
PER month prices
- Dollar bill size ad (1/4 page) $83.00 B/W $121.00 Color
- Full Page size ad $801.00 b/w $1042.00Color
- Dual Page ad: $1843.00 Color only
This is a ton of money. My friends/sources tell me that advertising pays. Just keep in mind that if you pull out a $1000.00 per month ad you just took a first year salary 12,000 dollar haircut.
NOTE: these rates are negotiable. This are the "MSRP" rates. The salesperson will be working off commission. A well placed bunt may get you to 2nd base.

ONLINE COSTS:
SWBYPS' "Smart Pages" are online yellow pages that people search just like a book.
Cost: about 25 dollars a month.
Skinny: The sales rep told me that last year approx. 1800 people searched the Stillwater Smart pages for Attorney. I'm not exactly sure as to the value of this medium. Personally, I'm going to pass and put my money into my website.

ONLINE ALTERNATIVES:
You can pay Google/Yahoo/MSN et. al. to have your domain "rise to the top" on thier search engines. This costs money. But I've a friend who does more Oklahoma internet marketing than anyone and he tells me that the business is coming in faster than they can take the money.
This takes time/money/ and internet sophistication that I believe is unavailable for most aspiring solos...but hey, your call. Comments on cost of this type of advertising are especially welcome.