Print advertising (magazines/newspapers) can be used to create general public awareness of your company's name and products or services. Although technically a "mass medium", print can be used in a focused manner (by the choice of medium: city newspaper vs industry trade magazine).

One effective way of using print advertising is to advertise in an industry (or special interest) publication and then rent their subscriber list for a direct mail campaign. ex: a sport shop could advertise in the regional section of Golf magazine and then follow up that month with a direct mail piece to those subscribers.

This campaign can be made most effective by including an offer to the prospect such as "Join us on Saturday, March 12th from 12-4 to meet golf pro Mr. Golf for an amazing exhibition of distance-driving."