Unfortunately, we are all occasionally faced with emergencies that require the help of a professional. Either we wake up with a toothache, become seriously injured, or face litigation that requires that we immediately get in touch with a nearby dentist, orthopedic surgeon, or attorney. The question then becomes: Do we contact the first person to have listing in the local yellow page telephone directory or turn to the professional whose face and expertise we have come to recognize from the local newspaper?
The point is that the professional who advertises in the local paper has a leg up on the competition. Of course, thankfully, the choice of a professional is not always made under duress.