Today while browsing my junk email folder I found what appeared to be a inquiry from a recent ad posted on Craig's List. Further investigation showed that it was spam sent from what appears to be a rival seeking to duplicate the Craig's List format - free online advertising by region. If you really want to get a new service going I don't think that sending spam with a From name of Tommy Tallywaker to a recipient of email@example.com is going to do the trick.
Craig's List really has demonstrated the power of the web to offer an incredible amount of value all for free. How traditional media will complete with this model is still to be determined.