The other day I received a notice in the mail reminding me that if I've filed a fictitious business name ("doing business as"), in California that has to be renewed every 5 years or the business name becomes null and void. Fill in the form, send it along, and it'll be taken care of.

For the mere cost of $125.

What the heck?!?! It may have cost about $30 to register the DBA, and that included posting the notice in newspapers. Demo Reel Scenes may clear $125 this year, but it's still a hefty price to keep a name on paper!

Looking at the fine print I see "not an official government notice" and "this is a solicitation". Uh-huh.

Do a little more research with the correct LA city department Yes, I do have to re-register my DBA within 5 years of initial registration. No, I don't have to re-post the DBA announcement in the papers. Total re-registration cost?

Eighteen dollars.

Look back in my files. I registered my DBA in 2003. Not only is this "service" asking for 700% more than the actual cost, but they're offering to do so a year before the renewal is due.

The paper scam is alive and well. If you have a d/b/a in the LA City area, let www.lavote.net be your guide. Keep your hard-earned money in your hard-won business.