Do we have to publish the Fictitious Business Name Statement in the newspaper?

Yes, you must publish in a Placer County newspaper of general circulation, in the area you're conducting business, once a week for four consecutive weeks. The newspaper will send us a Proof of Publication. Fees vary with each newspaper. Your first publication must appear in one of the newspapers listed below within 30 days from the date you filed your Fictitious Business Name statement with the County Clerk's Office. Contact the newspaper at least one week in advance of your 30-day deadline.

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1. Does it matter if another business has the same name?
2. What is the fee to file a Fictitious Business Name Statement?
3. Do we have to publish the Fictitious Business Name Statement in the newspaper?