Do I need a trade name for this?

My question is very simple. I intend to sell things in the newspapers for announcements placement, such as income or business ideas, tips for games, golf tips, ebay, games, etc. You get the idea. My question is: Is the only way have my clients send me cash? I do not want to work full name in the paper, so I can send a check with my name on it. Do I need a name of the company from making checks?

try to paypal.com

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