The lists are not limited to one litter. Waiting lists can be very long, thus never fall through. If you have good puppies, you will not have to advertise.
And I know one breeder who sends representatives of her breed's club to your home to do checks if they can't go themselves.
As for advertising in the paper- a lot of the dogs in the paper end up in labs. The target audience is so broad for a newspaper. It's just a bad idea. People are very equipped to get by regular folks' screening processes. Be careful.