Placing an ad in a local newspaper or on a radio show are more old school advertising techniques, but a lot of companies swear by them. Frankly, if your competitors believe these are a dying media, you have a great chance of standing out among them. The only issue here is that they are mostly all paid and can be quite expensive.
Instead of paying for one ad at a time, try getting a bulk discount for a bundle of ads at a time. You may also want to offer a trade – gift cards for a promotional giveaway in exchange for a 10 second spot or ¼ page ad. While this may not work every time, it’s worth trying before you shell out hundreds of dollars from your marketing budget.