Prior to the granting of a variance or permit or at such other time as a majority of its members may desire, the Zoning Board of Appeals shall advertise and hold public hearings, notice of which hearings shall be advertised in the official newspaper designated by the Town Board, pursuant to § 64 of the Town Law, and in such other newspapers or publications as the Zoning Board of Appeals may direct. Publication in the official newspaper must be at least five days before the public hearing.