I had the URL for one of my first sites plastered in about 8 different adult mags each month in a little 2 line text ad for a couple years. It didn't even cost me anything which was really cool. I never expected much, but it pulled like crazy.
You have to be very good at negotiating when buying traditional media. There's all sorts of techniques to use to get rock bottom prices which is the key.
You also want to find ways to get free PR as well. There are all sorts of ways to do that too.
