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Yes, the Wall Street Journal and the New York Times are great sources for sales reps.
You want to make your ad different and interesting.
Good luck, LUCKIEST
My suggestion is to take a look at the type of sales rep you need. Is it professional services? Is it equipment? Whatever it is look at your industries trade association and advertise with them.
Ed is right-- depends on your industry. We have found reps through our own network.
Have you tried LinkedIn? You can contact folks who are friends of friends.
And it's free-- you don't have to pay.
I am friends with the CTO of LinkedIn, to provide full disclosure--
but I would still recommend that as a great way to find qualified resources.
You get to check out who they are, who they know-- way better than a resume.