I wondered that also because i use it weekly to give away furniture, appliances, to recycle things from apts i own or stuff from the carwash. It's actually easy to google it. It said they charge less for effective ads than people were paying for ineffective ads. They charge for brokered apt ads in 3-4 cities --like $10 an ad and make a fortune. I don't pay for my apt ads because of my city, but the ads are so effective,that i don't use the newspaper anymore. That save me $500 a year. Alot of scammers out there when you are selling a car, but great for other ads.