In order to raise awareness for my interactive social/classifieds site, which is aimed at a local and specific community, I need to advertise with my direct competitors, the local community paper.
The local paper and its web site is run by a community of volunteers and they don't take kindly to anyone, community or not, competing with their own service.
I feel my site is sorely needed because it is free and interactive but if it is used it will generate income through the usual means of paid advertising. However, I don't think my site threatens the advertising revenue for the paper because plenty of people in the community do not use the internet.
So if I am getting opposition from the local paper to advertise my site, how else can I get word out?