Trace not working

I am sure there is something simple I am overlooking...
I am wanting to "time" my service calls, and trace seems to be the easiest way to get rough timing statistics.
I enabled trace in web.config, and set it to write out to the page.  That works.
When I use Trace.Write (or WriteLine) it does not show in the page.  It will only show in the output window of VS.  This is not ideal because we are using sharepoint, it needs to be in the page.
There is one listener attached, the DefaultTraceListener.
Every tutorial I've perused has not lent a solution.  Can someone please help? 
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