Is there a big difference in Media buying Software? In today's media mix can you get a Cost per start under $100.00?

We have found in most of our markets that the Employment papers have provide better leads than the traditional papers. Is this pretty common now in most markets?

With so many choices these days on the internet, what is the best way to get leads on the internet? Pay per click, Pay per lead, Cost per Action or Cost per thousand impressions?