There is little point advertising in a free local paper, when there are advertising channels that directly target the audience the OP wants to reach. The family magazines I mentioned are available at leisure centres, schools, libraries, GPs etc exactly the sort of places frequently by families and are also available online. They have weekly e-newsletters which are also a useful way of the OP getting his message across. As a parent of school age children, I can't remember the last time a friend or relative said "oh I saw this great after school club advertised in the local freebie, XXX must try it". Oh yes I can....never ! People see things and if it's not relevant to them normally forget about it fairly quickly.