Is it your own product? If not, what does your hoplink url look like. Unless it's pretty memorable (unlikely), people will mispell it or be suspicious of a random looking url. I used the Telegraph for a promo on one of my own websites last year, my website name is easy to spell and memorable, ad was catchy, response was pretty disappointing to say the least. Are you talking the printed version (very bad idea), or an online version (better but still not great).