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It is hard to answer your question...I personally believe that the more you advertise and get your name out there, the better it is because you don't know who will be reading your ads or web pages.
Still, people tell others...and if you get a reputation (good or bad), you will be surprised how the word spreads, so in my opinion, networking is the best way to "become known"...
Also, even if you don't ship puppies (I don't ship via airline, but we will travel to meet people half way and deliver puppies...so people in surrounding states can and do buy our puppies) buyers sometimes fly out to get a puppy and rent a car to drive back...or some might fly out and fly back with the puppy. There are options so you might want to advertise outside your area.
 
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